THE IMPACT OF COVID-19 PANDEMIC ON THE MARKETING OF THE PERFORMING ARTS
Ulziibadrakh Zoljargal ()
Additional contact information
Ulziibadrakh Zoljargal: Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, Debrecen, Hungary
Oradea Journal of Business and Economics, 2022, vol. 7, issue special, 120-130
The spread of the Covid-19 pandemic has impacted all firms and organizations around the world, and this issue has not escaped the attention of arts, particularly performing arts organizations. Last few decades, performing arts audiences were shrinking due to economic, social, and technological changes, moreover, Covid-19 has been influenced strongly over the last two years. Therefore, it is crucial to understand and provide an extensive view of the market situation, the role of marketing, and the consequences of Covid-19 in the arts specifically in the field of performing arts. This paper aims to explore the impact of the Covid-19 pandemic on performing arts organizations, more focusing on marketing circumstances during the pandemic period, and identifying research gaps. This paper systematically reviews a total of 88 publications from Scopus and Web of Science databases and analyzed them using a descriptive analysis method and VOSviewer. The findings of this study highlight five main themes from the data analysis to demonstrate the substantial and influential results including the number of publications by year, country, and journals in order to understand the market situation. Moreover, the study disclosed keyword co-occurrences and found a new challenging and influential impact of digital transformation on performing arts due to the Covid-19 crisis. Finally, the paper provides a conclusion and a future research agenda.
Keywords: Arts; Performing arts; Marketing; Covid-19; Pandemic (search for similar items in EconPapers)
JEL-codes: I18 L82 M31 Z11 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://ojbe.steconomiceuoradea.ro/wp-content/uploa ... 7special-120-130.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ora:jrojbe:v:7:y:2022:i:special:p:120-130
Access Statistics for this article
More articles in Oradea Journal of Business and Economics from University of Oradea, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Tomina SAVEANU ().