Digital Marketing as a Tool of De-globalization: A Study During Covid-19 Pandemic

Ila Sharma, Rahul Dhiman and Saurabh Jha
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Ila Sharma: Indira Institute of Management
Rahul Dhiman: Dr YS Parmar University of Horticulture and Forestry
Saurabh Jha: Sharda University

A chapter in Globalization, Deglobalization, and New Paradigms in Business, 2021, pp 155-171 from Springer

Abstract: Abstract The purpose of this paper is to study whether digital marketing can de-globalize the impact of Covid-19. This study also proposes digital marketing as a tool to fight the causes of de-globalization. The purpose of this paper has been achieved by conducting a survey to understand the stand of digital marketing in this view. We captured 230 responses from businessmen, young entrepreneurs and employees. The findings of the paper reveal that majority of the respondents agreed over the downfall of the globalization process and the supported digital marketing as the tools to solve this problem. This paper also concludes that occurrence of de-globalization has badly affected all types of businesses across the globe. Further, we recommend that digital marketing has the capability of completely replacing the traditional marketing approaches and consumers will prefer getting marketed by digital means.

Keywords: Digital Marketing; De-globalization; Globalization; Covid-19 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-81584-4_9

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DOI: 10.1007/978-3-030-81584-4_9

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