Business Learning: How Digital Marketing Contributes to Customers Purchase Decisions During the Covid-19

Abstract

The coronavirus has dramatically changed the trend of global consumer behavior, further highlighting the function of digital marketing strategies. This article adopts a literature study that refers to research focused on the use of digital marketing in business. This research would be useful for future academic research to focus more on the relationship between digital marketing and customers purchase decisions. It first mainly illustrates that digital marketing communication plays a valuable role in promoting the purchase decision of consumers during a pandemic by providing a case study of cosmetic consumption behavior in Bangladesh. It then demonstrates the dilemma faced by small and medium enterprises (SMEs) and how to use digital marketing to enhance the brand image for better business performance. To a considerable extent, digital marketing was regarded more as a boon for those who influenced SMEs by improving their brand awareness in a particular period, and they can use digital marketing to improve their popularity.