Social media marketing gains importance after Covid-19

This exploratory research examines how the COVID-19 pandemic led to increases in consumers’ social media marketing behaviors in the United States (U.S.). Previous research on the impact of a pandemic has focused on behavior for preventive health, however, little attention has been given to the impac...

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Autores principales:	Andrew N. Mason, John Narcum, Kevin Mason
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	covid-19 coronavirus social media consumer behaviors Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/2259a85ca752498580651a629036ce03
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spelling	oai:doaj.org-article:2259a85ca752498580651a629036ce032021-12-02T13:53:20ZSocial media marketing gains importance after Covid-192331-197510.1080/23311975.2020.1870797https://doaj.org/article/2259a85ca752498580651a629036ce032021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1870797https://doaj.org/toc/2331-1975This exploratory research examines how the COVID-19 pandemic led to increases in consumers’ social media marketing behaviors in the United States (U.S.). Previous research on the impact of a pandemic has focused on behavior for preventive health, however, little attention has been given to the impact of a pandemic on consumer behaviors. To bridge this gap, the Consumer Decision-Making Model was used as a framework to investigate changes in consumers’ social media behaviors as they preform various consumer decision-making processes. More specifically, a questionnaire was used to collect survey data from 327 U.S. consumers. Analysis of Variance tests were performed to examine mean differences in consumers’ use of social media as a consumer decision-making tool. The findings showed that consumers have increased their utilization of social media as a tool for identifying products, collecting information on products, evaluating products, and making product purchases. Thus, the findings demonstrate the growing importance of social media marketing since the COVID-19 pandemic began. Given that the COVID-19 pandemic is a global phenomenon, the findings likely can be extrapolated across many nations. Suggestions are provided to help businesses adopt to changes in consumers’ social media behaviors as they relate to the consumer decision-making processes.Andrew N. MasonJohn NarcumKevin MasonTaylor & Francis Grouparticlecovid-19coronavirussocial mediaconsumer behaviorsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	covid-19 coronavirus social media consumer behaviors Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	covid-19 coronavirus social media consumer behaviors Business HF5001-6182 Management. Industrial management HD28-70 Andrew N. Mason John Narcum Kevin Mason Social media marketing gains importance after Covid-19
description	This exploratory research examines how the COVID-19 pandemic led to increases in consumers’ social media marketing behaviors in the United States (U.S.). Previous research on the impact of a pandemic has focused on behavior for preventive health, however, little attention has been given to the impact of a pandemic on consumer behaviors. To bridge this gap, the Consumer Decision-Making Model was used as a framework to investigate changes in consumers’ social media behaviors as they preform various consumer decision-making processes. More specifically, a questionnaire was used to collect survey data from 327 U.S. consumers. Analysis of Variance tests were performed to examine mean differences in consumers’ use of social media as a consumer decision-making tool. The findings showed that consumers have increased their utilization of social media as a tool for identifying products, collecting information on products, evaluating products, and making product purchases. Thus, the findings demonstrate the growing importance of social media marketing since the COVID-19 pandemic began. Given that the COVID-19 pandemic is a global phenomenon, the findings likely can be extrapolated across many nations. Suggestions are provided to help businesses adopt to changes in consumers’ social media behaviors as they relate to the consumer decision-making processes.
format	article
author	Andrew N. Mason John Narcum Kevin Mason
author_facet	Andrew N. Mason John Narcum Kevin Mason
author_sort	Andrew N. Mason
title	Social media marketing gains importance after Covid-19
title_short	Social media marketing gains importance after Covid-19
title_full	Social media marketing gains importance after Covid-19
title_fullStr	Social media marketing gains importance after Covid-19
title_full_unstemmed	Social media marketing gains importance after Covid-19
title_sort	social media marketing gains importance after covid-19
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/2259a85ca752498580651a629036ce03
work_keys_str_mv	AT andrewnmason socialmediamarketinggainsimportanceaftercovid19 AT johnnarcum socialmediamarketinggainsimportanceaftercovid19 AT kevinmason socialmediamarketinggainsimportanceaftercovid19
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Social media marketing gains importance after Covid-19

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