Lockdowns and restrictions that were imposed to combat the coronavirus pandemic are beginning to ease in some countries, but there is little sign there will be a quick return to normality, according to a new global study into consumer intentions.
GlobalWebIndex, WARC COVID-19 Series, April 2020
This third wave of GlobalWebIndex's multi-market study, fielded in 17 countries between April 22 - 27, shows how the picture is evolving as some countries hope to enter the recovery phase of the coronavirus pandemic.
Brands everywhere are affected by the coronavirus and each has to find how best to respond, with some needing to tackle the situation head-on; new research from Kantar explores what works and what doesn’t in these communications.
Concerns about how the COVID-19 outbreak will impact finances are growing – but people still expect the national and international situations to be worse than their own, according to the latest wave of coronavirus research from GlobalWebIndex.
Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432
Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.
Damien Chaney and Karim Ben Slimane, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 468-477
This article adopts an institutional view to rethink consumer resistance. Two types of consumers who resist market domination are identified: "rebels" and "entryists." Rebels are able to consume but do not want to and oppose all or part of the market, whereas entryists want to consume but are kept out of the market.
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.