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Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective

Author

Listed:
  • Priyanka Chadha

    (Research Scholar, School of Commerce & Management Studies, Central University of Himachal Pradesh, Dharmshala)

  • Etinder Pal Singh

    (Apeejay School of Management, Delhi)

  • Babita Yadav

    (Department of Business Management, Doctor Harisingh Gour V.V, Sagar (A Central University))

  • Raghavan Srinivasan

    (Research Scholar (AIMA-AMU) and Visiting Professor)

Abstract

This study is relevant because it provides a better viewpoint on the adaptability of social media marketing channels during the COVID-19 pandemic. This study describes how during the pandemic, social media marketing channels help the businesses and service sector to reach their target audience. How the nature of social media marketing changed and usage of that changed nature in the profile and successful marketing channels. The methodology followed in this research paper is based on a literature review and insights from other secondary resources for the increase in usage of social media tools during COVID-19. Small cases have also been used to highlight the usage of social media in the education industry. The findings of this study suggest that the usage of social media tools turned to be more formal during COVID-19, and it helped all the industries in establishing good communication. It is true that the overall use of social media tools has increased during COVID-19.

Suggested Citation

  • Priyanka Chadha & Etinder Pal Singh & Babita Yadav & Raghavan Srinivasan, 2021. "Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 24(3), pages 107-118.
    • Handle: RePEc:boh:actaub:v:24:y:2021:i:3:p:107-118
    DOI: 10.32725/acta.2021.015
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    References listed on IDEAS

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    1. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    2. Abu Elnasr E. Sobaih & Ahmed M. Hasanein & Ahmed E. Abu Elnasr, 2020. "Responses to COVID-19 in Higher Education: Social Media Usage for Sustaining Formal Academic Communication in Developing Countries," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Filo, Kevin & Lock, Daniel & Karg, Adam, 2015. "Sport and social media research: A review," Sport Management Review, Elsevier, vol. 18(2), pages 166-181.
    5. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social media tools; Communication; COVID-19; Technology; Management; Marketing;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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