Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal

Detalhes bibliográficos
Autor(a) principal: Oliveira, Márcio
Data de Publicação: 2021
Outros Autores: Santos, Tânia Cristina Simões de Matos dos, Sousa, Marlene, Lopes, João M.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.8/6211
Resumo: Focusing the study's on the implementation of digital marketing strategies by Small and Medium-sized Enterprises (SMEs) in the catering sector in Portugal during the pandemic period COVID 19, the present investigation aims to understand the impact of this pandemic in the implementation of digital marketing strategies of SMEs, to investigate the depth of implementation of these strategies according to the digital marketing decalogue, and to propose a performance matrix for these SMEs that intend to start efforts in this direction. For this purpose, a qualitative study was carried out, using semi-structured interviews, in a sample collected under the snowball technique, composed of 9 SMEs. It was possible to notice that the current pandemic crisis implied changes in how digital marketing strategies are perceived and applied. It was also found that more than strategies, these SMEs adopted isolated initiatives that combine digital marketing strategies and traditional marketing, and it was also possible to proceed with a set of measures to be implemented by these SMEs that intend to start efforts in this direction.
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spelling Covid 19 impacts on digital marketing strategies: the case of catering SMEs in PortugalDigital MarketingCateringSMEsCOVID 19StrategyFocusing the study's on the implementation of digital marketing strategies by Small and Medium-sized Enterprises (SMEs) in the catering sector in Portugal during the pandemic period COVID 19, the present investigation aims to understand the impact of this pandemic in the implementation of digital marketing strategies of SMEs, to investigate the depth of implementation of these strategies according to the digital marketing decalogue, and to propose a performance matrix for these SMEs that intend to start efforts in this direction. For this purpose, a qualitative study was carried out, using semi-structured interviews, in a sample collected under the snowball technique, composed of 9 SMEs. It was possible to notice that the current pandemic crisis implied changes in how digital marketing strategies are perceived and applied. It was also found that more than strategies, these SMEs adopted isolated initiatives that combine digital marketing strategies and traditional marketing, and it was also possible to proceed with a set of measures to be implemented by these SMEs that intend to start efforts in this direction.Allied Business AcademiesIC-OnlineOliveira, MárcioSantos, Tânia Cristina Simões de Matos dosSousa, MarleneLopes, João M.2021-09-01T12:51:45Z2021-07-152021-07-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.8/6211engOliveira, M.; Santos, T.; Sousa, M.; Lopes, J. (2021). Covid19 impacts on digital marketing strategies: the case of catering SMEs in Portugal. Academy of Entrepreneurship Journal, Volume 27, Special Issue 51528-2686info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-17T15:52:27Zoai:iconline.ipleiria.pt:10400.8/6211Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:49:27.338496Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
title Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
spellingShingle Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
Oliveira, Márcio
Digital Marketing
Catering
SMEs
COVID 19
Strategy
title_short Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
title_full Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
title_fullStr Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
title_full_unstemmed Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
title_sort Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
author Oliveira, Márcio
author_facet Oliveira, Márcio
Santos, Tânia Cristina Simões de Matos dos
Sousa, Marlene
Lopes, João M.
author_role author
author2 Santos, Tânia Cristina Simões de Matos dos
Sousa, Marlene
Lopes, João M.
author2_role author
author
author
dc.contributor.none.fl_str_mv IC-Online
dc.contributor.author.fl_str_mv Oliveira, Márcio
Santos, Tânia Cristina Simões de Matos dos
Sousa, Marlene
Lopes, João M.
dc.subject.por.fl_str_mv Digital Marketing
Catering
SMEs
COVID 19
Strategy
topic Digital Marketing
Catering
SMEs
COVID 19
Strategy
description Focusing the study's on the implementation of digital marketing strategies by Small and Medium-sized Enterprises (SMEs) in the catering sector in Portugal during the pandemic period COVID 19, the present investigation aims to understand the impact of this pandemic in the implementation of digital marketing strategies of SMEs, to investigate the depth of implementation of these strategies according to the digital marketing decalogue, and to propose a performance matrix for these SMEs that intend to start efforts in this direction. For this purpose, a qualitative study was carried out, using semi-structured interviews, in a sample collected under the snowball technique, composed of 9 SMEs. It was possible to notice that the current pandemic crisis implied changes in how digital marketing strategies are perceived and applied. It was also found that more than strategies, these SMEs adopted isolated initiatives that combine digital marketing strategies and traditional marketing, and it was also possible to proceed with a set of measures to be implemented by these SMEs that intend to start efforts in this direction.
publishDate 2021
dc.date.none.fl_str_mv 2021-09-01T12:51:45Z
2021-07-15
2021-07-15T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.8/6211
url http://hdl.handle.net/10400.8/6211
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Oliveira, M.; Santos, T.; Sousa, M.; Lopes, J. (2021). Covid19 impacts on digital marketing strategies: the case of catering SMEs in Portugal. Academy of Entrepreneurship Journal, Volume 27, Special Issue 5
1528-2686
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Allied Business Academies
publisher.none.fl_str_mv Allied Business Academies
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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