Social Media in a Brand and Image Management in the Perspective of the COVID-19 Pandemic

• Autorzy: Katarzyna Łukasik

Warianty tytułu

Media społecznościowe w zarządzaniu marką i wizerunkiem firm w perspektywie pandemii COVID-19

• Języki publikacji: EN

Abstrakty

EN

The objective of the article is to identify the approaches presented in the subject literature on the possibilities of social media marketing used by companies in the time of the COVID-19 pandemic to manage their brand and image. As a research method the review of the national and world scientific literature was adopted, concerning the use of social media (in terms of: (1) the role of social media in supporting corporate brand and image management, (2) behavior and trust of customers using social media during the COVID-19 pandemic, (3) the use of social media during the COVID-19 pandemic and their opportunities - the table study 1) as well as Internet sources and Internet data statistics were utilized, primarily the reports which were used to obtain the answer to the formulated research question: what changes have taken place during the pandemic in using social media in corporate brand and image management? It was indicated what social media are most frequently used by marketers in image management, what opportunities they provide and whether, in the face of the existing pandemic situation, changes in company budgets can be expected in relation to the allocation of funds for e-marketing activities and what forecasts for corporate brand and image management in the online world are. (original abstract)

Celem artykułu jest zidentyfikowanie podejść prezentowanych w literaturze przedmiotu dotyczących możliwości social media marketingu wykorzystywanego przez firmy w dobie pandemii COVID-19 do zarządzania swoją marką i wizerunkiem. Za metodę badawczą przyjęto systematyczny przegląd literatury naukowej krajowej i światowej, dotyczącej korzystania social mediów (w ujęciu: (1) roli social mediów we wspieraniu zarządzania wizerunkiem firmy, (2) zachowania i zaufania klientów korzystających z social mediów w czasie pandemii COVID-19, (3) zastosowania social mediów w czasie pandemii COVID-19 i ich możliwości - opracowanie tabela 1), wykorzystano także źródła internetowe oraz internetowe statystyki danych, głównie raporty, które posłużyły do uzyskania odpowiedzi na postawione pytanie badawcze: jakie zmiany dokonały się podczas pandemii w korzystaniu social mediów w zarządzaniu marką i wizerunkiem firmy? Wskazano, z jakich social mediów najczęściej korzystają marketerzy w zarządzaniu wizerunkiem, jakie dają one możliwości oraz czy wobec zaistniałej sytuacji pandemicznej można spodziewać się zmian w budżetach firm odnośnie do przeznaczenia funduszy na działanie e-marketingowe oraz jakie są prognozy zarządzania wizerunkiem firmy w sieci. (abstrakt oryginalny)

Słowa kluczowe

EN

Social media; Brand; Company image; Marketing; Management; COVID-19; Systematic literature review

PL

Media społecznościowe; Marka; Wizerunek przedsiębiorstwa; Marketing; Zarządzanie; COVID-19; Systematyczny przegląd literatury

• Czasopismo: Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie
• Rocznik: 2022
• Numer: nr 1
• Strony: 91--107

Twórcy

autor

Katarzyna Łukasik

• Politechnika Częstochowska

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Identyfikatory

DOI

10.5604/01.3001.0015.8611