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

Elena Polearus () and Mihai Timuș ()
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Elena Polearus: „George Emil Palade” University, of Medicine, Pharmacy, Sciences and Technology of Târgu Mureș, 38 Gheorghe Marinescu street, Târgu Mureș, 540139, România
Mihai Timuș: „Ștefan cel Mare” University of Suceava, 13 Universității street, Suceava, 720229, Romania

Acta Marisiensis. Series Oeconomica, 2021, vol. 1, 29-40

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.

Keywords: digital marketing; consumer behaviour; Digitization; Romania; COVID-19 pandemic (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:pmu:oecono:v:1:y:2021:p:29-40

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