Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

Abstract

The COVID 19 epidemic has had a significant economic impact on a number of countries, including the United States. As a result, the impact of the pandemic on organizations' digital marketing tactics in the United States was investigated in this study. The total number of 186 respondents who contributed data for the study was chosen using a convenient sampling approach. In order to analyze the data collected from respondents, the study used an ex-post facto research design and descriptive and inferential statistics. The descriptive statistics revealed that most of the respondents are of the view that the pandemic have a very high impact on the digital marketing strategies of businesses in the United States. The study developed three hypotheses that were assessed at a 5% level of significance, and the results, based on the Levenes’ and student t-tests, demonstrated that the pandemic had a statistically significant impact on businesses' digital marketing strategy in the United States. Based on the findings of the study, it is recommended that businesses in the United States maintain and develop the digital marketing tactics that were implemented during the COVID 19 pandemic for continued growth and success.

DOI: 10.7176/EJBM/14-12-02

Publication date:June 30^th 2022