Impact of Covid-19 to Digital Marketing

Ahmet Said Celikbilek

Bakalářská práce

Abstract:

The covid’s affection left an imprint on the business activities and the way they shifted their marketing strategies towards digital world to survive on the market. The Bachelor Thesis tries to discover how companies changed their strategies to make sure that the profit won’t be affected. The study shows various impacts of COVID-19 on businesses and how companies adopted to digital marketing by building a strong CRM strategy. On the other hand, the empirical part will demonstrate how consumer side has also shifted to online purchasing world due to a long-lasting lockdown. The purpose of this research is to find out how customers view the digital marketing and whether it has improved its quality and services whilst ongoing pandemic. The author runs a survey of 17 questions to test the dependency between age, occupation, gender and frequency of purchases. There are 9 questions that are evaluated by the Liker – Scale method and represent a certain dimension. See Chapter – Questionary.

Keywords

Advertising, COVID-19, digital marketing, impact, sales

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 19. 3. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 5. 2024
• Vedoucí: Ing. Lucie Chytilová, Ph.D.
• Oponent: Robert Hlavatý, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics