The Impact of Covid-19 on Digital Marketing and Consumer Buying Behavior (Research Paper Sample)

Impact of COVID-19 on social media digital Marketing and consumer behavior
Name
University
Course
Instructor
Due Date
Contents TOC \o "1-3" \h \z \u Abstract PAGEREF _Toc73325547 \h 3Introduction PAGEREF _Toc73325548 \h 4Research Objectives PAGEREF _Toc73325549 \h 4Research Questions PAGEREF _Toc73325550 \h 5Theoretical Framework PAGEREF _Toc73325551 \h 9Research Method PAGEREF _Toc73325552 \h 9Research Design PAGEREF _Toc73325553 \h 9Methodology PAGEREF _Toc73325554 \h 10Demographic data PAGEREF _Toc73325555 \h 11Age and Gender Marital Status PAGEREF _Toc73325556 \h 11Employment Status PAGEREF _Toc73325557 \h 11Frequencies PAGEREF _Toc73325558 \h 12Descriptive Statistics PAGEREF _Toc73325559 \h 211.Covid19 effects on digital marketing PAGEREF _Toc73325560 \h 222.COVID-19 and consumer buying behavior PAGEREF _Toc73325561 \h 24Results and Findings PAGEREF _Toc73325562 \h 25Conclusion PAGEREF _Toc73325563 \h 26Discussion PAGEREF _Toc73325564 \h 27Recommendations PAGEREF _Toc73325565 \h 28Limitations PAGEREF _Toc73325566 \h 29Bibliography PAGEREF _Toc73325567 \h 30Appendix- I Questionnaire PAGEREF _Toc73325568 \h 32Appendix- II Figures and images PAGEREF _Toc73325569 \h 34
Abstract
COVID is a worldwide pandemic that has influenced the lives of an extensive number of individuals. It had a profound effect on the worldwide economy. The Covid-19 is widely influencing online businesses, organizations, tourism, and much more. Amid the crisis, digitalization has taken a massive hop. This has offered to rise an expansion in marketing. The advertisers have discovered digital marketing as the answer for conveying and promoting with clients. This paper is an endeavor to basically survey and carry out a precise review of the effect of covid19 on digital marketing. The research examines the on-going progression in the digital marketing midst of covid19 and has additionally investigated some early observational explores the impact of covid19 on influencer promoting. Further. I observed how due to the rise in digital marketing due to covid, the consumer buying behavior changed . This is quantitative-based research, where questionnaire was used as a means to gather information and tests like SPSS, correlation and regression were used along secondary data is used. The benefits of this study can be used to empower digital influencers amid the Coronavirus and accelerate the sales and revenue when the world is supposedly facing a pandemic.
Keywords: Digital marketing, influencer marketing, Coronavirus, pandemic, crisis
Introduction
The world was in order; people had proper jobs, offices, and workplaces, students used to go to school; parks were open; tourism was a thing; life was normal, and then a global pandemic happened. COVID-19, a virus, got introduced into our lives, and then everything took a 180 degrees turn. What we once imagined and saw as normal; totally changed just in few months. The Global pandemic took a toll on every person; it had an adverse effect on every aspect and milestone of life. The pandemic was more deadly than the scientists have imagined; it kept on spreading and replicating; there was a significant number of deaths; businesses and the economy got most affected. To stop the spread and let the deadly wave pass, the lockdown was the only option; thus, people started to work from home, and to overcome frustrations and entertain themselves, people turned to social media. As a result, the on-screen time significantly increased. Soon, the business saw this as an opportunity to go digital and start making money by employing new digital marketing strategies, which significantly impacted consumer buying behavior.
The research was carried out to examine the trends that raise awareness, to investigate and comprehend the scope of digital marketing amid the global crisis. Due to global pandemic, the world, business, and people that got disconnected could now reach other immediately because of the global pandemic. The businesses were back to running, and the dust settled.
Research Objectives
The purpose of selecting this topic is to shed light on the global pandemic and its effect on consumer buying behavior. To provide insights into how the businesses are surviving while embracing the new normal. To analyze how social media plays an important role amid the global crisis by acting as a magnet that lures buyers and influences their buying behavior.
Research Questions
* What are the consequences of COVID on digital marketing in the region the study is being conducted? 
