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‘Riding Out the Pandemic’: Brand Communication on Social Media and Consumer Engagement

42 Pages Posted: 26 Apr 2022 Publication Status: Published

See all articles by Kapil Kaushik

Kapil Kaushik

affiliation not provided to SSRN

Abhishek Mishra

Indian Institute of Management (IIM), Indore

Dianne Cyr

Simon Fraser University (SFU) - Beedie School of Business

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

Suggested Citation

Kaushik, Kapil and Mishra, Abhishek and Cyr, Dianne, ‘Riding Out the Pandemic’: Brand Communication on Social Media and Consumer Engagement. Available at SSRN: https://ssrn.com/abstract=4073508 or http://dx.doi.org/10.2139/ssrn.4073508

Kapil Kaushik

affiliation not provided to SSRN ( email )

No Address Available

Abhishek Mishra (Contact Author)

Indian Institute of Management (IIM), Indore ( email )

Prabandh Sikhar
Rau-Pithampur Road
Indore, Madhya Pradesh 453331
India

Dianne Cyr

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Colombia V5A 1S6
Canada

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