SPECIFIC SOCIAL AND PSYCHOLOGICAL NATURE OF BRAND COMMUNICATION AND CONSUMER BEHAVIOR DURING THE COVID-19 PANDEMIC

  • N. Yu. Zakashanska Ukrainian State Employment Service Training Institute
Keywords: brand communication, consumer, advertising, COVID-19, consumer values, consumer behavior

Abstract

The article emphasizes that one of the important areas of studying the specific nature of brand communication is the change in consumer behavior, owing to a change in values invoked by the COVID-19 pandemic. Situational factors are found to be able to have a significant effect on some consumers while having others totally indifferent thereto. The purpose of this article is to determine and analyze the social and psychological changes in the consumer behavior and in brand communication during the COVID-19 pandemic. COVID-19 has been identified to become the background for multiple behavior changes, but the consequences are broader than the pandemic alone. The following has been identified: key areas of operations that businesses used to practice during the pandemic in the context of their interaction with consumers; anticrisis measures; charitable activity of businesses. New recommendations for businesses have been analyzed, which should be taken into account while interacting with consumers during the pandemic. One of COVID-19’s remarkable traits is the loss of ongoing control, which affects adversely the physical and psychological condition of consumers globally. Given that the situation around COVID-19 is variable, most consumers try to live for the moment. As consumer values and aspirations change, brand communication with clients changes either. To help consumers overcome the crisis, brands have to understand their emotional condition and use up-to-the-minute and highly relevant communication tools to struggle the stress; in other words, brands have to keep abreast of public concerns and values. The analysis of marketing and psychological studies has shown that new trends of cooperation between businesses and consumers arose during the pandemic, which are to keep in place and get further strengthened, this being predetermined by continuous development of digital technology. Extensive activation of charity at both Ukrainian and foreign businesses can be deemed a positive trait of the pandemic. The dynamic pattern of social changes during COVID-19 is such that to bring along further changes in the strategies of brand communication with clients, consumer values, consumer lifestyle, and thus, consumer needs addressed during the consumption of goods and consumer motivation during brand selection.

References

1. Алексеева В.Г. Ценностные ориентации как фактор жизнедеятельности и развития личности. Психологический журнал. 1984. Т. 5. № 5. С. 63–70.
2. В 2020 году расходы на рекламу достигнут $615,4 млрд. Прогноз Dentsu Aegis Network. 2020. URL: https://cutt.ly/DjEzw6V
3. Вжиття заходів з реагування на пандемію COVID-19. 2020. URL: https://cutt.ly/CjEzpFc
4. Давыденко Е.А. Активность брендов в период пандемии: российский опыт. Журнал Маркетинговые коммуникации. 2020, № 3.
5. Давыденко Е.А., Коломоец А.А., Лашкова К.М. Симбиоз концепций поведенческой экономики и нейромаркетинга при воздействии на сознание потребителей. Маркетинговые коммуникации. 2020. № 2 (110). С. 106–116.
6. Данькова Н. Рекламний ринок у часи пандемії: що відбувається на радіо, в діджиталі та зовнішній рекламі? 2020. URL: https://cutt.ly/NjEzqmm
7. Здравомыслов А.Г. Потребности, интересы, ценности. Москва : Политиздат, 1986. 222 с.
8. Майбутнє після карантину. 2020. URL: https://tns-ua.com/news/maybutnye-pislya-karantinu#more-3255
9. Ольшанский В.Б. Личность и социальные ценности Текст. Социология в СССР. Москва, 1965. Т. 1. С. 471–511.
10. Рекламные расходы в мире упадут на 10,2% в 2020 году. 2020. URL: https://mmr.ua/show/reklamnyerashody-v-mire-upadut-na-10-2-v-2020-godu.
11. Світове дослідження цінностей. 2020. Україна. Український центр європейської політики. Київ, 2020.
12. Ткалич М.Г., Тищенко І.І., Мисів Л.В. Ціннісний портрет сучасних українців: нормативні ідеали, індивідуальні пріоритети, динаміка змін. Psychological journal. Volume 5. Issue 8. 2019.
13. Ти завжди у формі зі Sport Life online! 2020. URL: https://tv.sportlife.ua/
14. Ядов, В.А. О диспозиционной регуляции социального поведения личности. Методологические проблемы социальной психологи : сб. ст. Москва, 1975. С. 89–105.
15. Шпрангер Э. Основные идеальные типы индивидуальности. Психология личности. Тексты. Москва : Издательство МГУ, 1982. С. 55–59.
16. Galagan vs Covid-19 (2020) (electronic resource). URL: https://galagan.ua/galagan-vs-covid-19 (accessed 16 December 2020).
17. Future Consumer Index: COVID-19 is changing consumer behavior. EY Global. (2020) (electronic resource). URL: https://www.ey.com/ru_ru/consumer-products-retail/how-covid-19-could-changeconsumer-behavior (accessed 18 December 2020).
18. psos Essentials: How COVID-19 changes people’s values and emotions (2020) (electronic resource). URL: https://www.ipsos.digital/essentials (accessed 16 December 2020).
19. Young R. Nike drops new coronavirus ad campaign: ‘Play inside, play for the world’. (2020) (electronic resource). URL: http://surl.li/jfas (accessed 16 December 2020).
Published
2021-04-27
Section
SECTION II. SOCIAL PSYCHOLOGY; PSYCHOLOGY OF SOCIAL WORK