Influence of Social Media Communication on Consumer Images and Purchase Intentions through the Pandemic and Post-Pandemic Era
DOI:
https://doi.org/10.48047/p40xt336Keywords:
COVID-19 pandemic, User-generated content, Influencer marketing, Digital communication, Social proof, Marketing strategies, Social responsibility.Abstract
This literary review explores the social communication impact on consumers' attitudes towards the brands and purchase decisions, while focusing specifically on during and around the Coronavirus pandemic epidemic. The report presents an understated grasp of the intricate relations between social media, the brand perception, and the consumer purchasing behaviour by a substantial synthesis of reviewed literature. In the review key concepts such as social media communication, ways of consumers' behaviour influence, and consumers' perception and purchasing intention changes both during and after pandemic are emphasized. In this section, the methods section of the review paper that deals with the research design, data collection, and analytical techniques will be intensively examined
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Azhar, M., Ali, R., Hamid, S., Akhtar, M. J., & Rahman, M. N. (2022). Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior. Future Business Journal, 8(1), 49. [2] Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions.
International Journal of Information Management, 59, 102168. [3] Fletcher-Brown, J., Turnbull, S., Viglia, G., Chen, T., & Pereira, V. (2021). Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources. International Journal of Research in Marketing, 38(2), 518-529.
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