Abstract

The COVID-19 pandemic has made substantial impacts on every aspect of our lives, including our consumption habits and how we interact with communication messages like advertising. This special section examines the effects of the coronavirus pandemic on consumers, brands, stakeholders, and advertisers using a variety of theories and methodologies including experimental designs, text analysis, and content analysis. The research presented is divided into three key areas: (1) advertising’s impact on society, (2) consumer behavior in a pandemic, and (3) pandemic message framing. These themes illustrate how consumers, brands, advertisers, and other stakeholders have proven to be resilient and compassionate in the face of an uncertain future.

摘要

COVID-19 大流行对我们生活的方方面面都产生了重大影响，包括我们的消费习惯以及我们如何与广告等通信信息进行互动。本特别部分使用各种理论和方法（包括实验设计、文本分析和内容分析）研究冠状病毒大流行对消费者、品牌、利益相关者和广告商的影响。提出的研究分为三个关键领域：(1) 广告对社会的影响，(2) 大流行中的消费者行为，以及 (3) 大流行信息框架。这些主题说明了消费者、品牌、广告商和其他利益相关者如何在面对不确定的未来时表现出韧性和同情心。