EDUCATION-BASED CONTENT MARKETING “IN WHITE AND BLACK”
EDUCATION-BASED CONTENT MARKETING “IN WHITE AND BLACK”

Summary/Abstract: The COVID-19 pandemic, accompanied by the outbreak of sensitive social issues, has changed everything. During the lockdown, digital communication channels have become a vital means of brands’ communication; sometimes, the only means of communication. We are witnessing many changes since brands are becoming more human, adjusting the brand tone of voice and content of their marketing messages. Some global brands are taking unprecedented steps and demonstrate high levels of creativity in nurturing their customers. Simultaneously with the humanization of the brands’ marketing activities, education-based content is starting to emerge in the core of marketing messages ever more frequently. The objective of this paper is to examine, analyse, and interpret the global brands’ digital agility during the first six months of the coronavirus pandemic. The literature review shows a significant gap. Therefore, this paper attempts to contribute to the research into brands’ behaviour in critical situations, presenting numerous examples and data obtained from the documentlevel sentiment analysis. The new chapter on branding has been written by life itself; this time, however, in white letters on black background.

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