Published Paper Details:

While the global epidemic of Covid-19 affected many sectors, it had a significant impact on digital marketing and advertising on a global, regional, and local level. However, unlike what was observed in other domains such as the economy, human resources, and so on, this impact was mostly favourable. While the virus created a lot of uncertainty among customers and marketers alike in terms of health, social life, economic stability, employment, and so on, it also led to behavioural shifts such as working remotely, spending a lot of time indoors, adopting home-schooling, learning new recipes from the internet, increased attention on health and hygiene, avoiding crowded areas, increased social media engagement, shift toward online content, and so on, and all of these led to behavioural shifts such as working remotely, spending a lot. The behavioural change was mostly towards digital platforms and digital content, which provided marketers and brands with more options than ever before to connect with customers online. Digital medias have offered marketers with a plethora of chances to profit from growing social media participation and a need for digital information. At the same time, this forced marketers to be more conscious of their actions and social responsibilities while applying digital marketing methods. The purpose of this study is to emphasise, analyse, and comprehend the influence of the Covid-19 pandemic on digital marketing and advertising in general.