Communication of brands on social sites during the COVID-19 pandemic in the context of globalization

Research background: The global coronavirus crisis has become a household name across all segments of digital marketing communication. Whereas some brands primarily focused their communication on corporate social responsibility at that time (from March to May 2020). What and how the brands were communicated on social sites within the pandemic marketing communication can become a significant finding for the research into CSR or changes of digital behaviour of certain brands.Purpose of the article: The purpose of the paper is to analyse and subsequently compare the content of a relevant brand to be published on Facebook in the context of globalization and during the first COVID-19 outbreak. In the paper, the authors dealt with the McDonald’s and their communication and content to be published on Facebook within a specific time period (March to May 2020) in particular markets.Methods: The authors intended to analyse content and format papers that were published and subsequently analysed - content or format consistency is the essence of social sites communication. The quantitative part will consist of the content analysis of key words and at the same time, the size and economic power of the target audience and their reactions will be observed. The qualitative part will entail evaluation of communication, content and current communication.Findings & Value added: There is a question if and what a relevant brand communicated to their consumers and fans on social sites during the COVID-19 outbreak or the state of emergency, as being responsible and staying home was the most effective vaccine against the COVID-19 pandemic.