Social media marketing in the covid19 văn nguyễn hoàng trân AEN T122WSB 6 21001345

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Title: Why is social media marketing is essential during the Covid-19 pandemic? Length

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The world is developing more and more, and information technology also gradually occupies a large part in the fields of human life The Internet has become an indispensable means of

connection in people's daily lives That is why social media is a place for people to express their feelings and opinions, and it is also gradually becoming an essential part of a marketing strategy

‘All types of social media provide an opportunity to present oneself and one's products to

dynamic communities and individuals that may be interested’ (Roberts & Kraynak 2008)

Especially during the Covid-19 pandemic, social media have become the only tool for people to communicate and go shopping Due to this reason, social media marketing is critical during the Covid-19 pandemic Although many negative ramifications may derive from this suggestion, it is convinced that social media strategies in terms of marketing are advantageous to both customers and companies To prove it, the change in consumer behaviour, brings benefits for businesses and takes advantage of the customer will be analysed before a reasonable conclusion is drawn

The covid-19 pandemic has changed many aspects of life The change in consumer behaviour became one of the big reasons social media marketing was important during the covid-19 pandemic The first change in consumer behaviour is that customers order online more than usual Because of business closures and buyers' fear of getting the coronavirus in public, online shopping surged in 2020 This trend continued until vaccinations became commonly accessible

in 2021 Additionally, consumer demand for goods increased worldwide, spent their stimulus checks and shifted cash that would have gone toward travel and restaurants to home improvements and decorations, among many other things According to Adobe (2020), who

states that: internet shopping sales increased 103 per cent year over year in 2020, with US customers spending $73.7 billion In 2021, buyers kept up the pace, spending $79.2 billion on online ordering, up 7.2 % from the prior year Consumers today spend $6.7 billion on groceries online each month, up from $3.1 billion pre-pandemic According to Adobe, the category will hit

$85 billion in 2022 As a consequence of the developing growth of online shopping throughout the outbreak, social media is regarded as a prospective and insightful market that plays a strategically coordinated function in marketing in any firm during the Covid-19 pandemic

One of the other causes of consumer changes is they were raised in fear of visiting stores Due to the coronavirus poses multiple health consequences, consumers have started to minimise crowded areas since the outbreak of the Covid-19 epidemic They have limited their shopping through booths for direct items Since the Covid-19 breakout, customers have been instructed to avoid crowded places, maintain social distance in retail stores by shopping alone whenever feasible, and avoid touching public surfaces Being attractive to shoppers, these "new normal" behaviours work against enclosed retail malls That's how many Americans are afraid to go to the local supermarket during the coronavirus outbreak, according to a recent survey by C+R Research (2020) According to a poll released by the firm First Insight (2020), 32% of respondents of individuals feel anxious or highly unsafe when visiting shopping centres 80% of women are scared to try on makeup and other beauty goods in stores, while 68% are hesitant to try on clothes in dressing rooms, and 61% are scared of trying on shoes As a result, to be appropriate and respond appropriately to consumer changes, it is a fantastic idea to use social

media to promote convenience and assure customer safety throughout the Covid-19 pandemic is correct and vital

Another argument that proves that social media marketing is essential during the covid 19 epidemic is that it benefits the business One of the first benefits of social media marketing to the corporation is creating awareness and building brand image Social media is a great way to get ideas out there According to Thota (2018), 93% of U.S firms use Facebook and other social media platforms like Twitter and LinkedIn As a result, social media provides businesses with online ways to build product/brand awareness among customers Consumer-to-consumer interactions on social media platforms also share product/brand experiences (Thota, 2018) Therefore, social media allows businesses to increase brand awareness for their goods or services Especially during the covid-19 pandemic, the increase in using social media is not unexpected With many individuals suffering from social isolation or complete isolation, social media platforms are becoming our only means of communication with the outside world Almost half of the internet users in studied nations (47%) say they have started spending more time on social media, with approximately half of these users (23%) saying they have spent

