The impact of COVID-19 on digital marketing and marketing philosophy: evidence from Jordan

The purpose of the study was to examine the impact of COVID-19 pandemic on digital marketing and marketing philosophy. The study population consists of managers and employees working in the marketing department of companies operating in Jordan. Non-probability convenience sampling was adopted in terms of gathering the data. For this purpose, managers and employees from the marketing departments were surveyed and 318 responses were obtained that were in appropriate form to be included in the statistical analysis. Meanwhile, for empirical analysis, confirmatory factor analysis (CFA) and partial least square (PLS) were used and Smart PLS was used as statistical package. The findings of the paper have revealed that COVID-19 has a significant impact on digital marketing and marketing philosophy. Therefore, it can be evidently claimed that the emergence of the pandemic has not just threatened the survival of the firms in Jordan but has also provided an unprecedented opportunity to evolve, grow and expand given that presence of consumers online has increased dramatically which has forced organisations to revisit their digital marketing practices and bring significant changes into the marketing philosophy in terms of unique marketing strategy and core marketing concepts with respect to ongoing pandemic conditions.