IDEAS home Printed from https://ideas.repec.org/a/rom/rmcimn/v24y2023i5p736-744.html
   My bibliography  Save this article

The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects

Author

Listed:
  • Barbu Lucia – Nicoleta

    (Bucharest University of Economic Studies, Romania)

  • Orzan Mihai Cristian

    (Bucharest University of Economic Studies, Romania)

  • Ciocodeica David Florin

    (Bucharest University of Economic Studies, Romania)

  • Orzan Olguta Anca

    (Carol Davila University of Medicine and Pharmacy)

Abstract

The COVID-19 pandemic has been an unprecedented challenge for the whole world, including the business environment. In the context of imposed restrictions and changes in consumer behavior, companies have had to re-evaluate their promotion strategies and adapt to the new conditions imposed by the pandemic. A key aspect of this adaptation process was the intensive use of social media platforms to promote products and services. In this paper, we aim to analyze the impact of the COVID-19 pandemic on the ways of social media promotion used by Romanian companies. We will examine the changes in promotion strategies, the adaptations to messages and content, as well as new techniques and promotion channels adopted in the context of the pandemic. The aim is to understand how Romanian companies have responded to the challenges of the pandemic through social media and to identify emerging trends in this field. To achieve this goal, we will use a research-based approach, combining primary and secondary data.

Suggested Citation

  • Barbu Lucia – Nicoleta & Orzan Mihai Cristian & Ciocodeica David Florin & Orzan Olguta Anca, 2023. "The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 736-744, December.
    • Handle: RePEc:rom:rmcimn:v:24:y:2023:i:5:p:736-744
    as

