The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic

Zainab Zaidi,Sakinah Shukri

doi:10.5267/j.msl.2021.8.002

Abstract

The COVID-19 pandemic caused significant changes in many aspects especially towards small medium entrepreneurs (SMEs) as many of SMEs need to shut down their business due to movement control order (MCO) conducted by Malaysia government as SMEs cannot reach their customers. Previous studies show that having an effective digital marketing strategy in place might leave businesses vulnerable to severe setbacks towards SMEs. This research proposal aims to carry out and prove the possible potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic. The methodology of this paper uses a descriptive qualitative approach by analyzing various previous literature on digital marketing scope of study. The sample size of the study is 235 respondents who were selected based on convenience sampling. The finding has discovered that there is a significant relationship between customer loyalty with implementation of digital marketing towards online consumers in Selangor during COVID-19 pandemic and there is a significance relationship between brand awareness and the implementation of digital marketing towards online consumer in Selangor during COVID-19 pandemic.

Highlights

The global epidemic of the Coronavirus is causing changes in business and consumer behavior
This clearly shows that in this familiarity of the brand will exist in the consumers mind if the repetition of advertisement applies in the context of digital marketing which if the online consumers can view the brand or product on online advertising many times in one day which help the online consumer to remember and feel familiar with the packaging or logo of the product
The results on item 21 cross tabulation between most common digital channels that the respondents associate with the familiarity with some products or brands that are displayed in the online advertising

Summary

Introduction

The global epidemic of the Coronavirus is causing changes in business and consumer behavior. The virus is driving many enterprises to close and reduce spending, while customers tend to tighten their budgets (Lillyman, 2020). In this pandemic era, digital marketing has an important role in the business transaction between business and customers because digital marketing suits with the current situation which in COVID-19 pandemic, the business can interact with the consumer through many platforms on digital marketing. In response to the problem, this research study investigated the potential effects and factors that influence digital marketing implementation towards online consumers in Selangor during COVID-19 pandemic

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Conclusion