TITLE:
Commercial Organizations’ Use of Social Marketing (Advertising) to Foster Sustainable Relations with Consumers through the COVID-19 Era
AUTHORS:
Eiman M. Negm, Ahmed Ghazal
KEYWORDS:
Advertising, COVID-19, Social Marketing, Sustainable Relations
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.12 No.9,
September
30,
2022
ABSTRACT: Purpose: This study explores commercial organizations’ role
in social marketing (advertising) for
sustainable relations with consumers during COVID-19 era. Three research questions are sought: how should brands
advertise products or services during COVID-19; what are the marketing
strategies that consumers deem valuable in creating relations that can lead to
profit generation after COVID-19era; what is the impact of advertising social
marketing purpose-inspired actions? Design/Methodology/Approach: This qualitative study holds an exploratory purpose of examining consumers’ opinions towards
brands’ social marketing behaviors. Semi-structured interviews are conducted
with middle-class-income consumers during January 2021 (cross-sectional study).
Thematic analysis is used to identify rational conclusions. Findings: Through
thematic analysis, it is found that: changes in consumers’ choice of purchases,
marketing strategy, and adoption of digital commerce were common
during the COVID-19 era; ads that drew consumers in sought to
make a positive impact and imprint new human values that matched the needs of
society; online advertising reached consumers effortless; compassionate purpose
driven and social advertising is deemed attractive in the era of COVID-19;
brand honesty, accountability, and charity are effective to build brands at a
time when people are increasingly choosing brands that align with their values;
purpose driven or social marketing can signal to consumers to engage with a
brand in myriad ways. Originality/Value: This study contributed to the literature, illustrating the prosperous
strategies and practices that would navigate businesses lucratively during the
pandemic to better satiate consumers’ attention, support, purchase intents, and
loyalty during COVID-19.