engleski

The impact of the Covid-19 disease pandemic on the operations of marketing agencies in Croatia

The COVID-19 pandemic has affected business in all industries, including the marketing communications industry. This mixed methods study provides a systematic and structured insight into the operations of Croatian marketing agencies during a pandemic. The findings indicate that agencies offering predominantly digital services managed to improve their market position even during the first wave of the pandemic, which is an important implication for agency leaders who need to invest in the development of digital skills and competencies to meet the growing demand for digital communication and e-commerce solutions. The results of both quantitative and qualitative research showed that most agencies will retain remote work to some extent after the pandemic, with the use of collaboration tools, however, the interviews also revealed some negative consequences of such work, e.g. social isolation, reduced group cohesion and challenges with online client and employee onboarding.

marketing communications industry ; marketing agencies ; COVID-19 pandemic ; business practices ; mixed methods study

nije evidentirano