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Editorial: Marketing y comportamiento de consumidor durante y en la superación de una pandemia
Marketing and Consumer Behavior during and amidst the Overcoming of a Pandemic
Editorial: Marketing e comportamento do consumidor durante e no rescaldo de uma pandemia
DOI:
https://doi.org/10.15446/innovar.v32n86.104670Palabras clave:
Editorial, Marketing, Número especial (es)editorial, marketing, edição especial (pt)
editorial, marketing, special issue (en)
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Dadas las anteriores consideraciones, en agosto de 2021 la Revista Innovar realizó un llamado a un número especial cuyo propósito fue brindar a la comunidad académica del área del marketing un espacio para analizar de manera plural este fenómeno. Como resultado se recibieron 48 documentos y la presente edición, volumen 32, número 86, presenta los diez artículos aceptados; en una próxima edición, se espera publicar más resultados de investigación que abordan este relevante fenómeno global. A continuación, se presenta una síntesis de los documentos que hacen parte de este número especial.
Given the above considerations, in August 2021 the Innovar Journal called for a special issue whose purpose was to provide the academic community in the area of marketing with a space to analyze this phenomenon in a pluralistic manner. As a result, 48 papers were received and the present issue, volume 32, number 86, presents 10 accepted articles; in a future issue, it is expected to publish more research results that address this relevant global phenomenon. The following is a summary of the papers included in this special issue.
Tendo em conta as considerações anteriores, em Agosto de 2021 a Revista Innovar solicitou um número especial cujo objectivo era proporcionar à comunidade académica na área do marketing um espaço para analisar este fenómeno de uma forma pluralista. Como resultado, foram recebidos 48 artigos e a presente edição, volume 32, número 86, apresenta os dez artigos aceites; numa futura edição, espera-se publicar mais resultados de investigação que abordem este fenómeno global relevante. Segue-se um resumo dos artigos incluídos nesta edição especial.
Referencias
Akdim, K., Casaló, L. v., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the con-tinuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66(January). https://doi.org/10.1016/j.jretconser.2021.102888
Brandtner, P., Darbanian, F., Falatouri, T., and Udokwu, C., 2021. Impact of COVID-19 on the cus-tomer end of retail supply chains: A big data analysis of consumer satisfaction. Sustainability (Switzerland). DOI: https://doi.org/10.3390/su13031464
Brumă IS, Vasiliu CD, Rodino S, Butu M, Tanasă L, Doboș S, Butu A, Coca O, Stefan G. The Behav-ior of Dairy Consumers in Short Food Supply Chains during COVID-19 Pandemic in Suceava Area, Romania. Sustainability. 2021; 13(6):3072. https://doi.org/10.3390/su13063072
Buhalis, D., Parra López, E., & Martinez-Gonzalez, J. A. (2020). Influence of Young consumers’ external and internal variables on their e-loyalty to tourism sites. Journal of Destination Marketing and Management, 15(February), 100409. https://doi.org/10.1016/j.jdmm.2020.100409
Ciro, D. (2021. Evaluación de las intenciones ambientales de los estudiantes de la Universidad Nacional de Colombia-Sede Bogotá. [Tesis de Maestría]. Universidad Nacional de Colombia.
Dash, G., & Chakraborty, D. (2021). Digital transformation of marketing strategies during a pan-demic: Evidence from an emerging economy during covid-19. Sustainability (Switzerland), 13(12), 1–19. https://doi.org/10.3390/su13126735
Ding, A. W., & Li, S. (2021). National response strategies and marketing innovations during the COVID-19 pandemic. Business Horizons, 64(2), 295–306. https://doi.org/10.1016/j.bushor.2020.12.005
Gómez (2020). eCommerce: desafíos antes el covid-19. COVID-19: efectos económicos y políticas públicas para enfrentar la crisis. Documentos FCE-CID – Centro de Investigaciones para el Desarrollo. http://www.fce.unal.edu.co/centro-editorial/documentos/investigaciones-y-productos-cid/2578-36-covid-19-efectos-economicos-y-politicas-publicas-para-enfrentar-la-crisis.html
Habib, N. N. Hamadneh, S. A. Wadi & R. Masa’deh, "Computation analysis of brand experience dimensions: indian online food delivery platforms," Computers, Materials & Continua, vol. 67, no.1, pp. 445–462, 2021. DOI: https://doi.org/10.32604/cmc.2021.014047
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116(May), 176–182. https://doi.org/10.1016/j.jbusres.2020.05.030
Hoekstra, J. C., & Leeflang, P. S. H. (2020). Marketing in the era of COVID-19. Italian Journal of Marketing, 2020(4), 249–260. https://doi.org/10.1007/s43039-020-00016-3
