Social Media in a Brand and Image Management in the Perspective of the Covid-19 Pandemic

Abstract

The objective of the article is to identify the approaches presented in the subject literature on the possibilities of social media marketing used by companies in the time of the COVID-19 pandemic to manage their brand and image. As a research method the review of the national and world scientific literature was adopted, concerning the use of social media (in terms of: (1) the role of social media in supporting corporate brand and image management, (2) behavior and trust of customers using social media during the COVID-19 pandemic, (3) the use of social media during the COVID-19 pandemic and their opportunities – the table study 1) as well as Internet sources and Internet data statistics were utilized, primarily the reports which were used to obtain the answer to the formulated research question: what changes have taken place during the pandemic in using social media in corporate brand and image management? It was indicated what social media are most frequently used by marketers in image management, what opportunities they provide and whether, in the face of the existing pandemic situation, changes in company budgets can be expected in relation to the allocation of funds for e-marketing activities and what forecasts for corporate brand and image management in the online world are.