How have brands adapted their Social Media Marketing efforts during the COVID-19 crisis? A qualitative research study within Edinburgh
Due to the changes COVID-19 has brought to many businesses around the world, brands have adapted SMM efforts to meet demand for online consumption. This research study delves into the strategies used by six brands within Edinburgh to continue engagement with consumers and the changes they have faced. Interviews were identified as the best technique to gather data, being analysed through a thematic technique. Strategies on SM platforms to increase growth, the rise in CSR, agile marketing techniques, changes in competition and SM growth were all factors identified within the findings. The research concluded that these new marketing strategies will be used in the future. From this specific research project, businesses have acknowledged how SMM has evolved during the pandemic, consequently becoming a more substantial factor in the marketing environment.