• Advertising
• COVID-19
• Marketing Strategies
• Consumer Behavior

During COVID-19, which is an unparalleled situation, organizations are experiencing massive challenges without even understanding if their decisions will lead them to appropriate outcomes to succeed in this present environment where uncertainty and instability prevails. Everything is changing and, to keep up with this accelerated forced evolution, companies need to adapt their traditional way of doing business for the sake of what their consumers need and expect. This research addresses to investigate how COVID-19 is impacting consumers' behavior and how organizations are reacting to meet their needs, and mostly how they communicate during the pandemic. In particular, the goal of this thesis is to explore the three most influenced aspects that have had enormous effects on consumption behavior: the economic one, health and wellbeing, and digitalization. Finally, two case studies will be carried out of Barilla and La Molisana, analyzing in-depth their communications following the crisis.