Pandemic effects on social media marketing behaviors in India

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 cons...

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Autores principales:	Andrew N. Mason, Matt Brown, Kevin Mason, John Narcum
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	covid-19 india social media marketing consumer decision-making Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/1bcf316ca3374555809cd16deb698eba
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spelling	oai:doaj.org-article:1bcf316ca3374555809cd16deb698eba2021-12-02T16:29:27ZPandemic effects on social media marketing behaviors in India2331-197510.1080/23311975.2021.1943243https://doaj.org/article/1bcf316ca3374555809cd16deb698eba2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1943243https://doaj.org/toc/2331-1975This 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 decision-making have changed since the COVID-19 pandemic started. A Wilcoxon signed-rank 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.Andrew N. MasonMatt BrownKevin MasonJohn NarcumTaylor & Francis Grouparticlecovid-19india social media marketingconsumer decision-makingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	covid-19 india social media marketing consumer decision-making Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	covid-19 india social media marketing consumer decision-making Business HF5001-6182 Management. Industrial management HD28-70 Andrew N. Mason Matt Brown Kevin Mason John Narcum Pandemic effects on social media marketing behaviors in India
description	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 decision-making have changed since the COVID-19 pandemic started. A Wilcoxon signed-rank 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.
format	article
author	Andrew N. Mason Matt Brown Kevin Mason John Narcum
author_facet	Andrew N. Mason Matt Brown Kevin Mason John Narcum
author_sort	Andrew N. Mason
title	Pandemic effects on social media marketing behaviors in India
title_short	Pandemic effects on social media marketing behaviors in India
title_full	Pandemic effects on social media marketing behaviors in India
title_fullStr	Pandemic effects on social media marketing behaviors in India
title_full_unstemmed	Pandemic effects on social media marketing behaviors in India
title_sort	pandemic effects on social media marketing behaviors in india
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/1bcf316ca3374555809cd16deb698eba
work_keys_str_mv	AT andrewnmason pandemiceffectsonsocialmediamarketingbehaviorsinindia AT mattbrown pandemiceffectsonsocialmediamarketingbehaviorsinindia AT kevinmason pandemiceffectsonsocialmediamarketingbehaviorsinindia AT johnnarcum pandemiceffectsonsocialmediamarketingbehaviorsinindia
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Pandemic effects on social media marketing behaviors in India

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