Repository logo
 
Publication

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

2021-07-15Journal article Open access
Simple item page
dc.contributor.authorOliveira, Márcio
dc.contributor.authorSantos, Tânia Cristina Simões de Matos dos
dc.contributor.authorSousa, Marlene
dc.contributor.authorLopes, João M.
dc.date.accessioned2021-09-01T12:51:45Z
dc.date.available2021-09-01T12:51:45Z
dc.date.issued2021-07-15
dc.description.abstractFocusing 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationOliveira, 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 5pt_PT
dc.identifier.issn1528-2686
dc.identifier.urihttp://hdl.handle.net/10400.8/6211
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherAllied Business Academiespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectDigital Marketingpt_PT
dc.subjectCateringpt_PT
dc.subjectSMEspt_PT
dc.subjectCOVID 19pt_PT
dc.subjectStrategypt_PT
dc.titleCovid 19 impacts on digital marketing strategies: the case of catering SMEs in Portugalpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage9pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleAcademy of Entrepreneurship Journalpt_PT
oaire.citation.volumeVolume 27, Special Issue 5, 2021pt_PT
person.familyNameOliveira
person.familyNameSantos
person.familyNameSousa
person.givenNameMárcio
person.givenNameTânia
person.givenNameMarlene
person.identifier.ciencia-idCF11-A42F-5DEE
person.identifier.orcid0000-0001-6614-7126
person.identifier.orcid0000-0002-9187-6117
person.identifier.orcid0000-0002-1201-9636
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication11394a95-ba5c-492d-b3b6-ba22da6f9fc3
relation.isAuthorOfPublication25436b8a-3f16-4fe5-8a30-bc5123035c57
relation.isAuthorOfPublication0ddd2fe3-b471-4ad8-990b-2005be57fe42
relation.isAuthorOfPublication.latestForDiscovery25436b8a-3f16-4fe5-8a30-bc5123035c57

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
covid-19-impacts-on-digital-marketing-strategies-the-case-of-catering-smes-in-portugal.pdf
Size:
294.73 KB
Format:
Adobe Portable Document Format
Description:
Download

Collections

ESECS - Artigos em revistas internacionais
CICS.NOVA.IPLeiria - Artigos internacionais com Peer Review