ABSTRACT
As the concluding chapter, this chapter presents the grounded theory of crisis response advertising practices during COVID-19 in the form of a concise story and a visual representation of a new complex crisis response advertising (CCRA) model that emerged. Following the visual model and COVID-19 narrative is a set of theoretical propositions that interrelate the categories in the model. The theoretical propositions presented in this chapter serve as a starting point for crisis communication researchers for needed follow-up studies to advance our understanding of CCRA in the 2020s and beyond. The next section applies the main components of the theoretical propositions to a professional working environment and presents them as high-level best practices that can be implemented by practitioners when the next complex crisis hits. The chapter also includes a list of best practices mentioned by the participants of this study that did not necessarily fit the CCRA model but that provide valuable insights from their experiences of working in the advertising industry during the COVID-19 pandemic. Finally, the chapter offers a discussion of the findings of this study in the context of the existing literature, conclusions, limitations, and suggestions for future research.
