ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT
DOI:
https://doi.org/10.24193/subbnegotia.2023.1.02Keywords:
religious communication, adaptive communication, Facebook, Orthodox, COVID-19Abstract
A generalized migration of the consumers to digital channels was observed during the COVID-19 pandemic situation. In this context, the purpose of the research was to analyze the online options the consumer of religious services had and the way Church adapted its communication at the new circumstances. Questions regarding the intensity of communication, posts’ type or frequency, and reactions were investigated through a longitudinal retrospective study focused on Facebook platform. More than 6,150 posts and 1.6 million reactions were included. Distinctive profiles were observed: monasteries vs. urban parishes vs. rural ones. The study suggests that the pattern of consumers’ reactions was influenced by the type of the posts. The impact that online messages have, advocates for a professional approach or support in communication. The results may serve as informational input for a future unitary communication strategy of religious entities.
Article history: Received January 13, 2023; Reviewed January 31, 2023; Accepted February 10, 2023; Available online March 30, 2023; Available print April 30, 2023.
JEL Classification: M31, Z12, O33
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