See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/354886494

Influence of Social Media marketing in post COVID-19

Article  in  Design Engineering (Toronto) · September 2021

CITATIONS READS
0 324

3 authors:

A. Navithasulthana Ruby Evangelin

Vels University Vels University
9 PUBLICATIONS   8 CITATIONS    4 PUBLICATIONS   0 CITATIONS   

SEE PROFILE SEE PROFILE

Vasantha Shanmugam
Vels University
141 PUBLICATIONS   257 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Social Media, Web 2.0 technology View project

Human Resource View project

All content following this page was uploaded by A. Navithasulthana on 28 September 2021.

The user has requested enhancement of the downloaded file.

 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

Influence of Social Media marketing in post

COVID-19
*A.Navitha Sulthana, **M.Ruby Evangelin, ***Dr. S.Vasantha
*A.Navitha Sulthana, PhD Research Scholar, School of Management Studies, Vels Institute Of Science,
Technology & Advanced Studies (VISTAS), Pallavaram, Chennai. Email: navitha.sulthana@gmail.com
**M.Ruby Evangelin, Assistant Professor and Research Scholar, School of Management Studies, Vels
Institute of Science Technology and Advanced Studies (VISTAS), Chennai. Email Id:
rubyevangelin.sms@velsuniv.ac.in
***Dr. S.Vasantha (Corresponding Author), Professor, School of Management Studies, Vels Institute of
Science, Technology & Advanced Studies (VISTAS), Pallavaram, Chennai. Email:
vasantha.sms@velsuniv.ac.in
Abstract

Social Media marketing is a successful technology for buying and selling products online.
Performing a task using the resource of the internet or electronic device is termed as digital
marketing. Business is upgrading the buying and selling pattern, through various Social media
platforms. The aim of the study is to examine the influence of social media marketing in post
COVID-19. Online marketing is promoted through various social media platforms like Facebook,
Instagram, YouTube, Twitter, Blogs and WhatsApp to create awareness and increase the sale
especially during post COVID-19. The primary data have been collected from 207online users
through survey method by using convenience sampling. The research findings indicate that Social
media platforms are the one of the effective tools to increase the sale. The outbreak of COVID-19
social distancing and risk inheriting visiting physical store are the main cause to increase online
sale in the digital era.

Keywords: COVID-19, Internet, Online User, Social Media Marketing and Social media
platforms

1.Introduction

The revolution of online buying arises from the internet era. The transformation has gone up to the
highest reach with successful implementation of digital marketing. There are various forms of
digital marketing like Social Media Marketing, Search Engine Optimization, Pay Per Click,
Content Marketing, Email Marketing, Marketing Analytics, Influencer Marketing, Viral
Marketing and many more. Social media marketing is the one of the successful platforms for
today’s any kind of business. Padilla and Blanco (2020) They highlighted that the social media
was the one of the effective communication networks to share and obtain any information during
COVID-19 eruption. The Social media marketing upsurge by approaching through successful
social media platforms. The marketers implemented social networking sites to promote their

[6370]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

business products and service to increase their sales. The online user has atleast one or more social
media platforms account such as Facebook, Twitter, YouTube, Instagram, Blog, LinkedIn and
Pinterest. Each of these social media marketing platforms has their own feature which facilitates
to buy and sell the products/services. The research gap for the study is that there are many articles
related to social media marketing but there are only few research studies have discussed about the
impact of COVID 19 in social media marketing. According to the Sulthana and Vasantha (2021)
due to the COVID-19 eruption, online users around the world are becoming increasingly engaged
on social media. With the active social media usage, the users online purchase also raised up in
fear of visiting stores.

2.Objectives

1. To Analyse the internet shopping frequency in post COVID-19.

2. To identify most frequently used social media platforms in post COVID-19.

3. To develop author’s proposed model explaining the process of social media marketing in

post COVID-19.

