IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i14p7986-d595981.html
   My bibliography  Save this article

Innovations in the Management of E-Commerce: Analysis of Customer Interactions during the COVID-19 Pandemic

Author

Listed:
  • František Pollák

    (Faculty of Corporate Strategy, Institute of Technology and Business in České Budějovice, Nemanická 436/7, 370 10 České Budějovice, Czech Republic)

  • Michal Konečný

    (Faculty of Corporate Strategy, Institute of Technology and Business in České Budějovice, Nemanická 436/7, 370 10 České Budějovice, Czech Republic)

  • Deniss Ščeulovs

    (Faculty of Engineering Economics and Management, Riga Technical University, Kalnciema Street 6, Room 408, LV-1048 Riga, Latvia)

Abstract

In the days leading to the outbreak of the COVID-19 pandemic, open innovations in the form of the deployment of digital marketing tools in the management portfolio were an option; in a time of forced closing of economies, they suddenly became a necessity. The aim of the comprehensive research, in which the presented study is prepared, is to describe the changes in e-consumer behavior that occurred in the market during the COVID-19 pandemic. The presented study examines the seasonal and regional specifics that characterize the markets of Central and Eastern Europe. In a sample of almost 14,000,000 Facebook users, the user interactions with ten selected representatives of the e-commerce sector were recorded daily during the 2020/2021 Christmas season lasting 49 days. By analyzing the nature and timing of interactions, it was possible to identify the geographical specifics of e-consumer behavior, as well as basic seasonality indicators based on a comparison with the reference period of the first half of 2020. The synthesis of the findings provided a knowledge base for compiling a preliminary version of the model of the COVID-19 pandemic impact on e-consumer behavior. In terms of changes in e-consumer behavior, it can be stated that the step change in e-behavior patterns caused by the pandemic merges with pre-pandemic behavior patterns. In general, it can be stated that the evolutionary process of the transition from offline to online the COVID-19 pandemic appears to be a significant acceleration factor of inevitable changes.

