Abstract
The study presented in this contribution deals with the issue of using modern methods of data collection for the purposes of analysing consumer behaviour. Professional literature as well as business practice offer us an enormous number of approaches, traditional or innovative, with which it is possible to obtain and then evaluate data in order to understand specific patterns of consumer behaviour. Following on from our previous research in the field, we have applied a method of collecting and evaluating customers e-data in real time. As a source of data, we used the virtual social network Facebook. As a sample we selected customers of the five largest e-shops operated in the Czech Republic. On a sample of more than one and a half million users we monitored the B2C communication of e-shops and subsequently the C2B Facebook interaction of their customers during the lockdown caused by the COVID-19 pandemic. In the observed period we analysed hundreds of thousands of interactions and then outlined basic trends and specific characteristics of consumer behaviour suitable for further research. The selected findings resulting from the implemented analyses contribute to the creation of a knowledge base of a qualitative nature, which can help to define research goals in the future process of examining the effects of the pandemic on various aspects of business.
Highlights
The application of innovative practices and the management of innovation in general, within the context of the continuous development of information and communication technologies (ICT), has been an important topic of business practice for several decades [1]
The selected findings resulting from the implemented analyses contribute to the creation of a knowledge base of a qualitative nature, which can help to define research goals in the future process of examining the effects of the pandemic on various aspects of business
The selected findings resulting from the implemented analyses contribute to the creation of a knowledge base of a qualitative nature, which should help to expand general knowledge in the field of innovation in management, crisis communication and marketing approaches
Summary
The application of innovative practices and the management of innovation in general, within the context of the continuous development of ICT, has been an important topic of business practice for several decades [1]. Due to the unusual situation in the global market, namely the pandemic caused by the COVID-19 virus, companies suddenly had to reconsider their position on applying e-commerce tools to their portfolios, as countries across the Western market began to close their economies to slow the spread of the pandemic. The aim of the study is to present partial qualitative results of currently implemented comprehensive research into selected characteristics of consumer behaviour and its changes during the first COVID-19 lockdown. The selected findings resulting from the implemented analyses contribute to the creation of a knowledge base of a qualitative nature, which should help to expand general knowledge in the field of innovation in management, crisis communication and marketing approaches
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