The impact of COVID-19 on digital marketing and marketing philosophy: evidence from Jordan

Anber Abraheem Shlash Mohammad

International Journal of Business Information Systems, 2025, vol. 48, issue 2, 267-281

Abstract: The purpose of the study was to examine the impact of COVID-19 pandemic on digital marketing and marketing philosophy. The study population consists of managers and employees working in the marketing department of companies operating in Jordan. Non-probability convenience sampling was adopted in terms of gathering the data. For this purpose, managers and employees from the marketing departments were surveyed and 318 responses were obtained that were in appropriate form to be included in the statistical analysis. Meanwhile, for empirical analysis, confirmatory factor analysis (CFA) and partial least square (PLS) were used and Smart PLS was used as statistical package. The findings of the paper have revealed that COVID-19 has a significant impact on digital marketing and marketing philosophy. Therefore, it can be evidently claimed that the emergence of the pandemic has not just threatened the survival of the firms in Jordan but has also provided an unprecedented opportunity to evolve, grow and expand given that presence of consumers online has increased dramatically which has forced organisations to revisit their digital marketing practices and bring significant changes into the marketing philosophy in terms of unique marketing strategy and core marketing concepts with respect to ongoing pandemic conditions.

Keywords: COVID-19; digital marketing; marketing philosophy; Jordan. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=144382 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:48:y:2025:i:2:p:267-281

Access Statistics for this article

More articles in International Journal of Business Information Systems from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().