* Are digital marketing and social media effective or not amid the global pandemic?
* How did the pandemic and social media affect consumer buying behavior?
* What do you think of potential online marketing tactics after the crisis? Is this how things are going to function perpetually?
Literature Review
Before COVID-19 struck, notable innovative advertisement trends were created, such as video promotion, online marketing, marketing animation, and email advertising. Digital marketing is transforming to keep up with the latest technology changes and emerging customer trends, such as the assumption that advertising and content can be increasingly personalized and linked to the individual CITATION DeR20 \l 1033 (De, Pandey, & Pal, 2020). Consumer behavior and attitudes have changed due to the pandemic. Coronavirus lockdowns have proven particularly troublesome for a number of companies, including marketing firms. This is not the case for influencers who constantly get ready to film material at the household CITATION Hoe20 \l 1033 (Hoekstra & Leeflang, 2020). As a result, many have strategically modified their material to be appropriate for the disease outbreak, for instance, by stressing wellness, safe food practices, or life advice. This focused concentration eventually led Influencer marketing to achieve an increase of around 67.7 percent and an increase of more than half in reviews. Brands are inclined to online advertising to communicate relevant and hopeful ideas that hold their audiences engaged during COVID CITATION Abi20 \l 1033 (Abidin, Barbetta, & Lee, 2020).
Digital marketing spending has risen dramatically throughout the decades. Facing decreased marketing expenses attributable to the proliferation of COVID-19, digital marketing platforms would continue to thrive CITATION Öve20 \l 1033 (Öven & Hicintuka, 2020). Consumers clambered down at home to stop catching Coronavirus are transitioning to shopping online for the items they used to historically purchase in supermarkets. This is providing internet sellers with higher returns from their online advertising, raising digital marketing costsCITATION Mas20 \l 1033 (Mason, Narcum, & Mason , 2020). In the midst of the disease outbreak, the Digital Advertising Landscape has rapidly heated up – pioneers are finding other ways for innovative campaigns with the world trapped in solitude.
Unfortunately, with COVID-19 disturbances being aspects of our everyday lives, challenges and opportunities are emerging. Many corporate executives are being pressured to revisit their business plans and their distribution platforms. Cost-per-click (CPC) is appearing to be more profitable for advertisers during the corona lockout. As the availability of products is small, there are reduced advertisements on major marketing platforms, namely Google Ads, Twitter Ads, and Facebook Ads CITATION Goe20 \l 1033 (Goel & Gupta, 2020). Webinars and webcasts have recently appeared as a fantastic marketing medium. In reality, nowadays, it is the most enticing category of material. Stats show that more than 80 percent of people choose to experience brand videos instead of reviewing their posts or checking their social network text messagesCITATION Bal181 \l 1033 (Bala & Verma, 2018). Organizations that are the fastest and generally nimble to react to the new reality have a huge business edge and will become industry pioneers. To this end, digital marketing is significant in this cutting-edge period of COVID, where everybody approaches scant funding to be viewed as a market chief CITATION Don20 \l 1033 (Donthu, 2020).
As indicated by Google, "Search interest in Covid has ascended by +260 percent worldwide since the main seven-day stretch of February. Although variances in search designs are average during episodes of this greatness, there have likewise been traffic tops incomparable products and subjects as an immediate response to the pandemic CITATION Tsa20 \l 1033 (Tsao, Chen, & Tisseverasinghe, 2020). So if ipeople's quest patterns have headed off to someplace else at the time, and the Invisalign treatment or bundle of roses is no more, properly, on their brains—that is indeed a clear indication.
Since COVID has changed typical life, exercises have been dropped, limited time consumption has been diminished, and a couple of associations have been closed down in the most miserable situations. Also, with this disturbance, brands are looking for the thought of the shopper. In any case, it is limitless how to converse with customers in the current conditions. Inclining to influencer ads by partnerships has mattered. Amid the continuing turmoil, a small number of video creators have found ways to expand interaction and interact with their fan base: influencers CITATION Wan20 \l 1033 (Wang & Gao, 2020). Not just are the social media platforms encouraging the new community to adjust to disorder, providing an opportunity for fun or a getaway.
Another concept identified in 2020 is that more than 56% of publicists have star...