THE ROLE OF E-MARKETING IN MITIGATING THE EFFECTS OF COVID-19 ON CONSUMER GOODS SALES

Abstract

Marketing practices have undergone significant transformation in the 21st century as a result of the electronification of traditional marketing practices. Businesses are primarily established to handle certain services and products that build brands in particular markets and environments. The COVID-19 pandemic has significantly impacted consumer shopping habits and compelled departmental stores to make changes in their products and service deliveries. Agile marketing adoption and the use of technology to increase retailing without physical contact are strategies that could help businesses meet up with changing short, medium, and long-term marketing plans in line with current realities. An examination of how e-marketing usage affects the sales volume of consumer goods in the COVID-19 era is the subject of this study. The Coping Strategy Indicator (CSI) was used to survey the coping strategies of typically developing adolescent siblings of physically disabled and non-disabled individuals. No significant difference was found in the coping strategies of typically developing adolescent siblings of individuals with and without physical disabilities. The COVID-19 pandemic has led to the adoption of e-commerce, total retail industry M&A deals, and innovations in marketing and product loyalty which has paused the economic activity. The study concludes that the use of technology to increase retailing without physical contact is a strategy that could help businesses meet up with changing marketing plans in line with current realities, and to enhance consumer loyalty, patronage, and buying behavior in favor of their brand, store or outlet’s increased profit or business even during crisis periods.