TITLE:
Digital Sales & Marketing Impact on Asian Market during Pandemic with the Effect of Creating Online Demand: Robust Optimization of Digital Marketing Intelligence
AUTHORS:
Benish Shabbir, Xiaodong Qiu
KEYWORDS:
Social Media, Digital Marketing Intelligence, Asian Market, Pandemic COVID-19
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.13 No.2,
February
27,
2023
ABSTRACT: Purpose: Digital market become very vast due to COVID-19 because people prefer to
buy online as compared to physically. Social media apps popularity became very
widespread. Asian people now depend on digital sales & marketing. Due to
severe pandemic, enterprises became digitally vast whether they are small or
medium. Online demand & price are very low as compared to purchase items
physically. Because it also includes transportation costs etc. The focus of the
study is on the expansion of digital marketing intelligence in COVID-19 pandemic. Due to COVID-19 pandemic,
digital marketing intelligence expended which is also a positive sign of
pandemic in digital marketing as well as negative consequences also
faced because of it. Design/Methodology/Approach: A qualitative approach
was adopted for this research study and data has been collected through
interviews, telephonic and email discussion. Questionnaire formats were also
used where necessary, round table conferences were conducted with marketing
managers of online shopping platforms such as Alibaba.com, Taobao, Ali Express
and Shopee. Data was collected from 40 marketing managers of aforementioned
online shopping platforms. Findings: This study aims to investigate how
Pandemic Covid-19 made expansion in digital marketing intelligence in such a
great way which could not be imagined before
2019. It not only covered the progress of 20 years in only one/two years
which is a great achievement for China as well of Asian market. Practical
Implications: This research paper focused on digital marketing intelligence
which can be helpful not only in traditional marketing but it is more helpful
in digital marketing which is the need of Asian market and obviously need of
whole world. Originality/Value: There are many more studies about social
media but nobody discussed big five online shopping platforms together and
explained how they became more progressive after pandemic COVID-19. Due to
pandemic, many businesses shut down but through digital marketing intelligence,
they also raise again in a better way. No other research paper explained Asian
market digital marketing intelligence progress during pandemic.