Social Currency, Strategies and Consumer Behavior in Post-pandemic World

Abstract

The adverse effects of the pandemic forced people to keep distance from each other, driving them to use social media for communication and shopping. The behavior emerged due to pandemic has now altered buying behaviors in new normal. The buyers have used social media to express themselves in the online community in addition to purchasing. The social currency, which is the shared experience and expression in the social community has played an important role. In order to focus on the three research questions, this study explored the literature sources including research journals, corporate house reports and news published in magazines. Following quantitative sequential design, the study used the blend of convenience and purposive sampling technique to explore research papers through Google Scholar. The study found 57 research papers suitable for approaching narrative literature review. This paper discusses the different dimensions of social currency as well as their role in the communication that takes place via social media. These explanations were made in reference to consumer behavior that was developed during the pandemic and their reflection in the period after the pandemic. With the assistance of various anecdotal evidence, this paper has provided additional commentary on the ways in which social currency on social media can improve consumer behavior in a world that has been affected by a pandemic. This paper significantly improves theoretical and practical knowledge on the dimensions of social currency and the gives the picture that how the social currency can be used to improve performance of the brands in the changed consumer behavior of new normal. The study also explained the limitations and proposed future research direction at the end.