Pathology

Sociology

Business

Disease

Coronavirus disease 2019 (COVID-19)

Consumption (sociology)

Social science

Infectious disease (medical specialty)

Biology

Advertising

Outbreak

Marketing

Opinion leadership

Political science

Viral marketing

Virology

Economics

Consumer behaviour

2019-20 coronavirus outbreak

Public relations

Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2)

Medicine

Italian Journal of Marketing

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.

Marketing in the era of COVID-19