Marketing digital și comportamentul consumatorului on-line din România în timpul pandemiei COVID-19: studiu de caz
Digital marketing and online consumer behavior in Romania during the COVID-19 pandemic: case study
Author(s): Mihai Timus, Elena POLEARUSSubject(s): Business Economy / Management, Behaviorism, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Editura University Press Targu Mures
Keywords: digital marketing; consumer behaviour; Digitization; Romania; COVID-19 pandemic;
Summary/Abstract: Digital marketing is a constantly changing field in which new trends, new values and new promotional tools appear periodically in the online environment. Trends are given both by technological progress and by the profile and behavior of the consumer. Following the application of a structured questionnaire, this paper aims to analyze the online consumer behavior in Romania during the pandemic period. The results of our study can be used by entities from various sectors of activity that want to promote products / services in the online environment.
Journal: Acta Marisiensis. Seria Oeconomica
- Issue Year: 15/2021
- Issue No: 1
- Page Range: 57-80
- Page Count: 24
- Language: English, Romanian