Marketing in the era of COVID-19

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...

Descripción completa

Detalles Bibliográficos
Autores principales: Hoekstra, Janny C., Leeflang, Peter S. H.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer International Publishing 2020
Materias:
Original Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7682120/
http://dx.doi.org/10.1007/s43039-020-00016-3
_version_ 1783612645374427136
author Hoekstra, Janny C.
Leeflang, Peter S. H.
author_facet Hoekstra, Janny C.
Leeflang, Peter S. H.
author_sort Hoekstra, Janny C.
collection PubMed
description 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.
format Online
Article
Text
id pubmed-7682120
institution National Center for Biotechnology Information
language English
publishDate 2020
publisher Springer International Publishing
record_format MEDLINE/PubMed
spelling pubmed-76821202020-11-24 Marketing in the era of COVID-19 Hoekstra, Janny C. Leeflang, Peter S. H. Ital. J. Mark. Original Article 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. Springer International Publishing 2020-11-23 2020 /pmc/articles/PMC7682120/ http://dx.doi.org/10.1007/s43039-020-00016-3 Text en © The Author(s) 2020 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Original Article
Hoekstra, Janny C.
Leeflang, Peter S. H.
Marketing in the era of COVID-19
title Marketing in the era of COVID-19
title_full Marketing in the era of COVID-19
title_fullStr Marketing in the era of COVID-19
title_full_unstemmed Marketing in the era of COVID-19
title_short Marketing in the era of COVID-19
title_sort marketing in the era of covid-19
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7682120/
http://dx.doi.org/10.1007/s43039-020-00016-3
work_keys_str_mv AT hoekstrajannyc marketingintheeraofcovid19
AT leeflangpetersh marketingintheeraofcovid19

Ejemplares similares