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The Impact of the Covid-19 Pandemic on B2B Social Media Content Tactics : a qualitative study examining how the Covid-19 Pandemic influenced B2B Social Media Tactics on LinkedIn

Encheva, M.D. (2022) The Impact of the Covid-19 Pandemic on B2B Social Media Content Tactics : a qualitative study examining how the Covid-19 Pandemic influenced B2B Social Media Tactics on LinkedIn.

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Abstract:Literature on the topic points into the direction that social media content of organizations was influenced by the Covid-19 pandemic. While social media communication is beneficial for B2B organizations the scope of literature examining how the Covid-19 pandemic influenced the content tactics of B2B companies is scarce. To achieve the main objective of this study, a qualitative content analysis was performed based on a corpus consisting of 100 social media posts gathered from five B2B organizations. The following B2B social media content tactics changed during the Covid-19 pandemic: sharing information regarding the future of the company and work industry, giving advice to the online public, and implemented hashtags. Based on expectations formulated from existing literature, the findings of study were able to give an answer to the main research question. Further, it provides a foundation for future research opportunities regarding the topic.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:https://purl.utwente.nl/essays/91352
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