<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Digital marketing is a constantly changing field in which <italic>new</italic> trends, new values and new <italic>promotional tools appear</italic> periodically <italic>in the</italic> online environment. Trends are given both by technological progress and by the profile and behavior of the consumer. Following the application of a structured questionnaire, this paper aims to analyze the online consumer behavior in Romania during the pandemic period. The results of our study can be used by entities from various sectors of activity that want to promote products / services in the online environment.</p>
</abstract>

Digital marketing is a constantly changing field in which new trends, new values and new promotional tools appear periodically in the online environment. Trends are given both by technological progress and by the profile and behavior of the consumer. Following the application of a structured questionnaire, this paper aims to analyze the online consumer behavior in Romania during the pandemic period. The results of our study can be used by entities from various sectors of activity that want to promote products / services in the online environment.

Digital marketing and online consumer behavior in Romania during the COVID-19 pandemic: a case study

„George Emil Palade” University, of Medicine, Pharmacy, Sciences and Technology of Târgu Mureș

„Ștefan cel Mare” University of Suceava

Acta Marisiensis. Seria Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Digital marketing is a constantly changing field in which new trends, new values and new promotional tools appear periodically in the online environment....

Digital marketing and online consumer behavior in Romania during the COVID-19 pandemic: a case study

Publié en ligne: 27 févr. 2022

Pages: 29 - 40

DOI: https://doi.org/10.2478/amso-2021-0003

Mots clés
digital marketing, consumer behaviour, Digitization, Romania, COVID-19 pandemic

© 2021 Elena Polearus et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Digital marketing and online consumer behavior in Romania during the COVID-19 pandemic: a case study

Publié en ligne: 27 févr. 2022

Pages: 29 - 40

DOI: https://doi.org/10.2478/amso-2021-0003

Mots clésdigital marketing, consumer behaviour, Digitization, Romania, COVID-19 pandemic

© 2021 Elena Polearus et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
digital marketing, consumer behaviour, Digitization, Romania, COVID-19 pandemic