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Marketing in the era of COVID-19

Author

Listed:
  • Janny C. Hoekstra

    (University of Groningen)

  • Peter S. H. Leeflang

    (University of Groningen
    Aston Business School
    Member of the Royal Academy of Arts and Sciences)

Abstract

We discuss the effects of COVID-19 on consumer behaviour and elaborate on the consequences of this disruption for marketing strategies and marketing policies. The crisis shows similarities with changes in consumer behaviour and the way marketing is carried out during economic downturns. However, it also displays characteristics which differ from downcycles, such as shifts in consumption between categories and the accelerated shift from offline to online behaviour. This is forced by the re-evaluation of life priorities by final consumers.

Suggested Citation

  • Janny C. Hoekstra & Peter S. H. Leeflang, 2020. "Marketing in the era of COVID-19," Italian Journal of Marketing, Springer, vol. 2020(4), pages 249-260, December.
    • Handle: RePEc:spr:ijmark:v:2020:y:2020:i:4:d:10.1007_s43039-020-00016-3
    DOI: 10.1007/s43039-020-00016-3
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    References listed on IDEAS

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    Cited by:

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    2. Ignacio Rodríguez-Rodríguez & José-Víctor Rodríguez & Niloofar Shirvanizadeh & Andrés Ortiz & Domingo-Javier Pardo-Quiles, 2021. "Applications of Artificial Intelligence, Machine Learning, Big Data and the Internet of Things to the COVID-19 Pandemic: A Scientometric Review Using Text Mining," IJERPH, MDPI, vol. 18(16), pages 1-29, August.
    3. Tetiana Shkoda & Oleksandr Savych, 2022. "Transformation Of Marketing In Wartime And Postwar," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 8(5).
    4. Giandomenico Domenico & Annamaria Tuan & Marco Visentin, 2021. "Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic," Italian Journal of Marketing, Springer, vol. 2021(4), pages 351-369, December.
    5. Boersma Kees & Larruina Robert, 2024. "Between Here and There. The Role of Social Entrepreneurship in Restoring the Supply Chain of Face Masks During the COVID-19 Crisis," Journal of Homeland Security and Emergency Management, De Gruyter, vol. 21(2), pages 167-187.
    6. Chiara Bartoli, 2022. "Consumer self-concept and digitalization: what does this mean for brands?," Italian Journal of Marketing, Springer, vol. 2022(4), pages 419-437, December.
    7. Byun, Kate Jeonghee & Park, Jimi & Yoo, Shijin & Cho, Minhee, 2023. "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. F. Canio & E. Martinelli & M. Peruzzini & G. Marchi, 2021. "The use of virtual tours to stimulate consumers’ buying and visit intentions: an application to the Parmigiano Reggiano cheese," Italian Journal of Marketing, Springer, vol. 2021(3), pages 209-226, September.
    9. Asli Cazorla Milla & Monica Machado & Leonardo Jose Mataruna-Dos-Santos, 2023. "Digital Communication in Sport Sector: A Brief Analysis of the Pandemic Crisis Period," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(5), pages 177-177, October.
    10. Marco Bettiol & Mauro Capestro & Eleonora Maria & Stefano Micelli, 2021. "Reacting to the COVID-19 pandemic through digital connectivity with customers: the Italian experience," Italian Journal of Marketing, Springer, vol. 2021(4), pages 305-330, December.
    11. Witek-Hajduk Marzanna K. & Grudecka Anna, 2024. "Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 60(3), pages 211-226.
    12. Tina Žurbi & Diana Gregor-Svetec, 2023. "Use of QR Code in Dairy Sector in Slovenia," SAGE Open, , vol. 13(2), pages 21582440231, May.
    13. Sara S. Al-Moustafa & Thowayeb H. Hassan & Mahmoud I. Saleh & Mohamed Y. Helal & Amany E. Salem & Khaled Ghazy, 2023. "Unlocking Tourism’s Potential: Pricing Strategies for the Post-COVID Renaissance," Sustainability, MDPI, vol. 15(19), pages 1-12, September.
    14. Annarita Sorrentino & Daniele Leone & Andrea Caporuscio, 2022. "Changes in the post-covid-19 consumers’ behaviors and lifestyle in italy. A disaster management perspective," Italian Journal of Marketing, Springer, vol. 2022(1), pages 87-106, March.

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