Marketing in a Digital Age and Corporate Social Responsibility

Published: 2021/11/26
Number of words: 5574

Executive summary

In this freeport the detailed descriptions of ways of Covid-19 informed/changed the AstraZeneca CSR policy, practice and communications since February 2020 is described. Apart from this, evaluation and effectiveness of government digital involvement, marketing process and communication strategies in this global pandemic situation has been described in detail based on the comparison of UK and US. Eventually, it has determined several helpful recommendations for digital marketing strategies that can promote the potential third booster of the vaccine dose in the UK.

1. The challenges faced by the UK government in their campaign to change peoples’ behaviors during the Covid-19 pandemic

The COVID-19 epidemic is a huge health crisis across the world. At the same time, it is also a major cause of behavioral change while creating critical stress on human psychology. Consequently, it was noted that the government of the UK ceaselessly provides the services, which are needed to work in new ways during this ongoing epidemic. However, it contains accurate control levels for COVID-19 including social distance with all supporting materials for the implementation. From the other point of view, the individuals who are too vulnerable (as per clinical status) for COVID-19 may require all types of IPC protection by obtaining medical care at home or their own places. While considering this factor, the government also prioritizes self-isolation techniques depending on their medical and health status.

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But, on the other hand, the COVID-19 pandemic has resulted in a long-term failure of progressive governments to contribute funding, resourcing, and stability to the UK welfare sector. The reason for this failure can be apparent based on the two Health Foundation documents that concisely analyze the enormous impact of Covid-19 on citizens and social workers in the UK (, 2021). According to this context, it can be revealed that the policy of the government is quite liable. Consequently, the documents have shown that governments are very slow to act, fail to properly maintain social security, and contribute social protection a much lower priority than other countries because of the behavioral actions of those country people (Atchison et al., 2021). In contrast, the government action has been turned down due to the lack of funding, risk of collapsing and labor shortages in their social security system in this pandemic situation.

Apart from that, another complex reason for changing risky behavior is the neglect of other types of services, such as vulnerable groups and home care, as the key welfare policies primarily target nursing homes. This is another challenging factor for behavioral changes of individuals in the UK. As such, in the UK the most critical reasons why people do not pursue social distancing principles are job requirements, mental & physical health concerns, and the confidence that other precautions go well beyond social distancing (Perrotta et al., 2021). At the same time, while necessary masks have become mandatory in line with the CDC (Centers for Disease Control and Prevention) guidelines for rescue lives, many people in the UK have chosen not to wear the masks in public places to protect themselves from COVID-19.

Based on research in the UK in 2020 pointed out that over 60% of citizens refuse to take COVID-19 vaccinations due to the worry of unidentified and adverse side effects of the vaccine. On the contrary, almost 15% of sceptics do not believe the vaccine will be useful and effective (, 2021). This rate is significantly higher among low-income people and young people.

2. Evaluation of the effectiveness of the British government’s digital, cause-related marketing, communications strategy regarding Covid-19 and the vaccine

Effectiveness of British government and their digital activities-

Initially with both the Pfizer and BioNTech vaccine, the UK has become the first country to implement a vaccination programme for coronavirus (COVID-19) on 8 December 2020 (Nhamo et al, 2021). The effectiveness of vaccinations throughout the modern world underneath the Vaccine Monitoring Strategy of COVID-19 is supervised because the programme began in England as well as its initial consequential effects of the vaccine Pfizer or BioNTech has already been submitted through:

  • Disease symptom
  • Hospital or treatment services
  • Death cases
  • Symptomatic or asymptomatic infection

In response to the coronavirus disease outbreak, the MHRA has contributed a lot. The MHRA authorized its availability with reference to COVID-19 vaccines following the usual evaluation of the protection, efficiency, and standard of the immunizations (Sokolowska et al, 2021). The clinical studies of vaccines COVID-19 evidenced that they are efficient as well as reasonably safe; nevertheless, the MHRA is accountable for disease research of these vaccines as part of its established by law function to ensure that their positive impact continues to overshadow each and every hazard. All licensed medications as well as vaccines in the United Kingdom are therefore mandated. Over 50 percent of all SARS-CoV-2 genome sequences in the globe have been quickly synthesized by the COVID-19 Genome sequencing conglomerate UK. The United Kingdom has spurred the biggest COVID-19 randomized control test in the globe, with the research results helping disease ridden patients worldwide and in the UK.

