The impact of Covid-19 on customer journeys: implications for interactive marketing

Volume: 16, Issue: 1, Pages: 22 - 36
Published: Sep 7, 2021
Abstract
Purpose The Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on...
Paper Details
Title
The impact of Covid-19 on customer journeys: implications for interactive marketing
Published Date
Sep 7, 2021
Volume
16
Issue
1
Pages
22 - 36
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