Covid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
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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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799136986714341376 |