ECSM Mini Track

The Mini Tracks for ECSM

      • Change in Social Media Usage Patterns with Covid-19
      • eWOM Communications: Trends and Determinants
      • The influencer in social media. Who is that?

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Change in Social Media Usage Patterns with Covid-19

Mini track Chair: Nuran Öze, Arkın University of Creative Arts and Design (ARUCAD), Northern Cyprus 

ECSM-2022-MT_Oze_SM_Covid.pdf (84 downloads)  

Our daily life practices quickly changed with the announcement of Covid-19 as a pandemic by WHO. The decleration of Covid-19 caused us to change the meaning of normal and we seemed to quickly adjust to a 'new normal'. Closures of schools and workplaces have casued and still cause a large proportion of people to stay at home, work from home, and carry out interpersonal communication via social media platforms. Our life perception and the way we construct relationship styles have changed especially with the wider use of social media platforms during Covid-19 all around the world. These changes have an effect on each generation's relationship building form, perception of events, ways of obtaining information and communication paths. 

The aim of this track is to investigate, from a Covid-19 perspective, the role of social media on relationships, whilst also considering the increasing power of social media in differentiating the perceptions of everyone after Covid-19 pandemic. Suggested topics include but are not limited to:

  • Covid-19 and increase in digitalization of interpersonal relationship
  • Social media addiction and Covid-19
  • Changes in social media uses and gratifications during Covid-19
  • Social media to continue education through Covid-19 lockdowns
  • Difference amongst generations in the use of social media during Covid-19
  • Gender and social media usage differences during Covid-190
  • New job opportunities on social media platforms during Covid-19
  • Covid-19, Social media and the work-life balance

eWOM Communications: Trends and Determinants 

Mini track Chair: Małgorzata Budzanowska-Drzewiecka, Jagiellonian University in Krakow, Poland 

ECSM-2022-MT_eWOM-Budzanowska-Drzewiecka.pdf (63 downloads)  

Electronic word of mouth (eWOM) has been steadily gaining importance for almost two decades. Despite interest from both academics and practitioners, the knowledge of this phenomenon is still fragmented and calls for further research to understand the effects and determinants of eWOM. The technological, social and economic conditions of a rapidly changing environment in the pandemic era are influencing consumer attitudes and behaviours. Nowadays, consumers around the world can easily post and search for eWOM messages through social media. However, information overload, fake news or unethical corporate practices raise concerns about the reliability of these information sources. It rises the questions about the determinants of eWOM persuasiveness during the consumer’s purchase decision making process or searching for information on the Internet.

Suggested topics include but are not limited to:

  • Ethical aspects of eWOM communication
  • eWOM communication in cultural diverse markets
  • eWOM communication in the covid-19 pandemic era
  • eWOM communication in various industries (e.g., green products),
  • eWOM communication on different markets (C2C; B2B)
  • Persuasiveness of eWOM communication

The influencer in social media. Who is that?

Dr Justyna Zywiołek
Dr Justyna Zywiołek
Dr Joanna Rosak-Szyrocka
Dr Joanna Rosak-Szyrocka

Mini track Chair: Dr Justyna Zywiołek & Dr Joanna Rosak-Szyrocka, Czestochowa University of Technology, Poland 

ECSM-2022-MT_The-Influencer-in-Social-Media-Zywiolek-Rosak-Szyrocka.pdf (40 downloads)  

Influencer, a profession of the future or a trickster? Social media has created a new profession. Someone who promotes products and learns the principles of marketing from their followers. Someone who speaks the language of the recipient is often an idol or a famous figure from the world of show business. Can this form of promotion be managed? What are the advertising rules? I would like the mini track to answer questions about communication, marketing, advertising, promotion management, and to talk about the barriers and hardships of this work, also related to hate.

Suggested topics include but are not limited to:

  • Social media as a place of aggressive advertising
  • Influencers as an advertisers
  • Policy of building audiences in social media
  • Threats in the work of an influencer
  • Responsibility and regulation of influencers
  • Brand as a person - image building in social media