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Impact of Covid-19 pandemic on social media marketing and buying behavior of online grocery shoppers in Dublin Ireland

MacDonald, Okeinaye Belief (2020) Impact of Covid-19 pandemic on social media marketing and buying behavior of online grocery shoppers in Dublin Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

The rate at which technological innovation is penetrating the business environment during this COVID-19 pandemic is very swift and has increased competition level. Technology has become a way of life for customers and business owners and has heavily influenced the habits and methods of both parties during a pandemic. The spread of pandemic outbreak across the globe has led to the adoption of digital marketing platform. The tremendous growth of internet or digital marketing in developed countries has become the core of many organizations overall marketing strategies to achieve competitive advantage during the pandemic outbreak. Digital marketing methods focused on internet marketing, blogging, search engine optimization, social media marketing, content marketing, etc. Hence, the need to examine how COVID 19 pandemic has influenced social media marketing and buying behaviour of online grocery shoppers in Dublin has become a major concern. Two theories (The Theory of Digital Psychology and The Theory of Semiotics) were adopted to explain the issues raised. The descriptive survey method was used to obtain information from respondents using a questionnaire (via google form/ online survey) and interview guide (via zoom, phone calls, skype). On the social media platforms used by respondents, majority of the respondents acknowledged the use of WhatsApp and Instagram platforms to get information on grocery stores. This implies that the use of social media has become necessary for building social presence and attracting leads to their store. This implies that COVID-19 pandemic outbreak has further exposed the grocery stores in the selected areas to heighten their online visibility and social media marketing presence. It can, therefore, be concluded that COVID-19 pandemic outbreak has a significant effect on grocery shoppers’ awareness of social media marketing (β =.234; t=7.108; p<0.05). More so, budgeting and safety of items during COVID-19 pandemic outbreak have a significant influence on the buying behaviour of online grocery shoppers (Budgeting β =.152; t=1.999; p<0.05; Safety β =.085; t=2.018; p<0.05). It can be concluded that the selected grocery stores have strategies put in place to satisfy the needs of the customers during COVID-19. These include washing of hands by staff vigorously with soap and warm water for some seconds when they first arrive at work, application of social distancing, the appointment of designated sanitation workers, sanitation and cleanliness, home deliveries, disinfecting shopping carts, investment in technology etc. It is worthy to note that COVID19 has significantly altered the lifestyle and behaviour of consumers across the major cities in Ireland due to fear of contracting the virus and confusion regarding their financial security.

Keyword: Pandemic, epidemic, buying behaviour, social media, marketing, COVID, grocery, technology

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 10 Feb 2021 18:21
Last Modified: 10 Feb 2021 18:21
URI: http://norma.ncirl.ie/id/eprint/4729

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