E-commerce and digital marketing in post-covid

: a review integrating the PRISMA methodology with clustering analysis

Abstract

This thesis examines the significant impact of the COVID-19 pandemic on global e-commerce and digital marketing strategies, focusing on how businesses in different sectors adapted to these unprecedented challenges. The study aims to answer two key questions: How did e-commerce and digital marketing evolve post-pandemic, and what factors influenced these changes? This research identifies the practical strategies businesses employed during the pandemic by reviewing the literature published between January 2020 and 2024. The PRISMA method is rigorously applied to ensure a thorough and transparent analysis of relevant academic papers. The key findings underscore the swift adoption of new technologies, consumer behavior shifts, and impact of government policies. The study identifies three major themes: the need for businesses to invest in advanced e-commerce technologies, the importance of adapting to evolving consumer habits, and the drive for digital transformation. Despite some limitations, the insights provide a valuable understanding of the digital transformation trends post-pandemic. This research does not just offer insights and actionable recommendations for businesses to construct robust, forward-thinking models that can excel in an increasingly digital world, it also enhances our comprehension of the digital marketing and e-commerce shifts triggered by the pandemic.

Date of Award	8 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Aydin Teymourifar (Supervisor)