Brand Dynamics and Social Media Strategies During the Russia-Ukraine War: Insights from Poland

This study investigates the significant shift in social media and brand management due to the outbreak of the war in Ukraine in 2022, focusing particularly on how companies’ social media posts and strategies evolved in response to the conflict and its impact on user attitudes. The research explores the changing dynamics of social media engagement by companies and the public during the war, examining the role of social media in shaping public perceptions and responses to the conflict and the effect of companies’ online activities on their relationships with users and consumers. Utilizing data from platforms like Facebook, Instagram, and Twitter, the study also incorporates a survey conducted among the Polish community to evaluate consumer opinions about corporate actions on social media during the crisis. The findings reveal a paradigm shift in brand communication and management on social media, highlighting the expectation of users for companies to address social and political issues and the demand for brands to withdraw from the Russian market as a show of support for Ukraine. The study also explores into the practical implications of social media crisis management, underscoring the need for brands to monitor online platforms, respond promptly and transparently, offer solutions, and have a crisis management plan.