The role of social media marketing during COVID-19 : adapting to changing consumer behavior
Ishrak, S M Rashik (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120533479
https://urn.fi/URN:NBN:fi:amk-2024120533479
Tiivistelmä
This thesis examines the role of social media marketing during the COVID-19 pandemic, focusing on how businesses adapted to shifting consumer behaviors. Insights from interviews across industries highlight how social media became essential for engagement, trust-building, and flexibility during the crisis. Strategies such as personalized content, authentic communication, and community-building helped businesses navigate uncertainty and sustain operations.
The findings emphasize social media's evolution into a critical marketing tool and its long-term significance in business strategy. Future research could explore emerging technologies, cultural variations in consumer behavior, and the lasting impact of social media engagement on business growth.
The findings emphasize social media's evolution into a critical marketing tool and its long-term significance in business strategy. Future research could explore emerging technologies, cultural variations in consumer behavior, and the lasting impact of social media engagement on business growth.