Figure 1: Percentage of COVID vaccines in US
(Source:, 2021)

Government figures from Guatemala, Honduras, El Salvador, Costa Rica, Ecuador, and Bolivia were described with a digital seminar by the GCSI (Inchingolo et al, 2021). On the other hand, the assessment, performed in an autonomously study system with larger sample sizes of a larger area than in clinical studies, reported the validity of the U.S. vaccination coverage among healthcare professionals first identified on March 29. The event was attended by approximately 80 attendees from the Communicative Headquarters of the Executive, the Health ministry, International Secretaries, State Pensions as well as government advisors. They learned about cooperation techniques, media relations, coordinated campaigns and the fight against the pandemic (Machado et al, 2021). The incident forms part of the UK’s collaboration with Latin America throughout the location of COVID-19, including assistance for poverty reduction, mentoring in COVID-19 problems, as well as working through multilateral agencies in replying to instantaneous healthcare needs.

Effectiveness of cause-related marketing-

The worldwide disease outbreak of coronavirus (COVID-19) had already contributed to advancements in promotional, commercial as well as media spending (Banker and Park, 2020). These have forced businesses as well as brand names to reevaluate their thought process regarding present and future advertising campaigns to keep the earnings stable. In the component of international medical emergencies, brand names are presently endeavoring to attack the correct accent for market change, increasing competition as well as requirement for inventive and aggressive practices.

Figure 2: Vaccine development worldwide
(Source:, 2021)

Brand names adjusting as well as finding ways to promote products in the midpoint of the COVID-19 catastrophe. Government entities monitor closely the prospect of unreasonable business practices in order to guard vulnerable customers, which has been seen in the UK more than in other countries like the US. Speaks, caution letters and cease notifications have been sent to business owners that are seeking to capitalized on vulnerable groups through deceptive advertising, embezzlement, and “considerable” pricing by the Federal Trade Commission (FTC), the Food and Drug Administration (FDA), the Fed Attorney General and the Consumer Financial Protection Bureau (CFPB).

In order to play a more efficacious role in tackling deceptive, unequitable, or abusive publicity as well as marketing, FTC and other regulatory authorities must caution fully encounter their marketing strategies as well as scheduled information time liners (Afifi, 2021). This includes the inspection of careful evaluation of both the language, imaging of marketing and communication materials, particularly social media advertising. Brands should conform to social media legislation as well as use of marketers and supporters, advertising equipment, gift certificates as well as caring promotional offers to determine the possibility of regulation or investigations, as well as the difficulties of competing companies.

In the meantime, the IMF project’s global growth in Europe has collapsed to less than 3% by 2020. Countries consume required vaccinations as well as social disassociated practices to reduce the disease outbreak (Bourgeron, 2021).

  1. This is a 6.3 percentage point downgrade in just a few months as of January 2020. Hospitality, air transport, economic development, along with energy, textiles, conveyor equipment, furnishings, industrial equipment, and manufactured metal products, are one of the industry sectors which struggle the most.
  2. The rates for hotel occupancy across the country are under 20%, while airline travel seems to be almost 95% less than this timespan in 2019.
  3. Meals, electronic components, rubber products, plastics and chemical compounds have been the sectors that started showing expansion in March.

However, Brazilian, 2017 has described that there are several micro-influencers in order to promote as well as increase the brand awareness, maintain events, sample products, unbox videos, discount, and product competition.

Effectiveness of communications strategy-

The COVID-19 disease outbreak faced unprecedented challenges for the health communication process (French et al, 2020). It is recognized that people are encountering not only one but two outbreaks of coronavirus on its own, an “infodemic” that has permitted large quantities of contradictory data to intrude with our ability to manage COVID-19.

Approximately 30,000 people have been infected and more than 540,000 have died of COVID-19 in the United States in just the last year. Today, around a quarter of the community continue saying those who are hesitant to accept vaccination, just as upwards of two million people have been willingly rolling their sleeves to be vaccinated toward COVID–19. Even though the vaccination is free and even if it is authorized for urgent use in the Food and Drug Administration. There is a comparable unwillingness to protect the world from what should have been a vaccine- viral infection in the bigger or lesser degree internationally.

