Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the di...

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Bibliographic Details
Main Authors: Ganesh Dash, Debarun Chakraborty
Format: Article
Language:English
Published: MDPI AG 2021-06-01
Series:Sustainability
Subjects:
digital transformation
digital marketing
life insurance
pandemic
COVID-19
customer satisfaction
Online Access:https://www.mdpi.com/2071-1050/13/12/6735

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https://www.mdpi.com/2071-1050/13/12/6735

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