Between social and promotional appeal
a study on the impact of communication content in times of covid-19
DOI:
https://doi.org/10.34629/cpublica.260Keywords:
communication content, social networks, online advertising, covid-19Abstract
This study explores the implications of communication content given the pandemic context and the relevance of social media during that period. The objective was to verify how the manipulation of the content of an online advertisement in a social network would influence purchase intention, emotional quotient, and consumer engagement. A causal research was carried out, by conducting a one-factor, between-subjects experiment, where the independent variable - communication content - was manipulated at two levels: social and promotional. By obtaining support for the hypotheses, it becomes perceptible that the implementation of a communication content strategy that considers emerging contextual concerns, guided by a sense of social responsibility and demonstration of concern for the quality of life of the community, can become a competitive advantage and are perceived significantly by consumers.
Downloads
References
Accenture. (2020). How COVID-19 will permanently change consumer behaviour. https://www.accenture.com/us-en/insights/consumer-goods-services/coronavirus-consumer-behavior-research
Arrate Galán, A., González Cabañas, J., Cuevas, Á., Calderón, M. & Cuevas Rumin, R. (2019). Large-scale analysis of user exposure to online advertising on Facebook, IEEE access, 7, 11959-11971. https://doi.org/10.1109/ACCESS.2019.2892237
Azer, J., Blasco-Arcas, L. & Harrigan, P. (2021). #COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, 99-111. https://doi.org/10.1016/j.jbusres.2021.06.030
Bannor, R., Asare, A. K. & Bawole, J. N. (2017). Effectiveness of social media for communicating health messages in Ghana. Health Education, 117(4), 342-371. https://doi.org/10.1108/HE-06-2016-0024
Bayer, E., Srinivasan, S., Riedl, E. J. & Skiera, B. (2020). The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. International Journal of Research in Marketing, 37(4), 789-804. https://doi.org/10.1016/j.ijresmar.2020.02.002
De Chernatony, L. (2006). From brand vision to brand evaluation. Routledge.
Costa, B. R. L. (2018). Bola de neve virtual: O uso das redes sociais virtuais no processo de coleta de dados de uma pesquisa científica. Revista Interdisciplinar de Gestão Social, 7(1). https://periodicos.ufba.br/index.php/rigs/article/view/24649
Dawkins, J. (2004). Corporate responsibility: The communication challenge. Journal of Communication Management, 9(2), 108-109. https://doi.org/10.1108/13632540510621362
Dellarmelin, M. L., Moraes, J. P., Hoeckesfeld, L., Severo, E. A., & Hahn, I. S. (2018). The influence of green branding on purchase intention, willingness to pay and consumers' emotional response: An experimental study. Latin American Journal of Management for Sustainable Development, 4(1), 69-82. https://doi.org/10.1504/LAJMSD.2018.091327
Dolega, L., Rowe, F. & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Eger, L., Komárková, L., Egerová, D. & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, 102542. https://doi.org/10.1016/j.jretconser.2021.102542
Evans, D., Bratton, S. & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Guthrie, C., Fosso-Wamba, S. & Arnaud, J. B. (2021). Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown. Journal of Retailing and Consumer Services, 61, 102570. https://doi.org/10.1016/j.jretconser.2021.102570
Goodell, J. W. (2020). COVID-19 and finance: Agendas for future research. Finance Research Letters, 35, 101512. https://doi.org/10.1016/j.frl.2020.101512
González, I. O., Camarero, C. & Cabezudo, R. S. J. (2021). SOS to my followers! The role of marketing communications in reinforcing online travel community value during times of crisis. Tourism Management Perspectives, 39, 100843. https://doi.org/10.1016/j.tmp.2021.100843
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of business research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001
Hang, H., Aroean, L. & Chen, Z. (2020). Building emotional attachment during COVID-19. Annals of Tourism Research, 83, 103006. https://doi.org/10.1016/j.annals.2020.103006
He, H. & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182. https://doi.org/10.1016/j.jbusres.2020.05.030
