Adaptive marketing in the digital age, analysing strategies of newspaper publishing companies in response to the COVID-19 pandemic

Hadžović, Ema (2024) Adaptive marketing in the digital age, analysing strategies of newspaper publishing companies in response to the COVID-19 pandemic. BA/BSc, Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar).

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Absztrakt (kivonat)

This research aims to examine the innovative marketing strategies that were introduced in the recent years as the result of the rapid technological advancements. The COVID-19 pandemic further accelerated these transformations in marketing by bringing changes in the consumer behavior. With newspaper publishing industry being highly affected by both the digital transition and the pandemic, the special focus of this research is on examining how these companies have changed and adapted their marketing in the new landscape. Using the theoretical overview, the research provides deeper understanding of the transformation of the marketing, from traditional to digital approaches. The rise of the internet and the social media websites have opened a wide range of opportunities for the businesses. Additionaly, there is also a new approach to understanding and improvement of the relationship with the customers, where the technological advancements also come in hand. With the special focus of the research being on the newspaper publishing industry, theoretical information is provided on changes of marketing strategies in this industry, including the trends observed on three levels: global, European and in Bosnia and Herzegovina. To succesfully address research questions, both quantitative and qualitative approaches were used. The hypotheses formed were tested using the experts' opinions and the questionnare conducted. The qualitative research provided insight both into the general marketing solutions in the light of the technological advancements and those relevant to the newspaper publishing industry. The quantitative survey, which aimed to assess the happenings in newspaper publishing industry from consumers' perspective, indicated that the COVID-19 pandemic led to significant modifications in the marketing tactics. Furthermore, it showed that the pandemic significantly altered customers' news-consuming behavior, leading to the increased news readership, mostly by usage of social media and online news websites. The findings of the research offer thorough information on the issues raised by the pandemic as well as the effectiveness of new initiatives and developments in the digital age. The study's conclusions demonstrate how adaptable and resilient newspaper publishing companies are to shifting market conditions in the light of COVID-19 pandemic and the digital age. Finnally, the research also provides recommendations and insights for businesses in terms of effectively adapting their marketing strategies to respond to the changing environment, underscoring the importance of innovation and adaptation.

Magyar cím

Adaptív marketing a digitális korban, lapkiadó vállalatok stratégiái elemzése a COVID-19 pandémiára

Angol cím

Adaptive marketing in the digital age, analysing strategies of newspaper publishing companies in response to the COVID-19 pandemic

Intézmény

Soproni Egyetem

Kar

Lámfalussy Sándor Közgazdaságtudományi Kar (volt Közgazdaságtudományi Kar)

Tanszékcsoport/intézet

LKK - Közgazdasági és Nemzetközi Kapcsolatok Intézet

Szak

LKK - Nemzetközi gazdálkodás alapszak (BA)

Témavezető(k)

Helyi kari azonosító

KBAN-24/04

Mű típusa:	Szakdolgozat
Felhasználói azonosító szám (ID):	Ema Hadzovic
Dátum:	22 Júl 2024 11:51
Utolsó módosítás:	22 Júl 2024 11:51
URI:	http://diploma.uni-sopron.hu/id/eprint/13135

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