Social media communication habits of emerging adults with brands during the Covid-19 pandemic

Mitreva, Mila and Arsova, Monika (2022) Social media communication habits of emerging adults with brands during the Covid-19 pandemic. In: 9th REDETE Conference 2022, 15-16 Sept 2022, Ancona, Italy.

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Abstract

This study examines the social media communication habits of emerging adults regarding their communication with brands, during the Covid-19 pandemic. The research was done through online questionnaires (Google Forms) on a sample of 284 emerging adults, aged 18-29. The paper integrates three different social media in the analysis – Facebook, Instagram and Twitter, as a unique combination of media that were researched during this period. The results show that emerging adults prefer using Facebook and Instagram in their communication with brands and have used them in the past six months, while Twitter is rarely used for this purpose. The frequency of usage of Facebook and Instagram is mostly every day. The results of the relative importance of social media for brand communication with emerging adults show divided opinions, with one part perceiving them as important media for communication and another part of the respondents, as less important. On the other side, most emerging adults find that their preferred social media – Facebook and Instagram are good sources of information for products or services. Additionally, they state that brand communication on these media has a positive influence on their purchase decision. The results show that the communication between brands and emerging adults is not one-way, but mainly an interactive process in which the respondents engage with the content of the communication messages by clicking on it to see more. Based on primary research, this study can be of use to the companies in crafting informed communication strategies and plans, that best suit the habits of their potential consumers in the ongoing and future crisis of similar nature.

Item Type:	Conference or Workshop Item (Speech)
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Mila Mitreva
Date Deposited:	20 Oct 2022 09:03
Last Modified:	20 Oct 2022 09:03
URI:	https://eprints.ugd.edu.mk/id/eprint/30269

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