Social media marketing gains importance after Covid-19

Figures & data

Figure 1. Consumer decision-making model

Table 1. Comparison of the sample and overall United States demographics

Demographic	Sample Pool Characteristics	United States Characteristics*
Age	Average = 34.1682 Years	Average = 38.5 Years
Gender	64% male; 36% female	49.2% male; 50.8% female
Annual Household Income	6.4% Over 100,000 USD 14.7% 75,000 USD to 100,000 USD 29.7% 50,000 USD to 74,999 USD 21.4% 35,000 USD to 49,999 USD 14.1% 20,000 USD to 34,999 USD 13.8% Less than 20,000 USD	Median 60,300 USD
Education Level	0.3% Doctorate 26.3% Master’s degree 45.6% College graduate 24.5% Some college 3.4 % High school graduate	88 % with at least a High School Degree 33% with at least a College Degree
Ethnicity	4.3% Asian 13% Black or African American 5.8% Hispanic or Latino 2.8% Native American 73% White 0.6% Other	4.4% Asian 12.5% Black or African American 6% Hispanic or Latino 2.36% Native American 74.5% White 0.3% Other

*Source: United States Census at www.census.gov

Table 2. Analysis of variance—use of social media to identify product needs

	Type 3 Sum of Squares	DF	Mean Square	F-Value	P-Value	Mean pre-COVID-19 Pandemic	Mean post-decla ration of COVID-19 Pandemic
COVID Pandemic	7.927	1	7.93	10.13	<0.01*	4.64	4.86
Respon dent Blocking	1840.86	326	5.65

*significant difference

Table 3. Analysis of variance—use of social media for shopping to compare products

	Type 3 Sum of Squares	DF	Mean Square	F-Value	P-Value	Mean pre-COVID-19 Pandemic	Mean post-decla ration of COVID-19 Pandemic
COVID Pandemic	19.18	1	19.18	16.86	<0.01*	4.42	4.76
Respond ent Blocking	1802.53	326	5.52

*significant difference

Table 4. Analysis of variance—use of social media to evaluate product risks

	Type 3 Sum of Squares	DF	Mean Square	F-Value	P-Value	Mean pre-COVID-19 Pandemic	Mean post-decla ration of COVID-19 Pandemic
COVID Pandemic	19.87	1	19.87	17.04	<0.01*	4.25	4.60
Respon dent Blocking	1920.12	326	5.89

*significant difference

Table 5. Analysis of variance—use of social media to purchase products

	Type 3 Sum of Squares	DF	Mean Square	F-Value	P-Value	Mean pre-COVID-19 Pandemic	Mean post-decla ration of COVID-19 Pandemic
COVID Pandemic	4.199	1	4.199	5.09	0.025*	4.17	4.33
Respon dent Blocking	2282.25	321	7.109

*significant difference

Table 6. Analysis of variance—use of social media to express product satisfaction levels

	Type 3 Sum of Squares	DF	Mean Square	F-Value	P-Value	Mean pre-COVID-19 Pandemic	Mean post-decla ration of COVID-19 Pandemic
COVID Pandemic	1.034	1	1.034	1.25	0.26	4.03	4.11
Respon dent Blocking	2362.48	326	7.247

*significant difference