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Author: Patrícia Dias
Publisher: Taylor & Francis
ISBN: 1000953726
Category : Business & Economics
Languages : en
Pages : 124
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Book Description
As activity significantly reduced during mandatory lockdown periods aiming to contain the spread of Covid-19, the relationship between organizations and their stakeholders became almost strictly digital. While some brands already have developed digital channels and made a smooth transition, others struggled to remain connected to their consumers and in the process created a panoply of new digital strategies and practices. This book discusses how the Covid-19 pandemic changed the way consumers relate with brands and how brands can reinvent, improve, or optimize themselves to meet new needs, expectations, and preferences of consumers. Drawing on empirical data about how consumers are connecting with brands in a Covid-19 recovery period, this book suggests becoming a social brand as a strategy for coping with changes in consumer behaviour. A social brand has two main dimensions: it is sociable (active on social media, humanized, and empathic) and it is socially committed (transparent and sustainable). In this concise book, the authors examine case studies of brands that coped successfully with Covid-19 and positioned themselves strongly in this post-pandemic retake period to suggest good practices. It offers an informed discussion on how brands can adapt to changes in consumer behaviour and build stronger connections with consumers. Social Brand Management in a Post Covid-19 Era provides an accessible yet comprehensive overview of brand management in a post-pandemic environment that will be of interest to marketing and communication academics, researchers, and students.
Author: Patrícia Dias
Publisher: Taylor & Francis
ISBN: 1000953726
Category : Business & Economics
Languages : en
Pages : 124
Get Book Here
Book Description
As activity significantly reduced during mandatory lockdown periods aiming to contain the spread of Covid-19, the relationship between organizations and their stakeholders became almost strictly digital. While some brands already have developed digital channels and made a smooth transition, others struggled to remain connected to their consumers and in the process created a panoply of new digital strategies and practices. This book discusses how the Covid-19 pandemic changed the way consumers relate with brands and how brands can reinvent, improve, or optimize themselves to meet new needs, expectations, and preferences of consumers. Drawing on empirical data about how consumers are connecting with brands in a Covid-19 recovery period, this book suggests becoming a social brand as a strategy for coping with changes in consumer behaviour. A social brand has two main dimensions: it is sociable (active on social media, humanized, and empathic) and it is socially committed (transparent and sustainable). In this concise book, the authors examine case studies of brands that coped successfully with Covid-19 and positioned themselves strongly in this post-pandemic retake period to suggest good practices. It offers an informed discussion on how brands can adapt to changes in consumer behaviour and build stronger connections with consumers. Social Brand Management in a Post Covid-19 Era provides an accessible yet comprehensive overview of brand management in a post-pandemic environment that will be of interest to marketing and communication academics, researchers, and students.
Author: Faganel, Armand
Publisher: IGI Global
ISBN: 179986782X
Category : Sports & Recreation
Languages : en
Pages : 304
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Book Description
The sports industry had impressive global growth over the years, with factors from the introduction of e-sports and new streaming and viewing methods to sponsorships and digital media contributing to its rise. However, the COVID-19 pandemic brought upon a rapid change in this sector. Sports' seasons ended abruptly, people’s escape from reality suddenly vanished, their spending attitudes changed, live games and commercial flights were suspended, hotels were impossible to book, and consumers practically turned into prisoners within their own homes. No live sports matches were to follow on any media either, so specialized sports channels were forced to play old recordings rather than broadcasting new events. Even athletes themselves struggle to stay relevant and thus, try to utilize creative methods to enhance their brand value in these difficult times. With most of the sports leagues shut down during the pandemic, with a few exceptions which performed in empty venues, the restrictions diminished the sports experience compared to the pre-COVID-19 era and the impacts were widespread. Impacts and Implications for the Sports Industry in the Post-COVID-19 Era explores the changes that have been and will continue to be created by the unexpected disruptions that occurred as a result of the pandemic within the sports industry, fans consumption, and recreational habits. The chapters explore the status of sports after the pandemic, paths to recovery, and the future of sports, along with the many impacts and issues that have arisen due to changes in the industry necessitated by COVID-19. Covering important topics such as mental health, impacts on athletes and coaches, the market value for professional sports, consumer behavior during COVID-19, and the changes in marketing, tourism, and business, this book is ideally intended for sports managers, marketers, broadcasting agencies, media specialists, brand managers, fitness professionals, practitioners, stakeholders, researchers, academicians, and students interested in the impacts on the sports industry and the outlook for sports in the post-COVID-19 era.
Author: Vanessa Ratten
Publisher: Springer Nature
ISBN: 9811614423
Category : Business & Economics
Languages : en
Pages : 169
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Book Description
This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19. Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management. The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.
Author: Marin A Marinov
Publisher: Routledge
ISBN: 1000294633
Category : Business & Economics
Languages : en
Pages : 347
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Book Description
The Covid-19 pandemic has induced a crisis grasping the world abruptly, simultaneously, and swiftly. As a critical juncture, it ignited a change of era for international business. This book illustrates how governments have dealt with the pandemic and the consequent impacts on international business. It also explores the disrupted operations and responses of businesses as their worldwide interconnectivity has been seriously threatened. The book discourses multidirectional aspects of the effects of Covid-19 on international business, ranging from the juxtaposing forces disrupting globalization and installing a change of era through decoupling of technological, production and knowledge flows to its stimulating aspects to the strategic response on business, industry and state level. The book contains thirty chapters that offer a multidimensional interpretation of impacts of Covid-19 on international business theory and practice. Employing the latest state of knowledge on the topic, the book is aimed at international business audience - scholars, students and managers who need to understand better the nature, scope and scale of the impacts of the pandemic on international business.
