Business Commons^™

Prosocial Messaging During The Covid-19 Pandemic: A Longitudinal Examination Of Email Advertisements, Ashley Deutsch Cermin, Ashton Mouton

Marketing Faculty Research and Publications

Purpose

This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from extant literature and use it to understand how brands shape consumers’ behavior.

Design/methodology/approach

Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic.

Findings

The authors findings demonstrate brand communication ranges from prosocial to brand messaging and brands employed different strategies at different phases of the pandemic. Specifically, while brands started out emphasizing socially desirable behavior before …

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

Association of Marketing Theory and Practice Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

Association of Marketing Theory and Practice Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Association of Marketing Theory and Practice Proceedings 2022

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19