Marketing in the Context of COVID-19

Andreia Silva; Sandrina Teixeira; Maria Antónia Rodrigues; Jorge Remondes

Marketing in the Context of COVID-19

Andreia Silva, Sandrina Teixeira, Maria Antónia Rodrigues, Jorge Remondes

Abstract

The current context has revealed the weaknesses of the contemporary world in several areas, but, above all, it has again emphasized the vulnerabilities of personalities, governments, parties, companies and organizations concerning the management of crisis communication and how you deal with risk (Jong, 2020, 2021), failure and the unexpected (McGuire, Cunningham, Reynolds, & Matthews-Smith, 2020).

Inevitably, social networks have come to accelerate dissemination and, as a result, image and reputation become sensitive elements of an ecosystem that requires parsimony when it comes to matching stakeholder expectations (Coombs, 2007; Coombs & Holladay, 2010). This new world requires strategy when communicating about human and property losses, but also aims to avoid credibility breakdowns and disastrous damage to notoriety and reputation (Mocho, 2021)

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DOI: https://doi.org/10.54663/2182-9306.2022.sn11.1-4

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