How Does Social Media Marketing (SMM) Influence Marketing Performance Under Covid-19 Situation

DOI

10.2991/978-94-6463-246-0_10How to use a DOI?

Keywords

media; market; Covid-19

Abstract

This review deepens our understanding of how COVID-19’s mandated digital channel adaption has impacted social media marketing’s ability to build brand equity. We suggest a conceptual framework based on an extensive literature study that addresses the following research question: How does Social Media Marketing (SMM) influence marketing performance under Covid-19 situation? The study did a literature analysis that looked at numerous studies on customer engagement with SMM and marketing effectiveness. The exogenous variables were market strategy under covid-19 situation.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zihan Gao
PY  - 2023
DA  - 2023/09/26
TI  - How Does Social Media Marketing (SMM) Influence Marketing Performance Under Covid-19 Situation
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 86
EP  - 94
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_10
DO  - 10.2991/978-94-6463-246-0_10
ID  - Gao2023
ER  -