Meet the editors

Dr. Pollák deals mainly with the issue of corporate reputation in the context of its sustainable development. His most significant academic achievements include the Best Paper Award - GBC 2015, Excellence Award - Megatrends and Media 2016, Best Paper Award - AAR17 New York Conference 2017, and a Quality Recognition Award for placing in the top 25 most downloaded articles from Research Leap in 2018. Dr. Pollák holds member-

ships in various organizations, including the World Association of Young Leaders.

Dr. Soviar's pedagogical and research activities are focused on cooperation management, marketing management, marketing communication, sociology, social psychology, and market research. He has been a member of several Slovak, European Union, and international research projects (e.g., Central Europe Research to Innovation Models, Central European Research and Development Area, H2020). He is also a member of the Slovak

Marketing Association. Dr. Soviar is the author and co-author of more than seventy publications.

The academic activities of Roman Vavrek can be divided into several categories. His publications have been devoted to analyzing the use of multi-criteria methods in the public and private sectors involving a wide range of mathematical-statistical methods. He has been responsible for the implementation of international/national projects involving institutions from e.g. Poland, Ukraine, Czech Republic, or Slovakia. He has been conducting

seminars and lectures since 2011 in the national (Slovak) and English languages. He has also completed several internships, research studies, and Erasmus mobility's at home as well as abroad, e.g. Greece, Turkey, Romania, Spain, the United Kingdom.

Contents

**Section 1**

**Section 2**

Communication Channels

*by Arshia Kaul and Ritika Guaba*

and Local Governance *by Sataporn Roengtam*

*by Chandra K. Massner*

**Section 3**

Sensory Marketing

**Preface XI**

Selected Perspectives of Communication Management **1**

**Chapter 1 3**

**Chapter 2 21**

Communication Management in the Times of Social Media **41**

**Chapter 3 43**

**Chapter 4 59**

**Chapter 5 75**

Marketing Communication in a Sharply Non-Standard Environment **95**

**Chapter 6 97**

Digital Economy in the Post-COVID Period: Changes, Communication

*by Alexander Rozanov, Anna Chebotareva, Vladimir Chebotarev,* 

*by Anca Constantinescu-Dobra and Mădălina-Alexanda Coțiu*

*by František Pollák, Jakub Soviar and Roman Vavrek*

Communication through Social Media: Fake or Reality

The Use of Videoconferencing in Higher Education

Processes and Development Prospects

*Abdel Raheem Naser and Elena Danilina*

Using Social Media for the Development of Civic Engagement

## Contents



Preface

For decades we have been confronted with estimates and predictions of the possible impact of innovations on the global market. With concepts where traditional retail turns into a form of showroom, respectively even further in the predictions, that retail, as we know it today, will disappear completely. The customer, therefore, gets the space to create a product according to their ideas and needs. This method gives the customer a sense of product and even brand development. Businesses, therefore, obtain data for the needs of targeted communication with their target groups. Based on customer behavior, businesses then analyze customers' habits, ways of preferred

Entrepreneurship through customer care is part of modern business strategy textbooks, where online is no longer only recommended, but rather required. At the end of 2019, it was inconceivable that brick- and-mortar stores could be temporarily closed by the decision of governments. The unprecedented situation of the first half of 2020 cleared the market in an unthinkable way. As a result, small- and medium-sized companies have been faced with the difficult task of finding new ways of communicating with customers as well as new ways of selling goods and providing services. Online business today does not fill the position of an ancillary service, but under the pressure of circumstances it has become a necessary part of the tools for the basic survival of companies across the global economies. Traditional companies built on history-proven foundations and forms

The situation surrounding the COVID-19 pandemic has also alerted traditionalists and staunch opponents of social networks. However, it should be borne in mind that this situation is not the result of market formation or the global market economy, but rather is an externality, the black swan that only a few risk managers anticipated. From a financial point of view, the term "reserve fund" has taken first place in the value ranking of corporate strategy. Once a term envisaged only by multinational companies, it has become an essential part of the management of small- and medium-sized companies. Creating a financial reserve to cover short-term outages is also not the answer. The pandemic has created a new chapter in global risk management that is moving into the microeconomy in response to customer retention, considering real-time government actions. The level of preparedness of companies for unexpected circumstances will be verified only by the fact itself. If we look at the repeatability of similar externalities, we find that we have a decimal sinusoid here. This fact creates the possibility of a model of preparation for a given situation, although it should be noted that each pandemic

At present, consumers are placing greater emphasis on online communication at the level of their comfort whereby interactions result only from everyday needs. However, in a time of the pandemic, companies are forced to take measures that do not come as market impulses, but rather as state regulations. All these acts in business

presentation, and taste.

of sales no longer have a choice.

brings new inputs to economic analysis.

management function as a catalyst for innovation.
