The COVID Effect on Buyer Behavior and Business Operations: A Systematic Review of Shifts in Marketing Paradigm

Abstract

This study is an attempt to explore the effect of Covid on the buyer behaviour and business operations that ultimately led to the shift in marketing practices. Referring the PRISMA a systematic review of literature has been conducted. Out of 914 documents extracted initially from the standard databases (such as SCOPUS etc.), 94 finally shortlisted articles have been referred.

The study sheds lights on the new realities emerged in the socio-economic structure and the business practices during the pandemic and maps the shifts in marketing mix components with such new norms. This study adds to the theory and practices of innovative marketing practices during the global crysis like COVID-19.