Marketing and Consumer Behavior during and amidst the Overcoming of a Pandemic - Vol. 32 Núm. 86, Octubre 2022 - Revista Innovar - Libros y Revistas - VLEX 913436207

Marketing and Consumer Behavior during and amidst the Overcoming of a Pandemic

AutorSandra Patricia Rojas-Berrio/Javier A. Sánchez-Torres/Francisco-Javier Arroyo-Cañada/Flor Madrigal-Moreno
CargoPh. D. in Management Sciences Associate professor, National University of Colombia Bogotá, Colombia Research group: Management and Marketing/Ph. D. in Business Assistant Professor and researcher, University of Medellín Medellín, Colombia Research group: Tetrix Marketing/Ph. D. in Business Studies Professor and researcher, University of ...
Editorial
8INNOVAR VOL. 32, 86, OCTUBRE-DICIEMBRE DEL 2022
T he COVID-19 pandemic has changed how enterpri-
ses and people behave, and the future effects of
this change are yet to be seen. Several studies have
shown how lockdown measures and individual and social
reactions affect organizations (Leung et al., 2021; Rojas et
al., 2020; Zwanka & Buff, 2020). However, further research
on how the marketing areas of organizations may contri-
bute to overcoming the pandemic’s devastating effects is
required.
Consequently, society has made urgent requests that aca-
demia could address through research. First, we are called
upon to analyze the effect of COV ID-19 on consumers’ dif-
ferent cultures, ages, and demographic variables world-
wide (Madrigal-Moreno et al., 2021; Sheth, 2020; Zwanka
& Buff, 2020), leading to possible responses and ways en-
terprises can adapt and offer value propositions. Likewise,
and in the same line of work, it is imperative to account
for how pandemic-based individualism has shaped new
habits, trends and disruptions (Larios-Gómez et al., 2021;
Sheth, 2020). Secondly, recognizing enterprises’ work in so-
cial responsibility and their marketing actions in response
to the negative impacts of COVID-19, as well as its impact
on consumers, is a matter to be explored (Huang, 2021;
Pesqueux, 2020).
On the other hand, it is essential to contribute to the rec-
ognition and analysis of positive dynamics in the field of
marketing; for example, the pandemic has favored and
promoted the connection with consumers through dig-
ital channels, the use of e-commerce and, in particular,
marketplaces with a wide offer and services for sale and
after-sales (Brandtner et al., 2021; Gómez, 2020; Sánchez-
Torr es et al., 2021; Saura et al., 2020; Sheth, 2020) with
traditional dynamics such as B2C, but also favoring entre-
preneurship and independent or informal actors through
strategies such as C2C.
Likewise, concerning specific sectors, facing the dropout
of students, favoring educational coverage and providing
them with positive service experiences amid such a com-
plex and changing situation opens the door to thinking
and contributing to educational marketing in the context
of the pandemic and the portrayal of education institu-
tions as brands (Habib et al., 2021; Montoya-Restrepo et
Marketing and Consumer Behavior during
and amidst the Overcoming of a Pandemic
al., 2020). Thus, recognizing marketing in other relevant
and deeply affected sec tors, such as tourism, can lead to
an analysis on how to use internal marketing to motivate
collaborators in the sector or how to restore and promote
tourists’ confidence based on marketing tools (Buhalis,
2020; Kluge, 2020; Sharma et al., 2021; Sheldon, 2020).
Similarly, we must acknowledge the various changes in
purchasing retail products in this context (B r u m ˘a et al.,
2021; Rodrigues, 2021; Rojas et al., 2020).
Given the above, in August 2021, Innovar journal launched
a call for a special issue whose purpose was to enable a
space for the academic community in the marketing field
to analyze this phenomenon from diverse perspectives.
As a result, 48 papers were received, and this edition —
volume 32, issue 86— introduces a set of ten articles that
were approved after the peer-reviewing process. In a f uture
edition, we expect to publish more research studies that
address this relevant global phenomenon. Below, there is a
summary of the articles that are part of this special issue.
The first paper of this special issue, titled “T he COVID-19
pandemic and its implications for food consumer behavior
in Brazil: A bibliometric analysis of institutionally affili-
ated research in Brazil” presents a rapid systematic review
of high-impact literature on the trends and challenges of
the COV ID-19 pandemic and its implications for food con-
sumer behavior in Brazil. The results show how consumers
began to look for healthier options and the increased use
of e-commerce to purchase food and other product s, repre-
senting an opportunity for food delivery applications.
The second paper, also written in English, and titled “Factors
related to quinoa consumption in Peru during the COVID-19
pandemic,” explores consumer behavior during the COVID-19
pandemic in Peru and the underlying consumer percep-
tions and demographic aspects that influence quinoa con-
sumption. This paper shows that concerns for health and
nutrition are related to the increase in quinoa consumption
during the pandemic, with women consuming quinoa on a
daily or weekly basis.
The third article, “Behavior of the consumers of cultural
activities and crafts before, during and after COVID-19 in
Mexico,” studies the significant relations between the
DOI: https://doi.org/10.15446/innovar.v32n86.104670

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