This paper deals with the issue of innovation in e-commerce, specifically with the application of innovative methods of evaluating customer interactions in the environment of the virtual social network Facebook. The first part presents the results of desk research on the issue of the utilization of virtual social media Facebook in e-commerce in order to approach the knowledge base of the analysed issues. The aim of the second part of the study presented in the paper was to describe and evaluate the activities of customer groups of the five largest e-commerce entities operating in the Slovak virtual market. The data needed for the analysis were collected during the state of emergency declared in connection with the COVID-19 pandemic. From the point of view of findings, the initial trends in the customers interactions were declining online activity over the weekend and an increase in online activity at the beginning of the working week. In general, it can be stated that data were analysed in a highly non-standard market situation. With respect to the social media e-communication of selected e-commerce entities, it was possible to outline specific patterns of consumer behaviour. As a result, it was possible to create a qualitative knowledge base for further research into the impact of the COVID-19 pandemic on national and international economies, for both economics and management sciences.

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The issue of corporate reputation management is one of the key areas in the process of building trust between the supply and demand side of the market. The services sector, which, as a rule, works predominantly with intangible products, is particularly vulnerable to reputational damage. The presented study aims to examine the impact of the COVID-19 pandemic on the overall level of reputation of eleven Slovak teaching hospitals. The data sources used in the form of publicly available databases cover both the traditional factors of the brick-and-mortar market, as well as the factors related to the virtual Internet environment. The results of the analysis point to the fact that while the traditional level of reputation of the entities reflected changes in the market only to a relatively limited extent, the level of the online reputation of the analysed entities decreased significantly due to the pandemic. This finding underscores the fact about the fragility of reputation in the Internet environment. By comparing individual reputational factors in the pre-pandemic period with the situation during the peak of the third wave of the pandemic, the study offers a relatively compact knowledge base for formulating basic transformations for comprehensive research into the impact of a pandemic on corporate competitiveness.

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