Social media marketing gains importance after Covid-19

Brown

Cogent Business & Management

et al. 2021

Self Cite

This research examined the effects of the COVID-19 pandemic on social media marketing in India. There is little research on the impact of a pandemic on consumer behaviors. To address this gap, this exploratory study surveyed Indian consumers' social media behaviors. Observations from 313 Indian consumers were collected to compare how their social media behaviors for consumer decisionmaking have changed since the COVID-19 pandemic started. A Wilcoxon signedrank test was used to test mean differences in social media behaviors prior to and after the COVID-19 pandemic began. The findings demonstrated increased usage of social media as a tool for consumer decision-making. With the global reach of the COVID-19 pandemic, the implications of a growing prominence of social media in consumer-decision making are likely relevant to most nations. Recommendations for the use of social media as a marketing tool are provided.

Section: Growing Importance Of Social Media Marketingsupporting

confidence: 61%

Section: Growing Importance Of Social Media Marketingsupporting

confidence: 61%

Section: Introductionmentioning

confidence: 78%

Section: Identifying Product Needs and Social Mediamentioning

confidence: 96%

See 2 more Smart Citations

Pandemic effects on social media marketing behaviors in India

Brown

Cogent Business & Management

et al. 2021

Self Cite

“…Based on (Mason et al, 2021), it is expected to increase the use of social media to maintain interaction with customers. The current pandemic situation favors more intensive use of these media to avoid customers' contact with producers.…”

mentioning

confidence: 99%

The perception of using social media – a comparison of entrepreneurs implementing CSR in managerial practice and other entrepreneurs in selected V4 countries

Metzker

Belás

Amoah

2021

MMI

The article aims to identify the perception of issues related to the use of social media in the business environment of small and medium-sized enterprises in the Czech Republic, Hungary, and Poland. The authors chose the concept of comparing entrepreneurs who implement corporate social responsibility with other interviewed entrepreneurs. An interesting comparison was made from the collected data. The article is based on a questionnaire survey of 1217 respondents. The study was conducted from September 2019 to January 2020. The chi-quadrat test and z-score were used to evaluate statistical hypotheses. The results showed that Czech entrepreneurs implementing corporate social responsibility have more negative answers than the surveyed entrepreneurs in other countries. Thus, less than 28% of Czech corporate social responsibility entrepreneurs agree that social media helps increase corporate growth, while in Poland – up to 49%. As many as 53% of corporate social responsibility entrepreneurs in Hungary and Poland agreed that social media could respond more flexibly to market developments. Czech entrepreneurs were lagging behind 35% of them. The results showed no statistically significant differences in all research questions regarding entrepreneurs without the implemented CSR concept. The article results suggested that Czech CSR entrepreneurs did not see the potential benefits of social media use. Although the study focuses only on 3 central European countries, the results are not generalizable. However, they are useful for those who promote positive impacts on companies through the social networks and organizations that promote corporate social responsibility. One of the tools for transparent communication with customers/suppliers could be by communication via social media. The study's findings could further help other entrepreneurs consider the benefits of social media in doing socially responsible business.

Asia & Pacific Policy Stud

Harnessing the potential of online marketplaces in the Philippines: Insights from the National Information and Communications Technology Household Survey

Bayudan-Dacuycuy¹,

Dacuycuy

2022

Using the Philippinesʼ first nationally representative survey designed to characterise digital commercial and non‐commercial engagements, including the use of information and communications technology (ICT), the digital economy, and technology‐enabled activities, we investigate the presence of gendered disparities in online marketplaces. This is consistent with the spirit of a gender and development approach that aims for equitable outcomes between men and women. We verify whether the observed participation of women in online marketplaces results in higher online sales. To establish the determinants of participation in and incomes from online marketplaces, we use a Heckman estimator in cognisance of the non‐random choices people make when they enter online marketplaces. The negative selection indicates that those likely to sell have unobserved attributes negatively correlated with online income. Based on our modelʼs income predictions, men outperform women in online sales and hold the advantage, replicating a trend observed in traditional marketplaces. Results also highlight the importance of skills, digital awareness and habits, selling platforms, and ICT infrastructure. The paper also identifies potential initiatives for online marketplaces.