@inproceedings{7cc5f9960d944dfab4d50c010b693c83,
title = "La adaptaci{\'o}n de la comunicaci{\'o}n de las marcas en Facebook durante la crisis de COVID-19",
abstract = "As a result of the pandemic, many brands were forced to adapt their communication. Among the messages disseminated are those of an emotional, reflective, optimistic and even entertaining nature. This behavior has been analyzed by some authors, calling this adaptation of brand discourse to the reality of an existing crisis as Advertcrisis. The objective of this study is to analyze how KFC, Cinemark and Samsung adapted their communication on Facebook during the COVID-19 crisis. It should be noted that these brands market internationally; however, the study of their communication was based on the social networks they manage in Peru. Therefore, the study is subject to a national market. To do so, a comparative review of the messages before and during the crisis was carried out through a qualitative research based on the case study. The results were contrasted with theoretical reflections, obtaining as a result that the three brands were immersed in the scenario described by the Advertcrisis theory.",
keywords = "Advertising Media, Brand, Communication, Content management, COVID-19, Crisis management, Social network, Strategy",
author = "\{Tapia Pacheco\}, \{Diana Isabel\} and Francisco Arbaiza",
note = "Publisher Copyright: {\textcopyright} 2022 IEEE Computer Society. All rights reserved.; 17th Iberian Conference on Information Systems and Technologies, CISTI 2022 ; Conference date: 22-06-2022 Through 25-06-2022",
year = "2022",
doi = "10.23919/CISTI54924.2022.9820391",
language = "Espa{\~n}ol",
series = "Iberian Conference on Information Systems and Technologies, CISTI",
publisher = "IEEE Computer Society",
editor = "Alvaro Rocha and Borja Bordel and Penalvo, \{Francisco Garcia\} and Ramiro Goncalves",
booktitle = "Proceedings of 2022 17th Iberian Conference on Information Systems and Technologies, CISTI 2022",
}