Suggested Citation

  • František Pollák & Michal Konečný & Deniss Ščeulovs, 2021. "Innovations in the Management of E-Commerce: Analysis of Customer Interactions during the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(14), pages 1-22, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:14:p:7986-:d:595981
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/14/7986/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/14/7986/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Natalija Guseva, 2013. "Cultural aspects of decision-making in online purchases," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(1), pages 7-20.
    2. Saeed Nosratabadi & Amir Mosavi & Shahaboddin Shamshirband & Edmundas Kazimieras Zavadskas & Andry Rakotonirainy & Kwok Wing Chau, 2019. "Sustainable Business Models: A Review," Sustainability, MDPI, vol. 11(6), pages 1-30, March.
    3. Kirk, Colleen P. & Rifkin, Laura S., 2020. "I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 117(C), pages 124-131.
    4. JinHyo Joseph Yun & Tan Yigitcanlar, 2017. "Open Innovation in Value Chain for Sustainability of Firms," Sustainability, MDPI, vol. 9(5), pages 1-8, May.
    5. Jessica Braojos & Jose Benitez & Javier Llorens, 2019. "How do social commerce-IT capabilities influence firm performance? Theory and empirical evidence," Post-Print hal-02057780, HAL.
    6. Santa Bormane, 2018. "Price As An Integrated Marketing Communication Tool In Promoting The Consumption Of Sustainable Products," CBU International Conference Proceedings, ISE Research Institute, vol. 6(0), pages 62-68, September.
    7. Junjie Lv & Zichen Wang & Yuqing Huang & Tong Wang & Yuanzhuo Wang, 2020. "How Can E-Commerce Businesses Implement Discount Strategies through Social Media?," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Beckers, Joris & Cardenas, Ivan & Le Pira, Michela & Zhang, Jia, 2023. "Exploring Logistics-as-a-Service to integrate the consumer into urban freight," Research in Transportation Economics, Elsevier, vol. 101(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pollák František & Vavrek Roman & Váchal Jan & Markovič Peter & Konečný Michal, 2021. "Analysis of Digital Customer Communities in terms of their interactions during the first wave of the COVID-19 pandemic," Management & Marketing, Sciendo, vol. 16(2), pages 134-151, June.
    2. Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Guadalupe-Lanas, Jorge & Palacio-Fierro, Andrés & Ramos-Galarza, Carlos, 2021. "COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    3. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    4. Humaira Kamal Pasha, 2024. "Smart access and smart protection for welfare gain in Europe during COVID‐19: An empirical investigation using real‐time data," Bulletin of Economic Research, Wiley Blackwell, vol. 76(1), pages 41-66, January.
    5. Xie, Junyi & Ifie, Kemefasu & Gruber, Thorsten, 2022. "The dual threat of COVID-19 to health and job security – Exploring the role of mindfulness in sustaining frontline employee-related outcomes," Journal of Business Research, Elsevier, vol. 146(C), pages 216-227.
    6. Jemey, Nursyuhada binti & Kasim, Nor Hasniah binti, 2023. "The Impact of Covid-19 on Consumption Patterns Among Malaysian Youths," MPRA Paper 118841, University Library of Munich, Germany, revised 26 Sep 2023.
    7. Sebastian Schroedel, 2023. "The Sustainable Business Model Database: 92 Patterns That Enable Sustainability in Business Model Innovation," Sustainability, MDPI, vol. 15(10), pages 1-27, May.
    8. Hellen Ogutu & Youssef El Archi & Lóránt Dénes Dávid, 2023. "Current trends in sustainable organization management: A bibliometric analysis," Oeconomia Copernicana, Institute of Economic Research, vol. 14(1), pages 11-45, March.
    9. Peluso, Alessandro M. & Pichierri, Marco & Pino, Giovanni, 2021. "Age-related effects on environmentally sustainable purchases at the time of COVID-19: Evidence from Italy," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Arfaoui, Nadia & Naeem, Muhammad Abubakr & Boubaker, Sabri & Mirza, Nawazish & Karim, Sitara, 2023. "Interdependence of clean energy and green markets with cryptocurrencies," Energy Economics, Elsevier, vol. 120(C).
    11. Arsalan Hussain & Minhas Akbar & Arfan Shahzad & Petra Poulova & Ahsan Akbar & Rohail Hassan, 2022. "E-Commerce and SME Performance: The Moderating Influence of Entrepreneurial Competencies," Administrative Sciences, MDPI, vol. 12(1), pages 1-16, January.
    12. Nadia Preghenella & Cinzia Battistella, 2021. "Exploring business models for sustainability: A bibliographic investigation of the literature and future research directions," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2505-2522, July.
    13. Gerard Farias & Christine Farias & Isabella Krysa & Joel Harmon, 2020. "Sustainability Mindsets for Strategic Management: Lifting the Yoke of the Neo-Classical Economic Perspective," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    14. Simona Stojanova & Nina Cvar & Jurij Verhovnik & Nataša Božić & Jure Trilar & Andrej Kos & Emilija Stojmenova Duh, 2022. "Rural Digital Innovation Hubs as a Paradigm for Sustainable Business Models in Europe’s Rural Areas," Sustainability, MDPI, vol. 14(21), pages 1-20, November.
    15. Jose Benitez & Laura Ruiz & Ana Castillo & Javier Llorens, 2020. "How corporate social responsibility activities influence employer reputation: The role of social media capability," Post-Print hal-02462583, HAL.
    16. Joaquin Sanchez-Planelles & Marival Segarra-Oña & Angel Peiro-Signes, 2020. "Building a Theoretical Framework for Corporate Sustainability," Sustainability, MDPI, vol. 13(1), pages 1-21, December.
    17. Roberto Hernández-Chea & Akriti Jain & Nancy M. P. Bocken & Anjula Gurtoo, 2021. "The Business Model in Sustainability Transitions: A Conceptualization," Sustainability, MDPI, vol. 13(11), pages 1-25, May.
    18. Yaffa Moskovich, 2023. "Communal Organizational Culture as a Source of Business-Success Sustainability in Kibbutz Industry—Two Case Studies," Sustainability, MDPI, vol. 15(13), pages 1-19, July.
    19. Maria Federica Cordova & Andrea Celone, 2019. "SDGs and Innovation in the Business Context Literature Review," Sustainability, MDPI, vol. 11(24), pages 1-14, December.
    20. Tarek Ben Hassen & Hamid El Bilali & Mohammad S. Allahyari & Sinisa Berjan & Darjan Karabašević & Adriana Radosavac & Goran Dašić & Ružica Đervida, 2021. "Preparing for the Worst? Household Food Stockpiling during the Second Wave of COVID-19 in Serbia," Sustainability, MDPI, vol. 13(20), pages 1-19, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:14:p:7986-:d:595981. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.