Digital marketing during the COVID-19 pandemic: a case study of its adoption by furniture manufacturers in Malaysia

• Main Authors: Ratnasingam, Jegatheswaran, Ab Latib, Hazirah, Ioras, Florin, Mariapan, Manohar, Lim, Choon Liat
• Format: Article
• Language: English
• Published: North Carolina State University * College of Natural Resources 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/96740/1/ABSTRACT.pdf; http://psasir.upm.edu.my/id/eprint/96740/; https://bioresources.cnr.ncsu.edu/resources/digital-marketing-during-the-covid-19-pandemic-a-case-study-of-its-adoption-by-furniture-manufacturers-in-malaysia/
• Institution: Universiti Putra Malaysia

Contemporary furniture marketing platforms that are based on furniture exhibitions, retail malls, and galleries were severely disrupted by the global COVID-19 pandemic. Therefore, this study was conducted to evaluate the extent to which digital marketing tools were adopted by furniture manufacturers...