Marketing Communication in the era of the Coronavirus Pandemic Based on the Facebook Social Network

Abstract

Communications made by marketing specialists during the COVID-19 pandemic differ greatly from the journalistic communications creating a climate of fear. Companies are trying to exert a positive influence on customer attitudes and draw their attention to the marketing offering by neutralising their sense of threat and informing them of protective measures taken and of the potential health benefits of purchasing the products offered or the service provided. The constant trends are to use allusive statements and tabooisation of the language sphere associated with the pandemic. One of the factors that can help attract a potential customer is humour, which creates a distance from the hazard. This article presents the various roles played by marketing specialists in a pandemic-triggered crisis situation (e.g. the role of the victim, the role of the saviour who provides safety, health and good mood). The study examines the posts published on Facebook pages by randomly selected companies between October and December 2020.