The Impact of Digital Marketing on Consumer Involvement in Zambia during the Covid-19 Epidemic

Bwalya Katongo; Nsama Musawa

doi:10.18535/ijsrm/v10i7.em01

Abstract

Digital marketing is the promotion of products and services using the internet and digital technologies such as computers, mobile phones, websites and social media platforms. Digital marketing has been increasingly popular in recent years. Due to restrictions in travelling during the Covid-19 pandemic people spent more time online than before a situation that caused digital marketing become a key tool in the hands of brands and marketers. Customer behavior had evolved and technology had advanced due to the above. The purpose of the descriptive study was to evaluate the influence of digital marketing on consumer involvement in Zambia during the Covid-19 pandemic. SMEs and group administrators for social media groups involved in online marketing, selling and buying of products were among the most common respondents. The study found that during the pandemic there was an increase in digital marketing and online business activities, indicating a positive impact on consumer participation in digital marketing and that cultural practice had no bearing on customers’ decisions to buy things online.

KEYWORDS: Covid19, Digital Marketing, Online buying, selling, consumer involvement

Keywords

Covid19Digital MarketingOnline buyingsellingconsumer involvement

References

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[refR-2] Albukhitan, S. (2020). Developing Digital Transformation Strategy for Manufacturing.Procedia Computer Science, 170, pp.664–671.Google Scholar ↗

[refR-3] Annmarie Hanlon (2020): Digital Marketing: Strategic Planning and Integration. Sage publication. Accessed 1st February 2022, Retrieved from https://www.sciencedirect.com/science/article/pii/S1877050920306372Google Scholar ↗

[refR-4] Baig, A., Jenkins, P., Lamarre, E., McCarthy, B. and Hall, B. (2020). The COVID-19 recovery will be digital: A plan for the first 90 days,McKinsey & Company. Accessed 27th January 2022, Retrieved from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-covid-19-recovery-will-be-digital-a-plan-for-the-first-90-daysGoogle Scholar ↗

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[refR-11] Johnson, E. (2020): Logistics Technology: Covid-19 forces Freights into proactive layoffs. JOC. Accessed 31 March 2022, retrieved from https://www.joc.com/technology/freight-procurement-systems/covid-19-forces-freightos-proactive-layoffs_20200317.htmlGoogle Scholar ↗

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[refR-15] Ni Nyoman, K. Y. ., Ni Wayan, N. W. E. ., & Putu Laksmita, D. R. (2021). THE EFFECTS OF COVID-19 ON DIGITAL MARKETING, CUSTOMER RELATIONSHIP MANAGEMENT, AND BUSINESS PERFORMANCE. Business Management and Entrepreneurship Academic Journal, 3(10), 1–10. Accessed 20th February 2022, Retrieved from https://cirdjournal.com/index.php/bmeaj/article/view/152Google Scholar ↗

[refR-16] Olena Uvarova (2019): SMEs Digital Transformation in the EaP countries in COVID-19 Time: Challenges and Digital Solutions. Accessed 23rd February 2022, Retrieved from https://eap-csf.eu/wp-content/uploads/SMEs-digital-transformation-in-the-EaP-countries-during-COVID-19.pdfGoogle Scholar ↗

[refR-17] Rachel Diebner (2020): Adapting customer experience in the coronavirus. Retrieved from https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-coronavirusGoogle Scholar ↗

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