Consumer responses to brand communications involving COVID-19

ABSTRACT

Building on social distancing theories, we present how brands use social media content involving COVID-19 and how consumers respond to it. Drawing from the literature on social marketing, societal marketing, corporate social responsibility (CSR), brand activism, and crisis communication, we theoretically classify branded COVID-19 content in social media environments. We argue that brands – limited to the German market – utilise COVID-19 in manifold ways, involving themselves in social causes and, furthermore, in many cases, assuming a role as a spokesperson for crisis communication. Our findings demonstrate that the Coronavirus pandemic and the corresponding reinforcement of social distancing act as amplifiers of consumer sensitivity. However, even in situations of external crisis, marketing managers can build brand equity by showing empathy.

KEYWORDS:

• Empathetic marketing
• social distancing theories
• corporate social marketing
• brand activism
• crisis communication
• digital content marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Andreas Hesse

Andreas Hesse has been a professor of marketing at Koblenz University of Applied Sciences since 2019. His main research interests include internal branding, green marketing, and trade marketing. He has published in the Journal of Business Ethics, Harvard Business Manager, Corporate Reputation Review, and Journal of Marketing Communications and has presented his research at various international research conferences. Before his academic career, he worked in executive marketing, sales, and customer service positions for over 15 years.

Franziska Niederle

Franziska Niederle has a master’s degree in Marketing and International Business from Koblenz University of Applied Sciences. During her studies, she worked for an international e-commerce company, where she gained strong marketing, communication and IT skills. She is particularly interested in branding, marketing, and e-commerce, especially in the field of research.

Laura Schön

Laura Schön has a bachelor’s degree in Marketing and International Business from Koblenz University of Applied Sciences. During her studies, she gained valuable international experiences. Working in a sales and marketing department in Canada and studying in South Africa broadened her horizons and strengthened her language skills. Following her studies, she is particularly interested in pursuing consumer research, especially in the intercultural context.

Daniela Stautz

Daniela Stautz is currently completing her master’s degree in Business Management and Marketing at Koblenz University of Applied Sciences. During her studies she has been working for a publishing house in the social media sector with a specialisation in organic social media marketing.