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Authors
Advisor(s)
Abstract(s)
The strong growth of social networks and the content generated by them is a growing tide that has come to stay. This change prompts structural changes and is forcing companies, institutions and brands to adapt their strategies. Organizations must consider their customers to be active partners, developing with them a new relationship pattern and using differentiated strategies to elicit attitudes, behaviors and, above all, more favorable connections. From the universe of brands, Super Bock was the brand selected, based on RankUPT, a statistics website aimed at the analysis of Facebook’s activity in Portugal. RankUPT makes a daily measurement of homepages, based on the number of fans. A netnographic study was conducted, through a non-interventionist observational technique, added to a collection of qualitative behavioral data which took place between March and May 2020 (the population's confinement period due to the Covid-19 pandemic), and also considering the use of secondary data for the descriptive analysis of the brand in question. Metrics used for measuring engagement were the most commonly used in other studies (e.g., likes, sharing, commenting), along with the Malhotra, Malhotra and See (2013) criteria for the drivers of engagement. The results are discussed, and the academic and business implications of the study are examined, in particular for branding and relationship marketing.
Description
Keywords
Consumer engagement Social Networks Sites (SNS) Netnografics Brands Pandemic Covid-19
Citation
Miranda, S., & Dias, J. (2021). Communication in times of pandemic: Analysis of engagement on social networks. In A.Rocha, J.L. Reis, M.K. Peter, R.Cayolla, S.M. Correia Loureiro, & Z. Bogdanović (Eds.). Marketing and smart tecnologies. (pp. 521-534). Springer.
Publisher
Springer