3.Literature Review

Social Media marketing

Dwivedi et.al (2020) explored that the internet and Web 2.0 social media have brought many
changes in the procurement and retailing behavior among the consumers. The low cost, effective
digital marketing and social media marketing provide wide opportunities to the businesses and
organization. The cost, effective marketing approach promotes the product, create brand awareness
and increase in sales for the particular product. Wiltshire (2020) gathered information from the
online community groups in which the following prediction are been revealed by the respondents.
Jobs and innovative skills through social media will be valued by pre COVID-19 and post COVID-
19 time frame. There will be an increase in demand and production of video content, this reliable
content on social media will lead to the betterment for buying and selling of product in the social
media. New technologies and changing needs of customers are adapted continuously. Szymkowiak
(2016) highlighted that the internet based new technology platforms opened a new methodology
to acquire knowledge and exchange the user’s experience about the online products through the
various channels of electronic media. The consumer post their queries in the discussion forum to
find the solution which will help them to decide on their product purchase. The companies find
social media helpful to promote and find the target audience for their products. Social media
marketing divided into two as tools and instrument. Tools to support the individuals and instrument
to support the company. Kathirvel and Srinivasan (2018) identified that the social media is the key
for all types of business, especially where the customer preference is trending and changing on
time to time, for marketers to promote their products and services. Social media marketing helps

[6371]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

in branding, getting traffic to the brand page, track and increase the sales, page views and to get a
potential customer to buy online. Appel et.al (2019) highlighted that social media act as a
communication and marketing network for all kind of business. These communication channel in
the social media has brought tremendous changes in the shopping environment, these changes are
not only due to technology advancement, but also due to user behavior and preference in social
media sites. Users interact and exchange information in social media through apps and website
with the collection of various digital software support. Mason et.al (2021) illustrated that online
buyer turns out to be promoter for the online purchased product. They discuss the satisfaction level
of purchased products by posting content on social media platforms. Chatterjee and Kar (2020)
stated that the increasing firms are committed to social media marketing to increase their business.
The adoption of social media marketing makes a greater impact on business such has increasing
the creativity of employees, increasing the sales, affirmation feedback, good relationship with
customers and increased enquiries. Yang and Che (2020) discussed that the online buyer with
strong social ties among the seller/marketers tend to buy more products frequently. Social media
marketing seller interact both in expressive and instrumental social communication to create extra
utilities to the online buyers. According to the Akar and Topçu (2011) social media platforms build
online group and connect the user-generated content (UGC) as a tool for the digital marketers and
described that the online consumers using the social media is able to interact with brand and brand
interact with online user with the advancement of Web 2.0 technology, comparing with the
traditional method where two way communication was not possible earlier times. Hoekstra and
Leeflang (2020) brings out that the COVID-19 pandemic influences the consumer behavior. The
eruption has brought many opportunities for marketers to adapt the marketing strategies effectively
for their firms. Vafainia (2020) summarized that the social media marketer should be conscious
about the marketing strategy. The consumer behavior tends to change in a pandemic era when
they receive updates on products and service. Therefore, the marketers have wide opportunities to
brand their product.

Image 1: Author’s developed model for Social Media Marketing in post COVID-19

[6372]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

The developed process model explains that the social media platforms in post COVID-19 have
increased the sales, promote the business products and services, created more brand awareness and
increased the web traffic.

4. Methodology

The study conducted among 207 respondents to find out the online shopping frequency in post
COVID-19. The online survey circulated to get the response through social media. The survey
questionnaire was shared on social media platforms. The survey response forecast the internet
shopping frequency and the buying behavior of customer in post COVID-19. The questionnaire
first phase are questions about demographic information with yes or no option for social media
account. The next questionnaire is the multiple choice questions about the internet shopping
frequency post COVID-19. The five point Likert scale was followed range from 1 to 5 where 5
denotes very frequently and 1 denotes never an option. The majority of respondents said they
frequently purchase from the online due to risk inheriting in visiting a physical store.

5. Result and Discussion

Image 2: Internet Shopping Frequency in Post COVID-19

[6373]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

The finding of the study shows that the online user who are more engaged on various social media
platforms like Facebook, Twitter, YouTube, Instagram, Blog, LinkedIn, Google+, Instagram have
more frequently purchased the product or obtain the service in post COVID-19. The study explore
the internet shopping frequency in post COVID-19. There are 35.7% of the respondents buy
product online very frequently, 46.9% of the respondents purchase frequently, 13 % of the
respondent purchase occasionally, 3.4% of the respondents purchase rarely and 1.0% of the
respondent never purchased in post COVID-19. Among the two hundred and seven respondent
there are 55.6% are male and 44.4% are female. The research study also reveals that the along with
regular online customer there are many new and potential customers to buy the products through
various online platforms. The risk of going out and buying from instore was the major reason to
increase the sales online. Online buyer places the order frequently to get the needed products at
their doorstep. The hygienic products, mobile and phone accessories, apparel, pantry and other
household products are more frequently purchased products from the online stores.