Health communicators need to use basic educational precepts to advance control as well as straightforward interaction in order to accomplish widespread vaccine education in the United Kingdom (Lin et al, 2021). A multidiscipline round table with specialists of over 50 partner organizations was coordinated by the National Infectious Disease Foundation (NFID) in January 2021 to develop the information, facts, and strategic thinking to overcome these needs. Attempting to draw from round conversations, NFID has submitted a presentation enabling clear communication to develop, COVID-19 Communication systems: Promoting Preventive health as well as Vaccines Trust. Many communication campaigns have been launched recently—from a global project by the Ad Council as well as various regional, local and community attempts. People need to investigate how these campaigns could indeed best strengthen each other not unwittingly add to the “infodemia” of immunization adversaries and COVID-19 deniers’ misleading information (Motta et al, 2021).

Effective Campaign Communication systems and strategies Checklist of COVID-19 which are being accepted, are-

  1. Finalizing the communication and leadership objectives is prevalent. Identify specific goals for effective communication, priorities as well as start creating a schedule to recognize results that also are required as a matter of priority from long term goals.
  2. Identify coordinated attempts representatives. Identify an approach extracts and parties with recognized leadership as well as cooperation capability.
  3. Design a communication strategy that focuses on individuals. Defining communication objectives that give preference to audience members, having taken their understanding, behaviors, existing behavior, and the surroundings into consideration.
  4. Implementing a communication plan includes incorporation of communication strategy. Coordinate notifications propagation on the language based. Start engaging ambassadors with optimism in a concerted response.

3. Recommendations

Here are some helpful recommendations and guidelines for digital marketing strategies, which can promote the potential third booster of the vaccine dose in the UK.

Determine the effective way of Digital CommunicationEveryone knows that the technology for communicating with people through different digital platforms is called digital communication. Therefore, the first step must be to determine the effective way of digital communication as there are several techniques including launching social media initiatives for third-booster dose, sending out newsletters, promoting banner ads, and posting local advertising content etc.


Draw the attention of   audiences by emailing  The government of the UK can also contact their citizens directly via email in their inbox with all the notifications or information for family and friends. However, based on research, it has been pointed out that people usually spend more than 2 hours a day viewing personal email and 3 hours viewing work email. In addition, as per eMarketer, nearly 63% of netizens prefer to receive shopping emails through brands’ websites including other platforms of social media (, 2021). Hence, the UK government can utilize this benefit.


Compelling the Promotions of social mediaThe terms social media engagement and digital engagement are often used interchangeably. Consequently, it can be revealed that with textual and visual content, social media makes it easy for UK governments around the world to promote the third revaccination for family, friends, celebrities, and businesses. According to a research report, it was discovered that over 73% of people in the UK use social media, and Instagram, Facebook, Twitter, and YouTube are probably the most used platforms. Therefore, developing an active social community on these platforms through company pages or related groups will be effective (, 2021).

Hence, the government of the UK can use this social media platform to create a page for a third booster vaccine and bring it to market with ease. Conversely, Facebook will be the most popular social media platform for the operation strategy as it has over 50.53 million unique visitors every month. From the other point of view, it is one of the most difficult digital media to apply (, 2021). As it was found out that users generally prefer messages from friends and family over media and other businesses.

Application of the Media InfluencersTelevision, radio, and film have long been recognized as forms of interaction with the media because they reach a wide audience and provide a wide range of information. Extensive online media, such as today’s popular social media and videos on YouTube videos can undoubtedly help the government of the UK to promote the third booster dose of the vaccine. Meanwhile, the channels in digital communication platforms have partially replaced television, and several blogs have become an alternative to radio.


Building own digital marketing platforms/websitesIn addition to the regular delivery of digital content, including through websites and social media, the UK government can invest in initiatives to promote their own digital media platform. At the same time, the UK government may also use influencer marketing to recruit social media influencers with audiences to promote a third booster dose of the vaccine in their own websites or applications.


