Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal®

Abstract

This article aims to analyze the brands communication on social media, in this phase of the Covid-19 pandemic that the world is experiencing. The way of communicating has changed, and, consequently, consumer behavior, so, becomes essential understand, what communicates now, how a brand should position itself in a way that is recognized and thus create involvement with consumers It is essential to know the new path of the connected consumer, ensuring that in the phase of attraction by a brand, digital influencers advise it and communicate in order to publicize it and lead to a hypothetical consumer decision. Through a light, transparent, emotional communication that generates confidence and security, based on causes and purposes and with concern for people, communities and planet, brands can consolidate their purpose, be recognized by consumers and create involvement between consumers and brands. The case study Nestlé® and Nestlé Portugal® demonstrates two brands that have adopted this language constantly and, this has increased its visibility. In an era of social detachment, it is urgent to use social media, but in a studied, transparent and based on human values recognized by consumers. It is concluded that the concept of community stands out more and more as a basic pillar of identification of people with brands.