Merchandising/Marketing/Retailing: Management

Did COVID-19 Make Social Media More Imperative Than Before? An Investigation of Small Retail Business Practitioners’ Perceptions

Authors: Hongjoo Woo (Yonsei University) , Wi-Suk Kwon (Auburn University) , Amrut Sadachar (Auburn University)

Abstract

One of the changes that were urged by marketing experts to respond to the pandemic was to strengthen digital communication capabilities. However, small businesses understanding and perceptions about SM were still very underdeveloped amid the popularity of SM before the COVID-19pandemic. Is this still the same after the outbreak of COVID-19? Or, have small retail business practitioners' perceptions about SM changed with the COVID-19 outbreak? The purpose of this study is to compare small retail business owners’/managers’ (hereafter, SBMs)perceived benefits, trust, and future adoption intentions toward SM before and after the COVID-19 outbreak.

Keywords: COVID-19, social media, small retail business, perception, trust

How to Cite: Woo, H. , Kwon, W. & Sadachar, A. (2022) “Did COVID-19 Make Social Media More Imperative Than Before? An Investigation of Small Retail Business Practitioners’ Perceptions”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.13370