ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT
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 circumstance...
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| Format: | Article |
| Language: | English |
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Studia Universitatis Babes-Bolyai
2023-03-01
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| Series: | Studia Universitatis Babeş-Bolyai Negotia |
| Subjects: | |
| Online Access: | http://www.studia.ubbcluj.ro/download/pdf/negotia/2023_1/02.pdf |
| _version_ | 1827762191786311680 |
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| author | Horațiu Vasile BORZA Ionuț Călin CĂZAN Smaranda Adina COSMA |
| author_facet | Horațiu Vasile BORZA Ionuț Călin CĂZAN Smaranda Adina COSMA |
| author_sort | Horațiu Vasile BORZA |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-11T10:27:16Z |
| format | Article |
| id | doaj.art-05f3a06ed44641d08a227eb85959e5d2 |
| institution | Directory Open Access Journal |
| issn | 1224-8738 2065-9636 |
| language | English |
| last_indexed | 2024-03-11T10:27:16Z |
| publishDate | 2023-03-01 |
| publisher | Studia Universitatis Babes-Bolyai |
| record_format | Article |
| series | Studia Universitatis Babeş-Bolyai Negotia |
| spelling | doaj.art-05f3a06ed44641d08a227eb85959e5d22023-11-15T12:01:02ZengStudia Universitatis Babes-BolyaiStudia Universitatis Babeş-Bolyai Negotia1224-87382065-96362023-03-016813152https://doi.org/10.24193/subbnegotia.2023.1.02ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXTHorațiu Vasile BORZA0https://orcid.org/0000-0002-9091-111XIonuț Călin CĂZAN1https://orcid.org/0000-0002-1134-5245Smaranda Adina COSMA2https://orcid.org/0000-0003-3875-9656PhD student, Doctoral School of Communication, Public Relations and Advertising, Babeș-Bolyai University, Cluj-Napoca, Romania. Email: horatiu.borza@ubbcluj.roTeaching Assistant, PhD student, Faculty of Business, Babeș-Bolyai University, Cluj-Napoca, Romania. Email: ionut.cazan@ubbcluj.roProfessor PhD, Faculty of Business, Babeș-Bolyai University, Cluj-Napoca, Romania. Email: smaranda.cosma@ubbcluj.roA 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.http://www.studia.ubbcluj.ro/download/pdf/negotia/2023_1/02.pdfreligious communicationadaptive communicationfacebookorthodoxcovid-19 |
| spellingShingle | Horațiu Vasile BORZA Ionuț Călin CĂZAN Smaranda Adina COSMA ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT Studia Universitatis Babeş-Bolyai Negotia religious communication adaptive communication orthodox covid-19 |
| title | ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT |
| title_full | ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT |
| title_fullStr | ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT |
| title_full_unstemmed | ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT |
| title_short | ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT |
| title_sort | adaptive facebook communication of orthodox entities in covid 19 context |
| topic | religious communication adaptive communication orthodox covid-19 |
| url | http://www.studia.ubbcluj.ro/download/pdf/negotia/2023_1/02.pdf |
| work_keys_str_mv | AT horatiuvasileborza adaptivefacebookcommunicationoforthodoxentitiesincovid19context AT ionutcalincazan adaptivefacebookcommunicationoforthodoxentitiesincovid19context AT smarandaadinacosma adaptivefacebookcommunicationoforthodoxentitiesincovid19context |