Abstract
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.
Highlights
The ongoing coronavirus pandemic has brought uncertainty as well as many challenges for the whole society and for many businesses in the market environment
As shown in the tables, the data present three the most successful posts from the point of view of their interactions, comments and sharing which are categorised into the posts about the company everyday agenda and those concerning the coronavirus pandemic
In the last two years, Facebook has certainly been regarded as a key tool for digital marketing communication and due to the coronavirus outbreak, it has started to play an indispensable role in the online space
Summary
The ongoing coronavirus pandemic has brought uncertainty as well as many challenges for the whole society and for many businesses in the market environment. The authors focus on one of the biggest fast food chains in the world - McDonald’s and its communication on Facebook during the first COVID-19 outbreak in the context of globalization. The authors focus on Facebook communication of the selected brand in the markets across the USA, Australia and Europe - especially in Slovakia. Social sites became a platform for various free-time activities worldwide. The prognoses from the USA report a higher rate of use of social sites, which is confirmed by the research published on statista.com, where the respondents were inquired whether they thought that the time they spent online had increased during the pandemic. As shown in the Picture 1 - up to 63.7% of respondents said they had been more active on YouTube, followed by 62.3% for Facebook and 43.1% for Instagram
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