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Brand-Consumer Interaction on Social Media During and After the COVID-19...
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Brand-Consumer Interaction on Social Media During and After the COVID-19 Global Pandemic

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (31 March 2022) | Viewed by 24209

Special Issue Editor

Prof. Dr. Hyeon-Cheol Kim

E-Mail Website
Guest Editor
School of Business Administration, Chung-Ang University, Seoul 06974, Korea
Interests: human-computer interaction in service-oriented environment; social media communication

Special Issue Information

Dear Colleagues,

Since the outbreak of COVID-19, the disease has spread rapidly and infected millions of people worldwide. Currently, there are no licensed vaccines or clinical therapies to treat this disease. Moreover, everyone is faced with an unusual way of life which they have never experienced before, from being isolated from society, to minimizing face-to-face contact. Due to the regulations governing the level of social distancing, a new form of lifestyle has emerged. This lifestyle is wildly known as ‘untact consumption’, which refers to a behavioral disposition to avoid direct contact with people. Moreover, this contactless lifestyle has greatly accelerated e-commerce based on technological innovation. Because the duration of social distancing keeps extending, how to manage customer behavior and social interaction on social media or on various mobile applications seems to be more important now than before the outbreak of COVID-19. Due to the relationship between consumer and seller accelerating consumer trust, satisfaction and loyalty, insight into online consumer relationship management seems more critical now than ever before. Thus, consumer–brand relationships on social media drawing on consumer relationship marketing and social presence theory must now focus on consumer online experience.

With the change of lifestyle and untack consumption after the COVID-19 outbreak, we expect contributions to this Special Issue to be strongly focused on one topic: brand–consumer interaction on social media, during and after the COVID-19 global pandemic environment. Hence, we especially welcome contributions that focus on consume online behavior. We accept theoretical modeling and review papers related to this direction. The topics include, but not limited to:

Consumer responses to COVID-19

Dietary and lifestyle changes during and after COVID-19

Online consumption during COVID-19

COVID-19 on social media

Consumer needs with online shopping or education platforms

Social media and brand engagement during COVID-19

Online consumer engagement during and after COVID-19

Engaging customers through social media

Contactless and private lifestyle on social media

Contactless consumption during and after COVID-19

Brand communication during and after COVID-19

Prof. Dr. Hyeon-Cheol Kim
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Social distancing
  • Brand-consumer communication
  • Contactless lifestyle
  • Brand engagement
  • Social media
  • Online consumer engagement

Published Papers (4 papers)