Table 1: Recommendations for digital marketing communications strategy
(Source: Created by the learners)

4. The ways of Covid-19 informed/changed the AstraZeneca CSR policy, practice, and communications since February 2020

The Corporate Social Responsibilities (CSR) of AstraZeneca includes the ethical governance and the implementation of the efficient corporate strategy. This enables the absurdity of good relationships with the customers. The sustainable development plans related to ethical functionality and strategic management of vaccination policy in regards to the heath assessment criteria on the global basis is governed by the CSR policies taken by AstraZeneca Ltd. The enfranchisement of the global shareholding companies of healthcare and social welfare is accompanied with the operational and ethical performance of AstraZeneca. The safety measurement of the workforces and the environmental protection related inventory management is facilitated by the technically advanced R&D centers launched by AstraZeneca. The UK is the headquarters of this company.

The sustainable development goals of AstraZeneca are responsible to scrutinize and implement the following three criteria of governance.


Approximately 76,100 employees are globally engaged in maintaining governance and strategic penetration of the worldwide subsidiaries of AstraZeneca company. The maintained health care regimes of AstraZeneca are solicited to perform better in the virtual sustainable outgrowths of medical care in Oncology, cardiac, renal care, and respiratory and Immunological treatments (Wu et al., 2020). The affordable medicines are manufactured along with prior screening of the impacts of environmental resource processing upon the health of common people are assured by the CSR ethics of AstraZeneca. The digital therapeutics and the virtual campaigning of the scientifically proven technology are facilitated to empower the supply chain logistics of clinical trials facilitated by AstraZeneca. The innovation hubs are arranged to observe the impacts of vaccines upon the patients suffering from ischemic or chronic heart and kidney failures (Atchison et al., 2021).

The impacts of the vaccines upon the patients suffering from Type 2 Diabetes and the global partnership with Innovative Therapies for Children with Cancer in Europe (ITCC) is facilitated by the oncology and nutritional department of AstraZeneca. Intestinal Lung infections and the fibrosis related challenges are scanned by the research group of AstraZeneca (Cheng et al., 2019). The impacts and the inconveniences faced by the patients taking antibiotics are clinically screened by the community outreach programme and initiatives of Selection End points in Communities of bacTeria’ (SELECT) committee. SELECT committee is the newest invented policy to ensure the satyr against defects of antimicrobial resistance (AMR) shown by the customers of AstraZeneca. In this way the public’s rights to consume the safest claim services are ensured by the CSR policies taken by AstraZeneca (Hossain et al., 2021). The immunotherapeutic approaches of the adjuvant and immunotoxin reacted to experimental clinical trials of Covid-19 medicines and vaccination is measured by the healthcare facilities of AstraZeneca.

Conservation of Environmental sustainability

The environmentally hazardous toxic chemicals which are considered as xenobiotics and lethal agents for human beings and for trees also are critically screened by the sustainable development board of AstraZeneca (Cohen et al., 2021).

Apart from these, the key causative agents of the increased emissions of Greenhouse gases, biodiversity deterioration and deforestation are eliminated to some extent by AstraZeneca. The key types and the process of the zoonotic disease transmission along with the potential mechanism of land fermentation is managed by the Sustainable Development Board of AstraZeneca. The ten points of the action geared plans are taken to sustain the production of renewable and biodegradable pharmaceutical drugs which enables the protection of environmental resources (Szmelter-Jarosz and Osiecka-Brzeska, 2018). The reduction in the manufacturing of carbon footprint by the industrialization of AstraZeneca is assured by the Corporate Social Responsibilities of AstraZeneca.

Transparency in the ethical analytics performances

The sustainable ethics of creating the scientifically verified tools along with repository channeling of the supply chain logistics is maintained by AstraZeneca to mimic the high quality of 50,000 RT-PCR kits. The AI driven advanced software platforms with ethical data security policies are given to 77,000 worldwide employees of AstraZeneca. Administrations of the global authority of other vaccine manufacturing centers dependent upon the spike proteins and the attenuated form of Covid-19 viruses is collaborated by CSR policies of AstraZeneca (Berezina, 2018). Temperature and hydration screening outlets along with the strict precautions of social distance maintenance is approved by the higher authority of the employee safety committee. Across 78 countries and to the improvement of 340 non-governmental organizations are provided with a charitable amount of $15 million (Sánchez‐Torné et al., 2020). The medical acquisition committee is enabled to produce more laboratory technicians and scientifically trained nurses and volunteers of critical care schemes of AstraZeneca.