    Download full text from publisher

    File URL: https://www.rmci.ase.ro/no24vol5/03.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chae, Bongsug (Kevin) & McHaney, Roger & Sheu, Chwen, 2020. "Exploring social media use in B2B supply chain operations," Business Horizons, Elsevier, vol. 63(1), pages 73-84.
    2. Liu, Piper Liping, 2021. "COVID-19 information on social media and preventive behaviors: Managing the pandemic through personal responsibility," Social Science & Medicine, Elsevier, vol. 277(C).
    3. Lucia Nicoleta Barbu & Mihai Cristian Orzan & Andrei Canda, 2022. "Efficiency of Online Advertising Strategies on Romanian Social Networking Websites," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 151-159, November.
    4. Latikka, Rita & Koivula, Aki & Oksa, Reetta & Savela, Nina & Oksanen, Atte, 2022. "Loneliness and psychological distress before and during the COVID-19 pandemic: Relationships with social media identity bubbles," Social Science & Medicine, Elsevier, vol. 293(C).
    5. Mihai C. ORZAN & Adina I. ZARA & Stefan C. CAESCU & Mihaela E. CONSTANTINESCU & Olguta A. ORZAN, 2021. "Social Media Networks as a Business Environment, During COVID-19 Crisis Tunisia and Turkey," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 22(1), pages 64-73, January.
    6. Yee, Rachel W.Y. & Miquel-Romero, Maria-Jose & Cruz-Ros, Sonia, 2021. "Why and how to use enterprise social media platforms: The employee’s perspective," Journal of Business Research, Elsevier, vol. 137(C), pages 517-526.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Krista M. Milich & Natalie Fisher & Gisela Sobral, 2024. "Effective public health messaging for university students: lessons learned to increase adherence to safety guidelines during a pandemic," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-9, December.
    2. Hyeonseok Moon & Taemin Lee & Jaehyung Seo & Chanjun Park & Sugyeong Eo & Imatitikua D. Aiyanyo & Jeongbae Park & Aram So & Kyoungwha Ok & Kinam Park, 2022. "Return on Advertising Spend Prediction with Task Decomposition-Based LSTM Model," Mathematics, MDPI, vol. 10(10), pages 1-12, May.
    3. Juana Farfán & María Elena Mazo, 2021. "Disinformation and Responsibility in Young People in Spain during the COVID-19 Era," Publications, MDPI, vol. 9(3), pages 1-8, August.
    4. Basu, Arnab K. & Chau, Nancy H. & Firsin, Oleg, 2023. "Social Connections and COVID-19 Vaccination," IZA Discussion Papers 16307, Institute of Labor Economics (IZA).
    5. Iasmina-Iulia GRĂDINESCU & Elena GOGA & Mihai PRELIPCEAN & Cristian GHEORGHE & Olguța Anca ORZAN, 2023. "Controversy, and Ethical Challenges: ChatGPT and Its Impact on Customer Experience and Marketing. A Study of Professionals’ Perception towards this Emerging Trend," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(4), pages 38-42, December.
    6. Dwivedi, Yogesh K & Shareef, Mahmud A & Akram, Muhammad S & Bhatti, Zeeshan A & Rana, Nripendra P, 2022. "Examining the effects of enterprise social media on operational and social performance during environmental disruption," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    7. Elena BOSTĂNICĂ & Ştefan-Claudiu CĂESCU & Călin-Petrică VEGHEŞ & Olguţa-Anca ORZAN, 2023. "Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 37-44, September.
    8. Smailhodzic, Edin & Boonstra, Albert & Langley, David J., 2021. "Social media enabled interactions in healthcare: Towards a taxonomy," Social Science & Medicine, Elsevier, vol. 291(C).
    9. Jing Liu & Khairul Manami Kamarudin & Yuqi Liu & Jinzhi Zou & Jiaqi Zhang, 2022. "Developing a Behavior Change Framework for Pandemic Prevention and Control in Public Spaces in China," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    10. Nördinger, Susanne & Desjardins, Christoph, 2020. "Social media in B2B: Usage and effects of social media in German B2B companies," Journal of Applied Leadership and Management, Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, vol. 8, pages 152-171.
    11. Talwar, Shalini & Luqman, Adeel & Kaur, Puneet & Srivastava, Pallavi & Mishra, Shreya, 2023. "How social networking ties mediate the associations between enterprise social media affordances and employee agility?," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    12. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    13. Rong Zhou & Zhilin Luo & Shunbin Zhong & Xinhua Zhang & Yihui Liu, 2022. "The Impact of Social Media on Employee Mental Health and Behavior Based on the Context of Intelligence-Driven Digital Data," IJERPH, MDPI, vol. 19(24), pages 1-20, December.
    14. Lucia Nicoleta Barbu & Mihai Cristian Orzan & Andrei Canda, 2022. "Efficiency of Online Advertising Strategies on Romanian Social Networking Websites," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 151-159, November.
    15. Phi-Hung Nguyen & Jung-Fa Tsai & Ming-Hua Lin & Yi-Chung Hu, 2021. "A Hybrid Model with Spherical Fuzzy-AHP, PLS-SEM and ANN to Predict Vaccination Intention against COVID-19," Mathematics, MDPI, vol. 9(23), pages 1-26, November.
    16. Nusrat, Anam & He, Yong & Luqman, Adeel & Mehrotra, Ankit & Shankar, Amit, 2023. "Unraveling the psychological and behavioral consequences of using enterprise social media (ESM) in mitigating the cyberslacking," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    17. Piper Liping Liu & Vincent Huang & Melannie Zhan & Xinshu Zhao, 2023. ""Nice You Share in Return": Informational Sharing, Reciprocal Sharing, and Life Satisfaction Amid COVID-19 Pandemic," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 165(2), pages 453-471, January.
    18. Selerio, Egberto & Caladcad, June Anne & Catamco, Mary Rose & Capinpin, Esehl May & Ocampo, Lanndon, 2022. "Emergency preparedness during the COVID-19 pandemic: Modelling the roles of social media with fuzzy DEMATEL and analytic network process," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    19. Ganli Liao & Yi Li & Qichao Zhang & Miaomiao Li, 2022. "Effects of Social Media Usage on Job Crafting for Female Employees during the COVID-19 Pandemic: Evidence from China," Sustainability, MDPI, vol. 14(19), pages 1-20, September.

    More about this item

    Keywords

    COVID-19; social media; social media promotion; Romanian companies; digital marketing; promotion strategies.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:24:y:2023:i:5:p:736-744. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marian Nastase (email available below). General contact details of provider: https://edirc.repec.org/data/mnasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.