Commercial Organizations’ Use of Social Marketing (Advertising) to Foster Sustainable Relations with Consumers through the COVID-19 Era

Abstract

Purpose: This study explores commercial organizations’ role in social mar keting (advertising) for sustainable relations with consumers during COVID-19 era. Three research questions are sought: how should brands advertise products or services during COVID-19; what are the marketing strategies that consumers deem valuable in creating relations that can lead to profit generation after COVID-19era; what is the impact of advertising social marketing purpose-inspired actions? Design/Methodology/Approach: This qualit at ive study holds an exploratory purpose of examin ing consumers’ opinions towards brands’ social marketing behaviors. Semi-structured interviews are conducted with middle-class-income consumers during January 2021 (cross-sectional study). Thematic analysis is used to identify rational conclusions. Findings: Through thematic analysis, it is found that: changes in consumers’ choice of purchases, marketing strategy, and adoption of digital commerce were common during the COVID-19 era; ads that drew consumers in sought to make a positive impact and imprint new human values that matched the needs of society; online advertising reached consumers effortless; compassionate purpose driven and social advertising is deemed attractive in the era of COVID-19; brand honesty, accountability, and charity are effective to build brands at a time when people are increasingly choosing brands that align with their values; purpose driven or social marketing can signal to consumers to engage with a brand in myriad ways. Originality/Value: This study contributed to the literature, illustrating the prosperous strategies and practices that would navigate businesses lucratively during the pandemic to better satiate consumers’ attention, support, purchase intents, and loyalty during COVID-19.