Author: H Chaturvedi
Publisher: Bloomsbury Publishing
ISBN: 9354350453
Category : Business & Economics
Languages : en
Pages : 567
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Book Description
When the COVID-19 pandemic hit, the world was caught unprepared. We had faced several disruptions including pandemic but not at this level. It brought everything to a grinding halt as nationwide lockdowns were imposed to stop the spread of infection. Businesses struggled, and then rose to the occasion to manage their work by redefining their business structure, work culture and strategies. This book has a collection of articles that are not just opinions and projections about future but phenomenon-based articles explored through theoretical lens and are not just limited to business and economy but ecological changes as well. The authors who have shared their knowledge and research hail from Bangladesh, New Zealand, Pakistan, Sri Lanka, UK, USA and Vietnam beside India. The diverse background of authors that include University Vice Chancellors, Directors, Distinguished Professors, and Senior Executives from the industry brings their unique perspective and insights in the articles. The 27 articles in this book are divided in 5 sections namely Higher Education Rebuilding Itself, Surviving the Crisis, Evolving Business Models and Organizational Strategies, Way Forward for the Economy, Impact on the Ecosystem and Society. Each article demystifies the multidimensional impact that the pandemic has had on the professional and personal spheres of the human lives. We hope that it will serve as true companion of a researcher.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Pérez, Andrea
Publisher: IGI Global
ISBN: 1799880672
Category : Business & Economics
Languages : en
Pages : 355
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Book Description
The COVID-19 global pandemic has had a profound impact on the global business community. Amidst the ongoing crisis, countries around the world are opening up again to a business world in which both consumer behaviors and company practices have started to change. Numerous companies are using corporate social responsibility to demonstrate their commitment to fighting against COVID-19 and alleviating the negative consequences of the pandemic for their stakeholders; due to this, corporate social responsibility is expected to become a core issue for managers and researchers in the post-pandemic era. Future Advancements for CSR and the Sustainable Development Goals in a Post-COVID-19 World discusses the challenges and opportunities of corporate social responsibility and studies the reactions to the COVID-19 global pandemic that may lead to changes in corporate social responsibility, corporate approaches to sustainable development goals, and stakeholders' reactions to the post-COVID-19 era. This book addresses the opportunities for businesses to shift towards more genuine and authentic corporate social responsibility that contributes to addressing urgent social and environmental challenges. Covering topics from social entrepreneurship typologies to sustainability leaders, this book is ideal for managers, executives, entrepreneurs, business professionals and practitioners, policymakers, academicians, researchers, and students.
Author: Giuseppe Catenazzo
Publisher: Business Science Reference
ISBN: 9781799888406
Category : COVID-19 (Disease)
Languages : en
Pages : 320
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Book Description
"This book provides a timely contribution to transportation management to explore the challenges and the new directions to match travelers' needs in a post-COVID19 era with the aim of offering methodological applications in transportation to inspire scholars to further their efforts in boosting the design and use of sustainable mobility"--
Author: Wheatley, Daniel
Publisher: IGI Global
ISBN: 1799867560
Category : Business & Economics
Languages : en
Pages : 420
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Book Description
With the introduction of policies to combat COVID-19, far greater numbers of employees across the globe—including those with limited job autonomy—have moved to undertake their entire job at home. Although challenging in the current climate, embracing these flexible modes of work such as working at home, including relevant investment in technology to enable this, will not only deliver potential organizational benefits but also increase the adaptability of the labor market in the short and longer terms. Although perhaps not the central concern of many in the current climate, “good” home-based work is achievable and perhaps even a solution to the current work-based dilemma created by COVID-19 and should be a common goal for individuals, organizations, and society. Research also has shifted to focus on the routines of workers, organizational performance, and well-being of companies and their employees along with reflections on the ways in which these developments may influence and alter the nature of paid work into the post-COVID-19 era. The Handbook of Research on Remote Work and Worker Well-Being in the Post-COVID-19 Era focuses on the rapid expansion of remote working in response to the global COVID-19 pandemic and the impacts it has had on both employees and businesses. The content of the book progresses understanding and raises awareness of the benefits and challenges faced by large-scale movements to remote working, considering the wide array of different ways in which the large-scale movement to remote working is impacting working lives and the economy. This book covers how different fields of work are responding and implementing remote work along with providing a presentation of how work occurs in digital spaces and the impacts on different topics such as gender dynamics and virtual togetherness. It is an ideal reference book for HR professionals, business managers, executives, entrepreneurs, policymakers, researchers, students, practitioners, academicians, and business professionals interested in the latest research on remote working and its impacts.
Author: Saura, Jose Ramon
Publisher: IGI Global
ISBN: 1799880052
Category : Business & Economics
Languages : en
Pages : 342
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Book Description
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.
