COMPARING MARKETING TRENDS BEFORE AND AFTER THE PANDEMIC

Authors

  • LUKAS VARTIAK PHILOSOPHIAE DOCTOR, COMENIUS UNIVERSITY IN BRATISLAVA, SLOVAKIA
  • IVETA UBREZIOVA FULL PROFESSOR, CATHOLIC UNIVERSITY IN RUZOMBEROK, SLOVAKIA
  • MIROSLAV SKODA ASSOCIATE PROFESSOR, DTI UNIVERSITY, SLOVAKIA

Keywords:

digital marketing, consumer behaviour, marketing automation, influencer marketing.

Abstract

Marketing has rapidly evolved under the influence of technology, globalisation, and especially the COVID-19 pandemic, which marked a turning point in business communication and strategy. This paper analyses marketing trends before and after the pandemic, revealing a shift from traditional methods to digital tools, influencer marketing, and personalised content. A mixed-methods approach, including surveys and interviews, shows that digitalisation, automation, and sustainability have become crucial. Brands that embrace innovation, AI, and eco-conscious strategies are more likely to succeed in the post-pandemic market.

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How to Cite

VARTIAK, L., UBREZIOVA, I., & SKODA, M. (2025). COMPARING MARKETING TRENDS BEFORE AND AFTER THE PANDEMIC. TPM – Testing, Psychometrics, Methodology in Applied Psychology, 32(S5(2025): Posted 03 August), 1283–1290. Retrieved from https://tpmap.org/submission/index.php/tpm/article/view/1575

Issue

Vol. 32 No. S5(2025): Posted 03 August (2025)

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.