90 90
Facebook Youtube
Blog Instagram
80 80

70 70
Linkedin
60 Twitter Google 60
Pinterest
Pinterest
50 50
Twitter Google
40 Linkedin 40

30 30
Blog Instagram
20 Facebook Youtube 20

10 10

0 0
Facebook Twitter Google Linkedin Blog Youtube Pinterest Instagram

Yes No

Image 3: Social Media Account

The objective of the study is to observe which social media platform is more accessed by the online
user. The finding reveals that the online user is active more on Facebook, YouTube, Instagram,
Twitter, Pinterest, Google, LinkedIn, Blog from 207 respondents. The social media marketing
platforms help to identify the products available and trending online, with the help of discussion
forum new and existing customer are able to review and finalize the products, so that the consumer
can buy the desired products. The study coincides with the finding of Mason et.al (2021) that usage
of social media has tremendously increased after the pandemic period. Online user buys and share
the product reviews. They highlighted that the social media as a marketing tools influence on

[6374]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

purchase and sale after the pandemic declaration. From the response of respondents, the study
explore that the online user/buyer has at least one social media account to monitor and update
themselves about various things. The brand page, the online user discussion forum is more popular
among them to stay product information updated. This is similar with the finding from Pandey
(2021) he has clarified that customer is more connected with internet and spend much time. The
digital marketing created more attention during the times of crisis. The business approach towards
customer also have shifted in the pandemic through digitalization environment. Dwivedi
et.al(2015) concluded that, from the seventy one studies found that Facebook, YouTube, Twitter
and LinkedIn are the most commonly audience reached social media networking sites to promote
social media marketing.

6. Discussion

Social media marketing is the one of the major tools of digital marketing. The social media
platforms provide wide opportunities for the buyers and sellers. The social media marketing
promotes the products through various social media platforms like Facebook, twitter, YouTube,
blog and Instagram. The one of the top listing social media platforms is Facebook. From the survey
conducted the number of respondents is more who have Facebook account compared with other
social media account to keep them updated for buying and selling a product online. Cvijikj et.al
(2011) enlighten with their observation from Facebook page helps in branding, promoting the
products and increase the sales are the most discussed content on social media platforms.
Manufacturer and retailers understand the importance of social media and social media marketing
to familiarize their products and services among the customers who tend to buy the products online.
Roberts et.al (2016) determined that social media is a very effective platform for business
predominantly for the entrepreneurs who does the small scale business. According to Khan (2020)
the brand offers the positivity and create trust among the customer about the safety of purchase in
post COVID-19.

7.Conclusion

The research paper enlightens that the usage of social media marketing in online shopping will
increase the sales and the marketers would gain profit through the social media. The online
marketers and organization adopt social media marketing and remain updated on social media
platforms to follow the customers buying behavior. Chan& Guillet (2011) found that Twitter has
56.7% respondents and Facebook with 53.7% of respondent and were the most widely used among
twenty three social media network sites. Where Twitter, Facebook and YouTube are most
commonly accessed network sites in the industry and manufacture. Patel and Malpani (2020) they
stated that well reached/ successful brand thrives even during the time of pandemic crisis. They
found the electronic marketing was the best mode to buy product during the times of COVID-19
and post COVID-19. The marketers use the electronic marketing as a better way to communicate
and market their product to the customer in this crisis time. Therefore, the study concludes that

[6375]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

social media marketing and social media platforms are very effective for marketing the products.
The various social networking sites and the platforms promote business, creates brand awareness,
increase the sales and traffic. As a result, there are new and potential customer who buy the
products or obtain service through social media in post COVID-19.

8. Implication

As the COVID-19 eruption is new to the entire globe. The research study before and after COVID-
19 is increasing and became most important topic for the research discussion. This study is useful
for researchers who make a detailed study on the marketers strategy to attract the customers to
make purchase through the social media marketing. The study also enlightens the online marketers,
business and entrepreneur. This study gives us the transformation of social media marketing
playing a vital role in the change of buying behavior of the customers who do the online shopping.
Due to lockdown, there was greater drift the economy but due the digitalized marketing method,
the businesses are gain a greater position in the marketing field and attracts the marketers to
showcase their products and bring a greater brand awareness to the customer all over the world.
Due to this the world to changing to the new normal mode of buying the product and the marketers
ensure a greater safety to deliver the products at the right appropriate time.