Governmental constituents and the distributions of the government policies of CSR in AstraZeneca

Sustainable performances of Board of directors

The public disclosures and the annual summative meeting sponsored by the Board of Directors of AstraZeneca committee put utmost stress in the formation of resilience concerned to reductions of climate changes. Geneviève Berger shows his responsibilities to the corporate social ethics maintenance in coherence with the task forces of TCFD (Jakopovic, 2017). In this way, dependence upon the ethical measurement of the rules of Climate Related Financial Disclosures (TCFD) is publicly adjourned during the audit report publications. The globalized sustainable financial disclosures released by AstraZeneca from February, 2020 is governed by the transparent CSR policies of this pharmaceutical organization.

Nazneen Rahman the newly appointed chairperson with the responsibilities non-executive director position of AstraZeneca since January, 2021.

The joint acquisitions coming from the political knowledge and suggestions led by the members of G20 and G7 ladders are taken to great concern by Leif Johansson, chairman of the AstraZeneca board. The resilient inventory measurements are taken in regards to the sustainable policies of the Post-Pandemic Policy Commission (Sánchez‐Torné et al., 2020).

Pascal Soriot, CEO of AstraZeneca is very much concerned with perfect recognition of the main sustainable development goals of producing the lowest range of carbon emission by the industrial outcome of AstraZeneca. The public health and the environmental resources are sustainable partitioned by the effort taken by him. Marc Dunoyer, another head director, responsible for reduction in the rates of frequent spread of non-communicable diseases across the youth generations of the UK. The public disclosures about the operational ethics of sustainability indexes along with the satisfactory maintenance of Zero-Carbon Governance Group is facilitated by these board of directors (Gimenes and Payaud, 2017).

Sustainable governance ethics maintained by the initiatives taken by the Senior Executive Team members of AstraZeneca (SET)

Diverse ranges of racism and the ethical prejudices of many religious communities of the UK and all over the world is taken into due considerations by the SET members. The business prioritizations over the social community reacted preferences and the measurement of Sustainable development indexes of AstraZeneca are managed by the effort of Katarina Ageborg, Chief Compliance Officer.

Globalization of performance dimensions of the Sustainability Advisory Board (SAB)

The leadership amendment and the envelopment related problems persisting in the UK during the post pandemic period irrespective of gender discrimination is improved by actions taken by SAB members. Maximization of the retention period of the stakeholder engagement is elicited by the performances of SAB members. Inconveniences faced by various external and internal stakeholders of AstraZeneca company are managed by the efforts of the advisory committee of AstraZeneca (Berezina, 2020). The strategic alliances with other adenovirus related pharmaceutical companies are thereby facilitated by taxations of ten integration policies of environmental stewardship and CSR. The Intellectual property Rights and the Unique Selling Propositions (USP) of AstraZeneca is accompanied by the democratic leadership authority of SAB members. The major stakeholders managed ethically by the governance of CSR policies of AstraZeneca are as follows:

Patients’ collaboration Team

Approximately 25 million+ people are globally benefitted by the CSr ethics of sustainable performances of AstraZeneca.

Collaboration with Healthcare Professionals (HCP)

Patents Asiatnec community programmes are facilitated by the ethical sponsorship of 1,18000 enquiries related with HCP performances of AstraZeneca. Approximately 1,32000 front workers are scientifically trained by sponsorship of AstraZeneca company.

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Supply chain logistic accommodation

The duplications in the RT-PCR testing and animal screening report elucidated the strategic alliance of AstraZeneca with other pharmaceutical companies named Novartis, Sanofi, GSK. The supply chain logistics are improved by transparent communication among the vendors, suppliers, lab technicians of AstraZeneca (Berezina, 2018). Pharmaceutical Supply Chain Initiatives (PSCI) is the newest type of initiative.

Workforce management

Social media based digital entrepreneurship and facilitators of the online campaign and related decorations of the vaccinations along with guiding brochures are available in the official portals of AstraZeneca. Collaboration teams of the workforce are formed by the diversifications of crowdsourcing (Mahase, 2021).

Investor analytics related sustainable policies

Conferences and public meetings are arranged to attract more stakeholders and capital investors for AstraZeneca.

Government Authorizations

The global campaign of the medicine outlets and vaccination camp generation in the UK, US, Canada, Africa, and other countries are facilitated by government facilitation encouraged by the CEO of AstraZeneca (Ngwakwe, 2020).


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