Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

Abstract

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

A Literature Review on Digital Marketing: The Evolution of a Revolution

“…All of the above remain valid in the digital marketing sector, introducing certain distinct characteristics and requirements (Wibowo et al, 2021). Digital marketing tools may include, not exhaustively, social media, mobile applications, Internet advertising, viral content, contextual advertising, targeted ads, native advertising, and content marketing (Dubbelink et al, 2021;Wibowo et al, 2021).…”

“…Nowadays, social media are used as a main source of product/service information by consumers who are spending a lot of every day's time on them, as they have become a primary communication and socialization channel, especially for the youth. Users of social media feel empowered, having increased opportunities of online participation, with the benefits of convenience, self-organization, self-education, richness of information, alternative options, reduced cost and time, which are much appreciated (Babu & Ramamoortthy, 2020;Dubbelink et al, 2021;Labrovic et al, 2021).…”

“…Those marketers who've used social media for one year or longer reported substantially better results driving traffic vs. those with less experience. However, offline purchase intentions still surpassing online ones (Dubbelink et al, 2021;Mason et al, 2021;Patil et al, 2021;Statista 2022).…”

Konten Visual Instagram Sebagai Upaya Branding Desa Wisata Saat Pandemi Covid-19

“…Lebih lanjut, di masa yang sangat kompetitif serta penuh dengan pilihan khususnya di masa pandemi Covid 19 saat ini, branding merupakan salah satu strategi yang esensial. Selain itu, salah satu dari kemampuan media sosial saat ini adalah kemampuan untuk mempersempit penawaran atau pilihan bagi konsumen dan menyederhanakan proses pengambilan keputusan, meningkatkan kesejahteraan konsumen dan kualitas hidup mereka [10] Dalam hal ini, proses branding harus dipikirkan dengan sangat matang serta dirancang dengan baik [6]. Khususnya dalam mewujudkan tiga fungsi primer dari sebuah brand, yakni.…”

The Impact of Social Media Marketing on Customer Satisfaction at Hermes in China

“…Organizations are using a range of social networking platforms such as Facebook, Snapchat, Twitter to target their customers and make them aware of their latest product offerings. Social media marketing has been highly valuable and beneficial for customers during the COVID-19 pandemic [2]. This paper is based on exploring if social media marketing can help Hermes in China in improving its customer satisfaction.…”