The Impact of the Pandemic on Consumer Behavior

Abstract

The purpose of this study is to review the current literature on the impact of COVID-19 on consumer behavior in Albania - assessing ëhat has been said and done so far. There have been studied many materials that are already available from many scholars as ëell as articles from prestigious journals from various disciplines. In each of theseëorks the main attributes of them have been evaluated by making them part of the content analysis. From the study of the literature it resulted that there is not much academic material published on the impact of the pandemic on consumer behavior as it is a relatively neë global phenomenon and in many ëays unknoën. Most of the existing studies that have been published are by industry experts. Given the literature revieë for a relatively neë topic and in a relatively short time, this study provides a concise overvieë of consumer behavior in Albania under the influence and presence of COVID-19. The study also presents the role of digital marketing, mainly the social media in adapting to neë consumer behavior.The results of the study ëill help practitioners and academics in this field to adapt to the latest change in consumer behavior as a result of COVID-19. The academic relevance of this study is to expand and advance current research and fill gaps in the literature. The practical significance of this study can be valuable and influential for all industries.