Higuchi, A. K. & Vieira, F. G. D. (2008). Marketing social corporativo como estratégia para a valorização de marcas: Um estudo da perspectiva do consumidor de alimentos do Paraná. Revista Alcance, 15(2), 243-261. https://www.redalyc.org/articulo.oa?id=477748628007
Higuchi, A. K. & Vieira, F. G. D. (2012). Responsabilidade social corporativa e marketing social corporativo: Uma proposta de fronteira entre estes dois conceitos. Acta scientiarum. Human and Social Sciences, 34(1), 31-40. https://doi.org/10.4025/actascihumansoc.v34i1.16759
Hoeffler, S. & Keller, K. (2002). Building brand equity through corporate social marketing. Journal of Public Policy and Marketing, 2, 78-89. https://doi.org/10.1509/jppm.21.1.78.17600
Huang, Q., Jin, J., Lynn, B. J. & Men, L. R. (2021). Relationship cultivation and public engagement via social media during the covid-19 pandemic in China. Public Relations Review, 47(4), 102064. https://doi.org/10.1016/j.pubrev.2021.102064
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 2295/6), pp. 342-351. https://doi.org/10.1108/JPBM-05-2013-0299
Kim, D. Y. & Kim, H. Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
Lacey, R., Kennett-Hensel, P. A. & Manolis, C. (2015). Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science, 43(3), 315-332. https://doi.org/10.1007/s11747-014-0390-9
Mateus, S. (2021). Retórica da publicidade pandémica. Comunicação Pública, 16(30), 1-14. https://doi.org/10.4000/cp.12260
McCoy, S., Everard, A., Galletta, D. F. & Moody, G. D. Here we go again! The impact of website ad repetition on recall intrusiveness attitudes and site revisit intentions. Information Management, 54(1), 14-24. https://doi.org/10.1016/j.im.2016.03.005
Nasir, V. A., Keserel, A. C., Surgit, O. E. & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?. Telematics and Informatics, 101687. https://doi.org/10.1016/j.tele.2021.101687
Pantano, E., Priporas, C. V., Devereux, L. & Pizzi, G. (2021). Tweets to escape: Intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries. Journal of Business Research, 130, 59-69. https://doi.org/10.1016/j.jbusres.2021.03.015
Pulizzi, J. (2014). Epic content marketing: How to tell a different story, breakthrough the clutter, and win more customers by marketing less. McGraw-Hill Education.
Rivera, J. J., Bigne, E. & Curras-Perez, R. (2019). Efeitos da responsabilidade social corporativa na lealdade do consumidor com a marca. Revista Brasileira de Gestão de Negócios, 21, 395-415. https://doi.org/10.7819/rbgn.v21i3.4003
Santos, C. (2021). A pandemia e a publicidade: Pistas para futuras reflexões. Comunicação Pública, 16(30), 1-16. https://doi.org/10.4000/cp.12119
Suryawardani, I. G. A. O. & Wiranatha, A. S. (2017). Digital marketing in promoting events and festivities. A case of Sanur Village Festival. Journal of Business on Hospitality and Tourism, 2(1), 159-167. http://dx.doi.org/10.22334/jbhost.v2i1.51
Tang, J., Zhang, P. & Wu, P. F. (2015). Categorizing consumer behavioral responses and artifact design features: The case of online advertising. Information Systems Frontiers, 17(3), 513-532. https://doi.org/10.1007/s10796-014-9508-3
Tuten, T. L. (2020). Social media marketing. Sage.
Vera, L. A. R, Gosling, M. S & Shigaki, H. B. Teoria da cultura do consumo: Possibilidades, limitações e caminhos em estudos de marketing no Brasil. Revista de Gestão dos Países de Língua Portuguesa, 18(1), 15-32. https://doi.org/10.12660/rgplp.v18n1.2019.78889
Wells, W. D. (1964). EQ, son of EQ, and the reaction profile. Journal of Marketing, 28(4), 45-52. https://doi.org/10.1177/002224296402800409
Westberg, K., Stavros, C., Smith, A. C., Munro, G., & Argus, K. (2018). An examination of how alcohol brands use sport to engage consumers on social media. Drug and Alcohol Review, 37(1), 28-35. https://doi.org/10.1111/dar.12493
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. https://doi.org/10.1080/00913367.1943.10673459
Zhu, B., Zheng, X., Liu, H., Li, J. & Wang, P. (2020). Analysis of spatiotemporal characteristics of big data on social media sentiment with COVID-19 epidemic topics. Chaos, Aolitons & Fractals, 140, 110123. https://doi.org/10.1016/j.chaos.2020.110123
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Comunicação Pública
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
