Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency

Anna Rosokhata, Nataliia Letunovska, Viktoriia Makerska, Viacheslav Kropyva

Анотація


Introduction. With the onset of quarantine caused by the COVID-19 pandemic, changes in consumer behavior are evident, such as increased panic and more conscious behavior focusing on health and avoiding potential threats. Therefore, the study of consumer behavior in such conditions is an urgent and timely task.

Purpose. The study aims to analyze changes in consumer behavior in the digital environment under the influence of events caused by the COVID-19 pandemic.

Method (methodology). The theoretical and methodological basis of the study were general scientific methods of scientific knowledge: theoretical generalization, systematization, analysis and synthesis. The authors investigated trends in consumer behavior in the context of the COVID-19 pandemic. The main stages of change in consumer behavior are analyzed. The steps of the transition of companies to communicate with consumers in the digital environment were singled out. Factors such as health care and openness (business transparency) have been identified as determinants of trust in businesses in times of crisis. Brief statistics on the global consumption of products in various fields are presented. In particular, the positive dynamics in the growth of Internet users’ search queries for the purchase of health products are revealed. A comparison of the number of search queries in the Google Trends service for thematic terms of the research: «product delivery» and «health» within the Ukrainian market and in the world. It is determined that a new direction of word-of-mouth marketing is gaining popularity, which is an effective tool for communication with consumers in the digital environment through social networks and various cyberspace sites.

 

Results. The authors identify the main trends in Internet marketing in recent years and make recommendations on marketing tools for future strategies of companies in the digital environment. The findings can be helpful to experts in the field of product promotion on the Internet and practicing marketers in the area of innovative services, which are gaining popularity in the wake of global trends in consumer behavior.

Perspectives. In further research, the authors should focus on quantitative marketing research of consumers’ attitudes to companies’ product offerings and their willingness to cooperate, supported by the developed marketing programs.


Ключові слова


business openness; healthy behavior; word of mouth marketing; marketing strategy; trends.

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DOI: https://doi.org/10.35774/visnyk2021.03.098

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