‘Riding Out the Pandemic’: Brand Communication on Social Media and Consumer Engagement
42 Pages Posted: 26 Apr 2022 Publication Status: Published
Abstract
This work examines the various appeals of brand messages on social media that enhance consumer response during a global health crisis in the form of COVID-19 pandemic. The variation of these effects across brands that sell essential and non-essential products/services is examined. Message appeal is classified as emotional, rational, and moral, while consumer response is measured by likes and shares. Following an exploratory study analysing 100 brand tweets, a total of 26,362 brand tweets on Twitter were collected for the main study. The findings contribute to the emerging literature on brand communication on social media during a global health crisis.
Keywords: COVID-19, Social media, message appeal, consumer engagement, global health crisis
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