“Do I Stand On My Own” Or “Are We All in This Together”? The Effect of Collectivist Marketing Messages During Challenging Times Like Pandemic

<em>During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the number of likes during worsening pandemic conditions, while individualistic words (e.g., I, me, etc.) tend to negatively affect likability. This study underscores the effectiveness of utilizing collectivism in marketing communications to enhance positive engagement during societal crises.</em>