Impact of the COVID-19 Pandemic on Changing the Content of Social Media Advertising

• Authors: Andrea Seberíni , Miroslava Tokovska

Title variants

PL

Wpływ pandemii COVID-19 na zmianę treści reklam w mediach społecznościowych

Abstracts

PL

Media społecznościowe i reklamy oferują możliwość otrzymywania informacji przed i po zakupie. Reklama odgrywa znaczącą rolę w marketingu, ponieważ każda firma dąży do tego, aby jej produkt odniósł sukces i był rozpoznawalny wśród docelowych odbiorców, dlatego właściwa promocja produktu jest bardzo ważna. Promocja odgrywa istotną rolę w kompozycji marketingowej, ponieważ jej zadaniem jest przyciąganie uwagi potencjalnych nabywców. Głównym celem niniejszego opracowania jest ustalenie, w jaki sposób media społecznościowe, a zwłaszcza reklama, zmieniły swój przekaz podczas pandemii COVID-19. Ankieta została rozesłana wśród respondentów za pośrednictwem mediów społecznościowych. Staraliśmy się uwzględnić reprezentantów każdej grupy wiekowej tak, aby jak najpełniej odwzorować rynek słowacki. Spośród wybranych losowo uczestników (użytkowników mediów społecznościowych), ankietę wypełniło 135 respondentów. Skutki pandemii COVID-19 w zakresie reklamy spowodowały pewne zmiany. Według odpowiedzi respondentów zmiany te dotyczyły treści reklam, zastosowanych motywów, ich narracji, oferowanych produktów, usług lub wszystkich wymienionych elementów łącznie. Konsumenci zauważyli zwiększoną ilość produktów związanych z COVID-19, szczególnie takich, jak maseczki ochronne, środki dezynfekcyjne itp.

EN

Social media and advertising offers opportunities for receiving pre- and post-purchase information. Advertising plays a significant role in business marketing, as every company wants its product to be successful, and familiar to its target audience, and thus, it is essential to promote it. Promotion plays an important role within the marketing mix, as its aim is to draw the attention of potential buyers. The main purpose of this study is to find out how social media, especially advertising, changed its content during the COVID-19 pandemic. A questionnaire was distributed among respondents by means of social media. This way we included representatives of each age category trying to resemble, as closely as possible, the Slovak market. From among the randomly selected participants (social media users), 135 respondents completed the questionnaire. As for the impact of the COVID-19 pandemic, in terms of advertising, we found out that there had been a certain change. According to the answers of our respondents, the changes related to the content of advertisements, the motives used, their narratives, offered products or services, or the combination of all the above. Consumers noticed an increased amount of COVID-19 related products such as face masks, disinfectants, etc.

Keywords

PL

COVID-19; internet; media społecznościowe; reklama; reklama cyfrowa

EN

COVID-19; social media; advertising; internet; digital advertising

• Publisher: Uniwersytet Kardynała Stefana Wyszyńskiego w Warszawie
• Journal: Studia Ecologiae et Bioethicae
• Year: 2021
• Volume: 19
• Issue: 3
• Pages: 61-71

Dates

published

2021

Contributors

author

Andrea Seberíni

• Faculty of Economics, Matej Bel University,

• https://orcid.org/0000000285311611

author

Miroslava Tokovska

• School of Health Sciences, Kristiania University College,

• https://orcid.org/0000000282793168

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Identifiers

DOI

10.21697/seb.2021.19.3.06

Biblioteka Nauki

1815535