Research background: The global coronavirus crisis has become a household name across all segments of digital marketing communication. Whereas some brands primarily focused their communication on corporate social responsibility at that time (from March to May 2020). What and how the brands were communicated on social sites within the pandemic marketing communication can become a significant finding for the research into CSR or changes of digital behaviour of certain brands. Purpose of the article: The purpose of the paper is to analyse and subsequently compare the content of a relevant brand to be published on Facebook in the context of globalization and during the first COVID-19 outbreak. In the paper, the authors dealt with the McDonald’s and their communication and content to be published on Facebook within a specific time period (March to May 2020) in particular markets. Methods: The authors intended to analyse content and format papers that were published and subsequently analysed - content or format consistency is the essence of social sites communication. The quantitative part will consist of the content analysis of key words and at the same time, the size and economic power of the target audience and their reactions will be observed. The qualitative part will entail evaluation of communication, content and current communication. Findings & Value added: There is a question if and what a relevant brand communicated to their consumers and fans on social sites during the COVID-19 outbreak or the state of emergency, as being responsible and staying home was the most effective vaccine against the COVID-19 pandemic.

Research background: The groundswell is an undoubted threat, but also a potential of companies. It is important for business entities with a global scope to monitor potential customers and consumers when behaving in a digital environment, because there is a possibility of creating a so-called groundswell, which can have global adverse effects on the company's sales and reputation. Only if we continuously monitor and evaluate all aspects, including the activity of the groundswell, can we predict and intervene at the right time. Purpose of the article: The aim of the paper is to map the possibilities of data collection, analysis, and visualization, which were created in the digital media environment using the groundswell. The partial goals are in the study of theoretical background and analysis of the possibilities of data collection, research, and evaluation. Methods: We used the methods of thematic analysis for the theoretical framework of the paper. To explore the possibilities, we used the method of content analysis of individual tools and outputs of digital media, which provide data, analysis, and subsequent visualization. Qualitative analysis of the content of texts allows a basic prerequisite for fulfilling the objectives of the paper. Subsequent content analysis of tools and options enables comprehensive fulfilment of the main goal. Findings & Value added: The presented paper focuses on specific possibilities of data collection originating from the digital environment, which can be used for further research of the issue and the design of a future system that would avert the global devastating effects of the groundswell. This is because only the prediction of behaviour and immediate response allows for a better response to a crisis.

Research background: COVID-19 has changed the world and the coronavirus crisis has influenced not only undertakings, but also consumers. There is no doubt that this outbreak has reflected on various economic indexes - economic downturn, higher unemployment rate or governments obliged to flexibly face the crisis and trying to tackle the situation. Financial market indicators or financial statements forecast either a certain stagnation or even a dramatic slump. A consumer has thus become the centre of attention because they are expected to have already adapted a certain form of financial behaviour. Behavioural economics is linked to specific methods and indicators that need to be used for evaluating consumers’ current financial situation. At the same time, it is important to place emphasis on world globalisation connected with online world and mobile devices. We must admit that mobile consumers are permanently surrounded by social media and customised location modules. Purpose of the article: The purpose of this article is to study the state of financial behaviour in the domestic environment and e-commerce potential under the most severe COVID-19 preventive measures while comparing the findings with other countries. Methods: In the quantitative research, comparing the results and searching for correlations between the domestic research sample and the selected EU countries, USA and Asia and individual financial situation and indebtedness of households. The qualitative part of the research consists of theoretical background and secondary sources. Findings & Value added: Defining financial behaviour will help corporations get adapted to the current situation. The conclusions we have obtained from our findings can be applied across various business segments.

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In addition to the massive home office, the COVID-19 pandemic has brought an enormous increase in the popularity of outdoor activities. This was also reflected in the very high demand for bicycles and accessories for cyclists, which led to the groundswell effect and an increase in fan interaction and engagement within the social media profiles of bicycle manufacturers. The research design in the present paper contains a consistent and synergistically balanced share of qualitative and quantitative methods. Within the theoretical background, methods of analysis of sources from leading authors are used, especially from articles based on leading scientific journals and proceedings. The practical part uses quantitative methods in the form of data collection through the tools Zoomsphere and Socialblade. The selection of assessed business entities consisted of a ranking of profitability and evaluation according to the leading portal designed for the segment of cyclists. The findings point to the content structure of profiles on social media in the segment of bicycle manufacturers. They also point to the content structure of the best contributions on these social media and to the recommendations in the form of categories for the bicycle manufacturers segment. The authors also define the best types of posts for future content in that segment. Domestic and global businesses in this segment require knowledge of the laws on social media in the form of user behavior and the groundswell effect. The limits of the findings are in the selection of business entities, which were selected on the basis of profitability and evaluation according to the leading cycling portal, also within the limits of social media analysis and management tools. Despite the above facts, the added value exceeds the limits within the author's contribution. The originality of the paper is based mainly on the fact that the selected segment from the point of view of the groundswell effect is unexplored. It is important to examine this segment, especially due to the high demand for products in this segment and the relentless interest in the form of user interactions.