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

Autori
Fraculj, Mario ; Šebek, Vanja ; Šušković Jakopac, Marija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
The post-pandemic world: A bad picture or a good opportunity? - zbornik radova / Gluvačević, Dejan - Zagreb : Veleučilište Edward Bernays, 2022, 55-68

ISBN
978-953-58317-7-8

Skup
Communication Management Forum 2021

Mjesto i datum
Zagreb, Hrvatska, 19.03.2021. - 20.03.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti

POVEZANOST RADA