References

1. Akar, E., & Topçu, B. (2011). An Examination of the Factors Influencing Consumers’ Attitudes
Toward Social Media Marketing. Journal of Internet Commerce, 10(1), 35–67.
doi:10.1080/15332861.2011.558456
2. Andrzej Szymkowiak (2016), Social Media Marketing, In Book: Innovation Management,
Publisher: Bogucki Wydawnictwo Naukowe
https://www.researchgate.net/publication/332720232
3. Andrew N. Mason, John Narcum & Kevin Mason | (2021) Social mediamarketing gains
importance after Covid-19, Cogent Business & Management, 8:1, 1870797,
DOI:10.1080/23311975.2020.1870797
4. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in
marketing. Journal of the Academy of Marketing Science. doi:10.1007/s11747-019-00695-1
5. Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal of
Information Management, 53, 102103. doi:10.1016/j.ijinfomgt.2020.102103
6. Chan, N. L., & Guillet, B. D. (2011). Investigation of Social Media Marketing: How Does the
Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel
& Tourism Marketing, 28(4), 345–368. doi:10.1080/10548408.2011.571571
7. Cvijikj, I. P., & Michahelles, F. (2011). Understanding social media marketing. Proceedings of
the 15th International Academic MindTrek Conference on Envisioning Future Media
Environments - MindTrek ’11. doi:10.1145/2181037.2181066

[6376]
 ISSN: 0011-9342 | Year 2021
Design Engineering Issue: 7 | Pages: 6370-6377

8. Deepika Kathirvel and Srinivasan (2018) Social Media Marketing, International Journal of
Management (IJM) Volume 9, Issue 1, Jan–Feb 2018, pp. 78–83, Article ID: IJM_09_01_013
9. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang,
Y. (2020). Setting the future of digital and social media marketing research: Perspectives and
research propositions. International Journal of Information Management, 102168.
doi:10.1016/j.ijinfomgt.2020.102168
10. Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising.
The Marketing Review, 15(3), 289–309. doi:10.1362/146934715x14441363377999
11. González-Padilla, Daniel A., & Tortolero-Blanco, Leonardo. (2020). Social media influence
in the COVID-19 Pandemic. International braz j urol, 46(Suppl. 1), 120-124. Epub July 27,
2020.https://dx.doi.org/10.1590/s1677-5538.ibju.2020.s121
12. Hoekstra, J. C., & Leeflang, P. S. H. (2020). Marketing in the era of COVID-19. Italian Journal
of Marketing, 2020(4), 249–260. doi:10.1007/s43039-020-00016-3
13. Jitendra Patel and Dr. Ajay Malpani. (2020). Impact of Covid19 on e-marketing: An Early
Stage Review. International Journal of Advanced Science and Technology, 29(12s), 1774-1779.
Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/23918
14. Navitha Sulthana.A & S. Vasantha (2018), Usage of social media on purchase during COVID-
19, In book: IMPACT OF COVID-19 ON THE GLOBAL ECONOMY BY Dr. M.Thiagarajan,
Pages 244 -248.
15. Neeraj Pandey (2021), Digital Marketing Strategies for Firms in Post COVID-19 Era: Insights
and Future Directions, In book: The New Normal: Challenges of Managing Business, Social and
Ecological Systems in the Post COVID-19 Era, Publisher: Bloomsbury Publishing, 102-124
16. Khan, N.A. (2020), “Outbreak of Covid-19: Its Impact On Brand Health And Marketing
Communications”, Business Review, 3, 55-59.
17. Saeid Vafainia (2020), Marketing in post COVID-19 era: A guide for marketing managers,
ESCP Impact Paper No. 2020-07-EN, https://www.researchgate.net/publication/341902136
18. Sherry J. Roberts , Patrick Geho and Susan Hall Webb (2016) Small businesses and social
media: Which social media channels are most frequently used by small businesses and does the
choice reflect the age of the business. Journal of Digital & Social Media Marketing, Vol- 4, Pages
1 - 12
19. Yang, R., & Che, T. (2020). Do social ties matter for purchase frequency? The role of buyers’
attitude towards social media marketing. Computers in Human Behavior, 106376.
doi:10.1016/j.chb.2020.106376
Hyperlink References
20. Emma Wiltshire (July 16, 2020), Social Media Marketing Post-COVID: Marketers Predict the
Future,https://www.socialmediatoday.com/news/social-media-marketing-post-covid-marketers-
predict-the-future/581779/
21. model design retrieved from https://www.smartdraw.com/cycle-diagrams/examples/cycle-
diagram-example-asset-lifecycle/

[6377]

View publication stats