Komunikacja w dobie koronawirusa szansą dla marki na nawiązanie bliskich relacji z otoczeniem. Studium przypadku komunikacji marki 4F z konsumentami w pierwszej fazie pandemii COVID-19

Abstract

The purpose of the analysis presented in the article is to confirm the thesis that the time of the coronavirus pandemic was an opportunity for brands to establish close relations with the environment. The brands showed their non-commercial sense of existence and organized or supported the CSR campaign, which positively influenced their image. A positive example of communication activities carried out by the 4F brand was analyzed in the article. The author analyzed the content of the Facebook profile of the 4F brand in the period from March 14 to May 4, the time when stationary stores were closed by ordinance of the Minister. The analysis of comments under Facebook posts showed that the activities carried out had a positive impact on the brand’s reception and involved its surroundings in aid campaigns. Therefore, the thesis proved to be true.