"substantially" a higher quantity of time spent on social media than before the lockdown,

according to Digital 2020 April Global Statshot Report (2020) As we all know, most customers

are spending an incredible amount of time online to keep in touch and educated and keep their attention engaged in the current scenario This is the perfect moment for businesses to establish themselves Brands may run unique campaigns to grab the people's attention and convert them due to the growing number of total people on social media Consequently, social media marketing may be incredibly beneficial to a company's sales

In addition to the provision outlined above, social media marketing has a wide range of advantages, including retained customers Social media marketing makes it much easier for consumers to obtain information about its products (Puspaningrum, 2020) Social media marketing also demonstrates a good association with customer loyalty, connection, and trust (Khoa, 2020) Social media marketing has increased communication and relationships between customers and businesses It is primarily viewed as a powerful tool for influencing consumers' purchasing habits and loyalty Customer behaviour because of the ongoing COVID-19 pandemic and fears of nationwide lockdowns, as consumers stocked up on basics Hoarding of home items has been documented worldwide, resulting in a shortage of basic supplies such as toilet paper, hygiene products, and hand sanitiser (Ward, 2020: Sheth 2020) In the meantime, social media and the internet have skyrocketed (Donthu & Gustafsson, 2020) Because of the current circumstances, businesses can only communicate with customers through social media and online platforms It is simple to use social media marketing to keep in contact with customers to build loyalty throughout the covid-19 pandemic During the pandemic, the popularity of social media increased (as of January 2022, there were 4.62 billion social media users worldwide Which amounts to 58.4% of the global population) Lockdowns have been established in several nations, with only critical products and services available Global social media users have expanded by more than 10% in the last 12 months, with 424 million new users commencing their social media journey in 2021 In such situations, social media marketing aids firms in keeping in touch with and retaining customers Social media platforms also increase the number of visitors

to a company's website and other social media pages This aids in the targeting of both current and prospective customers

During the Covid-19 pandemic, social media marketing not only brings benefits to businesses but also takes advantage of customers Meet the consumption needs of consumers and, at the same time, ensure the safety factor would be the best benefit for the customer during the

covid-19 pandemic When COVID-covid-19 went off, customer behaviour changed dramatically, allowing the company to identify their most loyal buyer in the public domain This massive task is unprecedented, forcing businesses to develop novel methods and adapt to new everyday situations (Carnevale and Hatak 2020) Consumers' requirements, particularly necessities such as food, clothes, protection, and health promotion, remain unaffected by distance, blockade, and the

"pause" of all activity Consumers can accomplish these needs while maintaining security by purchasing online because they do not have to travel to many locations

Social media marketing creates a sense of "connectedness" that consumers can become happier and relieve stress during a difficult time because of the coronavirus As the COVID-19 virus begins its second year, super-advanced varieties have led to an increase in illnesses and renewed lockdowns in numerous nations The pandemic's devastation - millions of deaths, economic turmoil, and extraordinary societal restrictions — has significantly impacted people's mental health Researchers worldwide are looking into the reasons and effects of this stress, and some are concerned that the decline in mental health will last long after the pandemic has passed

In December, more than 42% of adults surveyed by the US Census Bureau experienced anxiety

or depression symptoms, up from 11% Other polls' findings show that the situation is similar worldwide ('COVID's mental stress') When a long-term isolation/blockade prevents people from communicating with one another, social media marketing meets customers' shopping needs

through online shopping channels in an adequate and timely manner As a result, through purchase, payment, and delivery notifications are given via customers' messages/emails, online shopping aids in the creation of a sense of "connection" to society

In conclusion, a change in information technology and consumer behaviour during the

Covid-19 pandemic and social media marketing also take advantage of both businesses and customers

It is convinced that social media marketing is essential during the Covid-19 pandemic and even after that Therefore, both small businesses and developed firms should adopt ‘the new style of advertisement’ during a difficult time because of the coronavirus In addition, corporations should operate social media marketing wisely, especially in the era of Covid-19, with many changes in many aspects of life

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