Masterclass
Branding and Social Media in pandemics and beyond: avoiding the COVID-washing trap

15 June 2020 - 5-6 p.m. (CEST)
Prof. Dr. Lorena Blasco-Arcas

Consumers' habits and behaviours have changed during this crisis, and social media channels have been a catalyst of this change for consumers to communicate, work, entertain themselves and even to keep fit. Brands have witnessed how their audiences have switched to and spend more time in digital media, so digital communication for brands has become even more relevant than before. Facing budget cuts and uncertainty, how to better communicate and resonate in audiences is a current challenge for brands now and in future to come. In this webinar, we will discuss key aspects of this evolution and how brands can better communicate with their audiences, avoiding "COVID-washing" or irrelevant communication with a focus on social media channels.

Prof. Dr. Lorena Blasco-Arcas is Associate Professor of Marketing at ESCP Business School, Madrid Campus. She holds a BA in Marketing Management, a MA in Arts Management and an MSc in Economy and Organizations Management. After three years working in the private sector as an Arts Manager, she started her academic career as an assistant professor in the School of Management and Public Management at University of Zaragoza. She has a wide teaching experience in marketing and management at both undergraduate, postgraduate and executive levels. Her main research interests is consumer behaviour in digital environments focusing on digital co-creation of value processes, e-commerce and services marketing. She has participated in different research projects funded by the Spanish Government and other national funding bodies.

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