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Research

18 pages, 624 KiB  
Article
The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective
by Xiuping Zhang and Jaewon Choi
Sustainability 2022, 14(11), 6676; https://doi.org/10.3390/su14116676 - 30 May 2022
Cited by 15 | Viewed by 6835
Abstract
It has become a marketing trend for marketers to use influencers to advertise and sell products because influencers can affect the attitudes and decision-making of other social media users. Most previous research on influencer marketing has concentrated on its effectiveness as a promotional [...] Read more.
It has become a marketing trend for marketers to use influencers to advertise and sell products because influencers can affect the attitudes and decision-making of other social media users. Most previous research on influencer marketing has concentrated on its effectiveness as a promotional tool. In contrast, there have been limited studies on the influencer-social media user relationship. The relationship that influencers have with other social media users is the foundation for the success of influencer marketing. Therefore, it is critical to investigate the factors that affect the influencers’ relationships with other users. In accordance with the concept of information relevance, this study presents a model relating the various attributes of influencer-generated content with emotional attachment and information quality to examine the relationship between influencers and other social media users. The findings of a survey of 280 respondents indicate that the interestingness, novelty, reliability, and understandability of influencer-generated content can effectively increase users’ emotional attachment to influencers. Reliability and understandability can also have a significant positive impact on information quality. This eventually inclines social media users to follow or recommend influencers to others, which can increase the popularity of influencers. This study helps researchers and marketers advance their understanding of influencers’ relationships with other social media users and offers management-related recommendations for influencers and marketers. Full article
(This article belongs to the Special Issue Brand-Consumer Interaction on Social Media During and After the COVID-19 Global Pandemic)
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16 pages, 455 KiB  
Article
The Benefits of YouTube in Learning English as a Second Language: A Qualitative Investigation of Korean Freshman Students’ Experiences and Perspectives in the U.S.
by Sumi Kim and Hyeon-Cheol Kim
Sustainability 2021, 13(13), 7365; https://doi.org/10.3390/su13137365 - 30 Jun 2021
Cited by 19 | Viewed by 10884
Abstract
YouTube has the potential to significantly impact Korean millennials’ daily lives. Nevertheless, it remains unclear whether the value of YouTube can be explained by Korean students’ learning needs and practice. This qualitative study attempts to add a new dimension to possible ways of [...] Read more.
YouTube has the potential to significantly impact Korean millennials’ daily lives. Nevertheless, it remains unclear whether the value of YouTube can be explained by Korean students’ learning needs and practice. This qualitative study attempts to add a new dimension to possible ways of using YouTube for educational purposes. Focusing on narratives of first-year Korean international students studying in the U.S., this study examines the ways in which using YouTube contributes to students’ linguistic and cultural diversity. Findings reveal that YouTube helps expand students’ perspectives on cross-cultural understanding. The educational use of YouTube also leads students to academic pursuits and engagement during studying abroad by developing content knowledge and skills in English. It further enables students to enhance their knowledge of English as a global language by taking ownership. Ultimately, YouTube plays an indispensable role in supporting Korean international students’ academic and social progress in the transitional phase from their home to host countries. From these findings, and in response to the post-COVID era, the implications for the new normal in education using social networking sites, YouTube in particular, are discussed for effective multilingual and multicultural education in South Korea. Full article
(This article belongs to the Special Issue Brand-Consumer Interaction on Social Media During and After the COVID-19 Global Pandemic)
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19 pages, 858 KiB  
Article
The Effect of Cultural City on Regional Activation through the Consumer Reactions of Urban Service
by Hyemi Um, Jingwen Dong, Myeonggil Choi and Jaeyeob Jeong
Sustainability 2021, 13(11), 5778; https://doi.org/10.3390/su13115778 - 21 May 2021
Cited by 5 | Viewed by 2223
Abstract
Many countries have adopted culture policies such as the European Capital of Culture program to revitalize cities. Culture brings economic benefit to a city through creative industries as well as vitalizes cities by allowing excellent workforce to stay in the city. In order [...] Read more.
Many countries have adopted culture policies such as the European Capital of Culture program to revitalize cities. Culture brings economic benefit to a city through creative industries as well as vitalizes cities by allowing excellent workforce to stay in the city. In order to achieve urban growth through culture, appropriate urban policies or services should be implemented. In addition, citizens should recognize the positive brand value of cities as a result of such policies. In this study, we considered the cultural city as one of city branding and studied how the cultural cities’ characteristics, urban services, and the city’s brand value had the effect on regional activation. Online survey was conducted from 18 September to 18 October 2019 with residents residing in Xi’an, China. In total, 345 valid questionnaires were received and analyzed. As a result of this study, the characteristics of the cultural city had positive effects on urban brand value and regional activation. Urban services had positive effects on cultural city characteristics, city brand value, and regional activation. City brand value had a positive effect on regional activation. This study contributes to the study of the cultural city and the field of public service, city brand, culture, and arts. City planners and leaders will be able to use the results of this study to establish city branding and urban revitalization policies through culture. Full article
(This article belongs to the Special Issue Brand-Consumer Interaction on Social Media During and After the COVID-19 Global Pandemic)
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27 pages, 1109 KiB  
Article
The Impact of Sex and Personality Traits on Social Media Use during the COVID-19 Pandemic in Poland
by Dariusz Zdonek and Karol Król
Sustainability 2021, 13(9), 4793; https://doi.org/10.3390/su13094793 - 24 Apr 2021
Cited by 4 | Viewed by 3327
Abstract
The COVID-19 pandemic has affected the way people use social media in a particular manner. The paper aims to investigate the impact of the pandemic on the use of social media, taking into account the sex and personality types of users in Poland. [...] Read more.
The COVID-19 pandemic has affected the way people use social media in a particular manner. The paper aims to investigate the impact of the pandemic on the use of social media, taking into account the sex and personality types of users in Poland. The survey involved 469 active users of social media. The data were analysed with statistical methods. A significant part of the respondents believed that the COVID-19 pandemic affected the way they used social media. They pointed out that the most common social media use drivers were immediate needs, often of pragmatic nature, such as rapid communication and exchange of information, and social needs. Among the survey population, it was the women who were more active on social media, particularly regarding Instagram. They were also more active on Pinterest and Snapchat. Men were more active on YouTube. Extraverts published more often on Facebook, Instagram, Snapchat, or Pinterest by a wide margin. They were also more active in general and more often judged social media content. The respondents indicated social platforms they believed would gain or lose popularity in the nearest future. The overall conclusion is that the pandemic may be a good time to launch new social platforms or promote less popular ones with new functionalities and narrow targets. Full article
(This article belongs to the Special Issue Brand-Consumer Interaction on Social Media During and After the COVID-19 Global Pandemic)
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