Huang, H. & Liu, S.Q. (2020), "“Donate to help combat COVID-19!” How typeface affects the ef-fectiveness of CSR marketing?", International Journal of Contemporary Hospitality Man-agement, Vol. 32 No. 10, pp. 3315-3333. https://doi.org/10.1108/IJCHM-05-2020-0462
Kang, J., Diao, Z., & Zanini, M. T. (2021). Business-to-business marketing responses to COVID-19 crisis: a business process perspective. Marketing Intelligence and Planning, 39(3), 454–468. https://doi.org/10.1108/MIP-05-2020-0217
Kluge, U., Ringbeck, J., & Spinler, S. (2020). Door-to-door travel in 2035 – A Delphi study. Technological Forecasting and Social Change, 157(December 2019), 120096. https://doi.org/10.1016/j.techfore.2020.120096
Larios-Gómez, E., Fischer, L., Peñalosa, M., & Ortega-Vivanco, M., 2021. Purchase behavior in COVID-19: A cross study in Mexico, Colombia, and Ecuador. Heliyon, 7 (3). DOI: https://doi.org/10.1016/j.heliyon.2021.e06468
Leung J, Chung JYC, Tisdale C, Chiu V, Lim CCW, Chan G. Anxiety & Panic Buying Behaviour during COVID-19 Pandemic—A Qualitative Analysis of Toilet Paper Hoarding Contents on Twitter. International Journal of Environmental Research and Public Health. 2021; 18(3):1127. https://doi.org/10.3390/ijerph18031127
Madrigal-Moreno, F., Madrigal-Moreno, S., & Béjar-Tinoco, V. (2021). Estrategias de marketing orientadas al consumo de la generación centennial. European Scientific Journal ESJ, 17(4), 268–286. https://doi.org/10.19044/esj.2021.v17n4p268
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
Kang, J., Diao, Z., & Zanini, M. T. (2021). Business-to-business marketing responses to COVID-19 crisis: a business process perspective. Marketing Intelligence and Planning, 39(3), 454–468. https://doi.org/10.1108/MIP-05-2020-0217
Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797
Montoya-Restrepo, I.A., Sánchez-Torres, J.A., Rojas-Berrio, S.P., and Montoya-Restrepo, L.A., 2020. Lovemark effect: Analysis of the differences between students and graduates in a love Brand study at a public university. Innovar, 30 (75), 43–56. DOI: https://doi.org/10.15446/innovar.v30n75.83256
Pesqueux, Y., 2020. La modification des fondements de la responsabilité sociale de l’entreprise (RSE) après l’Accord de Paris de 2015 et la pandémie covid-19 de 2020. Innovar, 30 (78),49–60. DOI: https://doi.org/10.15446/innovar.v30n78.90616
Rodrigues, M., Matos, J., & Horta, P. (2021). The COVID-19 pandemic and its implications for the food information environment in Brazil. Public Health Nutrition, 24(2), 321-326. https://doi.org/10.1017/S1368980020004747
Rojas, Uribe y Robayo (2020). ¿cómo ofrecer valor a los clientes en tiempos de incertidumbre?. COVID-19: efectos económicos y políticas públicas para enfrentar la crisis. Documentos FCE-CID – Centro de Investigaciones para el Desarrollo. http://www.fce.unal.edu.co/centro-editorial/documentos/investigaciones-y-productos-cid/2578-36-covid-19-efectos-economicos-y-politicas-publicas-para-enfrentar-la-crisis.html
Russell J. Zwanka & Cheryl Buff (2021) COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic, Journal of Interna-tional Consumer Marketing, 33:1, 58-67. https://doi.org/10.1080/08961530.2020.1771646
Saura, J. R., Reyes-Menendez, A., De Matos, N., Correia, M. B., & Palos-Sanchez, P. (2020). Consumer Behavior in the Digital Age. Journal of Spatial and Organizational Dynamics, 3(1), 190–196.
Sánchez-Torres, J.A., Sandoval, A.V., Arroyo-Cañada, F.-J., and Rojas-Berrio, S., 2021. Exploring the factors affecting the use of C2C in Colombia. Cuadernos de Gestion, 21 (1). DOI: https://doi.org/10.5295/cdg.180945js
Sharma, G.D., Thomas, A., and Paul, J., 2021. Reviving tourism industry post-COVID-19: A resili-ence-based framework. Tourism Management Perspectives, 37 (October 2020), 100786. DOI: https://doi.org/10.1016/j.tmp.2020.100786
Sheldon, P. J. (2020). Designing tourism experiences for inner transformation. Annals of Tourism Research, 83(July), 102935. https://doi.org/10.1016/j.annals.2020.102935
Sheth, J., 2020. Impact of Covid-19 on consumer behavior: Will the old habits return or die? Jour-nal of Business Research, 117 (September), 280–283. DOI: https://doi.org/10.1016/j.jbusres.2020.05.059
Zwanka, R. J., & Buff, C. (2020). COVID-19 Generation : A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic. Journal of Interna-tional Consumer Marketing, 0(0), 1–10. https://doi.org/10.1080/08961530.2020.1771646
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1. Cláudia Ribau, Carolina Oliveira Santos, Joana Figueiredo. (2024). The Influence of COVID-19 on Online Sales in the Wine Sector: A Portuguese Case Study. Journal of Marketing Development and Competitiveness, 18(2) https://doi.org/10.33423/jmdc.v18i2.7013.
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