Meta-Analysis of Research into the Issue of Brand Building on Social Media as a Subset of e-Business During the COVID-19 Pandemic

Abstract

The paper presents a qualitative view of brand building with an emphasis on social media during the COVID-19 pandemic. The paper tackles the issues of what are the most frequently examined goals in terms of the given problem and under what conditions are these connections examined. The present study falls within the field of e-business. To achieve our goal, a meta-analytical procedure of qualitative research was applied. In doing so, 64 scientific studies from 2020 to 2021 were consulted in order to summarize the most interesting findings, draw implications for practice, and clearly point to the current direction of research in this area. The most frequently researched areas were identified, in particular the adaptation of the brand to new market conditions as well as the effect social media involvement has on brand loyalty or image. The greatest emphasis was placed on analyses carried out on Facebook and Instagram. The results indicate the onset of a change in the perception of these tools and the need to monitor the current state of knowledge. These findings can be considered significant not only in the e-business dimension.