Marketing in the era of COVID-19

Hoekstra, Janny; Leeflang, Peter S. H.

doi:10.1007/s43039-020-00016-3

Cited by 105 publications

(150 citation statements)

References 19 publications

(24 reference statements)

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“…Yet, Twitter users displayed a surprisingly poor brand awareness in the pharma industry as they were unable to mention individual brands, spreading tweets against big pharma as a non-specific entity. This might suggest companies monitor their brand awareness also on social media platforms and investigate how users mention them as the marketing discipline will not be likely the same after COVID-19 (Hoekstra & Leeflang, 2020 ). Future research might further investigate this topic and apply our analyses in other industries.…”

Section: Discussionmentioning

confidence: 99%

Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic

2021

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In the wake of the COVID-19 pandemic, unprecedent amounts of fake news and hoax spread on social media. In particular, conspiracy theories argued on the effect of specific new technologies like 5G and misinformation tarnished the reputation of brands like Huawei. Language plays a crucial role in understanding the motivational determinants of social media users in sharing misinformation, as people extract meaning from information based on their discursive resources and their skillset. In this paper, we analyze textual and non-textual cues from a panel of 4923 tweets containing the hashtags #5G and #Huawei during the first week of May 2020, when several countries were still adopting lockdown measures, to determine whether or not a tweet is retweeted and, if so, how much it is retweeted. Overall, through traditional logistic regression and machine learning, we found different effects of the textual and non-textual cues on the retweeting of a tweet and on its ability to accumulate retweets. In particular, the presence of misinformation plays an interesting role in spreading the tweet on the network. More importantly, the relative influence of the cues suggests that Twitter users actually read a tweet but not necessarily they understand or critically evaluate it before deciding to share it on the social media platform.

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Section: Discussionmentioning

confidence: 99%

Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic

2021

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“…This could be true especially with the emergence of strong limitations on physical interactions as during the COVID-19 pandemic (Papadopoulos et al, 2020 ). In such a scenario, the online channel becomes the most important environment for customers to get in contact with the firm and carry out purchasing activities (Hoekstra & Leeflang, 2020 ). Firms should push technological investments to provide a digital experience, manage product configuration and/or support sales directly (Siggelkow & Terwiesch, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

Reacting to the COVID-19 pandemic through digital connectivity with customers: the Italian experience

et al. 2021

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The COVID-19 has deeply impacted the firm’s competitiveness because of the restrictions that limited the relationships with existing and new customers. The pandemic has pushed firms to rely on digital technologies to redefine business processes as well as customer relationships and marketing strategies. The digital technological portfolio firms may rely on to face the COVID-19 related challenges spanning from the established web-based technologies to the more recent Industry 4.0 tools related to the fourth industrial revolution. In this regard, the paper aims at exploring which digital technologies allowed firms to positively react to the pandemic to overcome their constraints in managing the market relationships. Based on an original qualitative analysis on 26 Italian SMEs carried out during the first Italian lockdown in 2020, the paper identifies three strategies in the use of digital technologies to support customer relationship management and market expansion. It emerges specifically the strategic importance of web-based technologies (videoconferencing, CRM and e-commerce) to support firm competition and performance through customer interactions and digital experience, advancing the literature on firms’ reaction strategies during turbulent and crisis times.

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“…The demand pattern for fresh produce is also disrupted, so that fresh produce that is not quickly absorbed by the market is at risk of deteriorating in quality [40,41]. Not only that, but the pattern of service experiences such as support, marketing and advice that agri-food product retailers normally provide to the end consumer is also affected [37,42].…”

Section: Agri-food Sme Characteristics and Open Innovationmentioning

confidence: 99%

Prioritizing Business Quality Improvement of Fresh Agri-Food SMEs through Open Innovation to Survive the Pandemic: A QFD-Based Model

Wicaksono

Hossain

Illés

2021

Journal of Open Innovation: Technology, Market, and Complexity

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It is important that SMEs are able to prioritize business quality by identifying business requirements based on customer requirements. This strategy is able to help SMEs generate innovation in the form of improved business quality activities to meet customer requirements. This approach uses the “quality function deployment (QFD)” method to identify the priority business requirements and improvement actions to generate business quality. As a result, we managed to identify five priority variable business requirements (BReqs) based on seven variable customer requirements (CReqs) with the lowest satisfaction score. We proposed some improvement actions in perspective quality based on five priority business requirements. Moreover, the final quality matrix of business quality improvement priority generally makes it easier for users to read and find out which variables need to be improved. This research also presents a solution so that users can perform business actions effectively and efficiently in allocating their resources.

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Marketing in the era of COVID-19

Cited by 105 publications

References 19 publications

Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic

Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic

Reacting to the COVID-19 pandemic through digital connectivity with customers: the Italian experience

Prioritizing Business Quality Improvement of Fresh Agri-Food SMEs through Open Innovation to Survive the Pandemic: A QFD-Based Model

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