Digital marketing as a key approach to reduce Covid-19's commercial consequences : case study ; a group of Algerian companies

Abstract EN

COVID-19 is increasingly recognized as a serious, global public health subject with deep economic and social dimensions, it has become a central issue for so many research papers.

The present study aims to investigate (COVID-19) pandemic's commercial effects on Algerian firms on one hand, and on customer's online media consumption during/after the lockdown and on their attitudes towards online shopping.

Based on prior literature, in addition to a sample sized 526 Algerian internet users, where the data were collected through a web-based questionnaire.

as well as an interviews with 9 Algerian companies heads.

Among the key findings; covid-19 had significant impacts on Algerian customer's pattern.

Digital marketing as a modern avenue seems to play a critical role in reducing COVID-19's commercial consequences and to achieve the long-term success for Algerian companies.