Change of Brand Management in Social Media During the Russia-Ukraine War: Findings from Poland

The present research aims to explore the effects of the war in Ukraine in 2022 on social media and brand management, as well as the ways in which companies and users engage with each other on social media platforms. The study examines the strategies used by companies to engage with users on social media during the war, the role of social media in shaping public perceptions and responses to the war, and the impact of social media engagement on companies' relationships with users and consumers. The study employs a discourse analysis method to analyze social media content and a survey research method to collect data from a sample of individuals using structured questionnaires. The results of the study provide insight into the changes in social media and brand management in response to the war and the ways in which companies and users engaged with each other.

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1. Main Track Short Papers

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2. Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).