Impact of the COVID-19 Pandemic on Changing the Content of Social Media Advertising

Social media and advertising offers opportunities for receiving pre and post-purchase information. Advertising plays a significant role in the business’ marketing as every company wants its product to be successful and well-known among its target audience and thus, it is essential to promote it. Promotion plays an important role within the marketing mix as its aim is to draw the attention of potential buyers. The main aim of the study is to find out how social media, especially advertising, changed its content during the pandemic COVID 19.  The questionnaire was distributed among respondents by using social media. This way we tried to have representatives of each age category trying to resemble as closely as possible the Slovak market. Following the random selection of participants (users of social media) who were addressed 135 filled in the questionnaire. Impacts of the COVID-19 pandemic, in terms of Advertising we found out that there has been a certain change. According to the answers of our respondents the changes have been present in content of advertisements, the motives used, their narrative, offered products or services or the combination of all mentioned before. Consumers noticed an increased amount of COVID-19 related products such as face masks, disinfection etc.