Pandemics and Consumer Behavior


Gresi Sanje, PhD – Program Coordinator, Nisantasi University School of Marketing Communication, Turkey
Enes Emre Başar – Faculty of Business Administration, Anadolu University, Yunus Emre Campus, Tepebaşı, Eskisehir, Turkey

Series: Marketing and Operations Management Research
BISAC: BUS016000

Consumer behavior has changed as a consequence of the COVID-19 pandemic. As countries around the world instituted stay-at-home orders and other public health measures, consumers increased their use of online shopping and consumption of entertainment via the Internet, among other changes. As such, businesses have had to adapt their marketing strategies to appeal to this shift in consumer behavior. While some of these changes have reverted as a consequence of increased vaccination rates and the lifting of restrictions, others represent a long-lasting shift in how consumers make decisions that will last beyond the pandemic. This book includes twelve chapters that explore the effect of the pandemic on consumer behavior from a variety of perspectives.

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Table of Contents


Chapter 1. Anti-Consumption Behaviour of Youngsters during the COVID-19 Pandemic
Cansu Yildirim and Gül Denktaş Şakar
Dokuz Eylul University, Maritime Faculty, Izmir, Turkey

Chapter 2. Infodemic during the COVID-19 Pandemic
Alperen Firat and Aydın Erden
1Department of Marketing Communications, Nişantaşı University, İstanbul, Turkey
2Faculty of Communication, Bilgi University, İstanbul, Turkey

Chapter 3. Compulsive Buying during the COVID-19 Pandemic
H. Andaç Demirtaş-Madran, PhD
Faculty of Communication, Başkent University, Ankara, Turkey

Chapter 4. Digitalization, E-Commerce and the COVID-19 Pandemic: Reflections on Consumer Society
Aysu Kes-Erkul, PhD
Cerebrum Tech, Smart Cities Lead, Ankara, Turkey

Chapter 5. Role of Digital Marketing in Consumer Well-Being During the COVID-19 Pandemic
Fatih Anil, PhD

Chapter 6. Mutation of the Old Virus…It Strikes Again in a Society with a New God
Okan Tansu, PhD
Owner of My University @ Metaverse Platform, University Campus on Metaverse, Germany

Chapter 7. Effects of Digital Marketing on the Consumer Decision-Making Process during the COVID-19 Pandemic
Zekeriya Eren Koçyiğit1 and Ezgi Ada2
Founder of Next Big Thing, London United Kingdom
2Department of NBT Growth Academy, Partner of Next Big Thing, İstanbul, Turkey

Chapter 8. Reflections on Sustainable Consumption in the Time of the COVID-19 Pandemic
Tuğba Yıldız1, PhD and Enes Emre Başar2, PhD
1Department of Transportation Services, Bayburt University, Demirözü, Vocation School, Bayburt, Turkey
2Department of Marketing, Faculty of Business, Anadolu University, Eskişehir, Turkey

Chapter 9. Digital Adaptation during the COVID-19 Pandemic
Beril DURMUŞ1 and Jülide Neşe ERDÖL2
Faculty of Business Administration, Marmara University, İstanbul, Turkey
2PIO, Nişantaşı University, İstanbul, Turkey

Chapter 10. Effects of Precarity on Life During the COVID-19 Pandemic
Carsten Barcsh1, PhD and Zühre A. Erdoğan2
1BEMER Int. AG, Triesen, Liechtenstein
2Department of Strategic Planning, Rafineri Advertising Agency, Istanbul Turkey

Chapter 11. Post-Pandemic Changes in the Consumption Habits of the Portuguese
Alexandre Duarte1 and Patrícia Dias2
Universidade do Minho, CECS, Portugal
2Universidade Católica Portuguesa, CECC, Portugal

Chapter 12. The Future of Consumer Behavior Post COVID-19
Hüseyin Ekizler, Ece Ertan and Mustafa Kınış
Department of Marketing Communications, Nişantaşı University, Turkey


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