Public engagement strategies in the automotive industry: the case of Romania [articol]

Abstract

The generalized crisis triggered by the COVID-19 pandemic crisis forced an accelerated adoption of online communication and virtual formats for events, replacing the traditional flow of social, economic, and political life. The automotive industry as a major driver of innovation in the economic field was among the first sectors to replace the old way tactics of offline engagement with customers with social media solutions, promoted via multiple channels. The paper aims to provide an overview of the public engagement strategies employed by Romanian automotive industry in 2020-2021. Data are collected through content analysis of the major automotive retailers and are supplemented with information obtained from communication strategists in the field. The experience of virtual engagement is here to stay, and there are signs are that the strategy will carry out in the “new normal” period, once the restrictions on in-person contact are over.