Interview Themes

Main conclusions of the interviewees’ accounts, characterizing particular perceptions and/or experiences that the researchers see as relevant to the research question.

Theme One

Changes in consumers’ choice of purchases, marketing strategy, and adoption of digital commerce are common during COVID-19 era.

Theme Two

Ads that drew consumers in sought to make a positive impact and imprint new human values that matched the needs of society.

Theme Three

Online advertising reached consumers effortless.

Theme Four

Compassionate purpose driven and social advertising is deemed attractive in the era of COVID-19

Theme Five

Brand honesty, accountability, and charity are effective to build brands and their relations with consumers at a time when people are increasingly choosing brands that align with their values.

Theme Six

Purpose driven or social marketing can signal to consumers to engage with a brand in myriad ways.