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The Impact Of Covid-19 Pandemic On The Marketing Of The Performing Arts

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  • Ulziibadrakh Zoljargal

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, Debrecen, Hungary)

Abstract

The spread of the Covid-19 pandemic has impacted all firms and organizations around the world, and this issue has not escaped the attention of arts, particularly performing arts organizations. Last few decades, performing arts audiences were shrinking due to economic, social, and technological changes, moreover, Covid-19 has been influenced strongly over the last two years. Therefore, it is crucial to understand and provide an extensive view of the market situation, the role of marketing, and the consequences of Covid-19 in the arts specifically in the field of performing arts. This paper aims to explore the impact of the Covid-19 pandemic on performing arts organizations, more focusing on marketing circumstances during the pandemic period, and identifying research gaps. This paper systematically reviews a total of 88 publications from Scopus and Web of Science databases and analyzed them using a descriptive analysis method and VOSviewer. The findings of this study highlight five main themes from the data analysis to demonstrate the substantial and influential results including the number of publications by year, country, and journals in order to understand the market situation. Moreover, the study disclosed keyword co-occurrences and found a new challenging and influential impact of digital transformation on performing arts due to the Covid-19 crisis. Finally, the paper provides a conclusion and a future research agenda.

Suggested Citation

  • Ulziibadrakh Zoljargal, 2022. "The Impact Of Covid-19 Pandemic On The Marketing Of The Performing Arts," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 7(special), pages 120-130, June.
    • Handle: RePEc:ora:jrojbe:v:7:y:2022:i:special:p:120-130
    DOI: http://doi.org/10.47535/1991ojbe151
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    References listed on IDEAS

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    1. Karol J. Borowiecki & Trilce Navarrete, 2017. "Digitization of heritage collections as indicator of innovation," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 26(3), pages 227-246, April.
    2. Baranowski Paweł & Korczak Karol & Zając Jarosław, 2020. "Forecasting Cinema Attendance at the Movie Show Level: Evidence from Poland," Business Systems Research, Sciendo, vol. 11(1), pages 73-88, March.
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    More about this item

    Keywords

    Arts; Performing arts; Marketing; Covid-19; Pandemic;
    All these keywords.

    JEL classification:

    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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