Marketing and Consumer Behavior during and amidst the Overcoming of a Pandemic [Editorial]

Abstract

The covid-19 pandemic has changed how enterpri-ses and people behave, and the future effects of this change are yet to be seen. Several studies have shown how lockdown measures and individual and social reactions affect organizations (Leung et al., 2021; Rojas et al., 2020; Zwanka & Buff, 2020). However, further research on how the marketing areas of organizations may contri-bute to overcoming the pandemic's devastating effects is required.Consequently, society has made urgent requests that aca-demia could address through research. First, we are called upon to analyze the effect of covid-19 on consumers' dif-ferent cultures, ages, and demographic variables world-wide (Madrigal-Moreno et al., 2021; Sheth, 2020; Zwanka & Buff, 2020), leading to possible responses and ways en-terprises can adapt and offer value propositions. Likewise, and in the same line of work, it is imperative to account for how pandemic-based individualism has shaped new habits, trends and disruptions (Larios-Gómez et al., 2021; Sheth, 2020). Secondly, recognizing enterprises' work in so-cial responsibility and their marketing actions in response to the negative impacts of covid-19, as well as its impact on consumers, is a matter to be explored (Huang, 2021; Pesqueux, 2020).On the other hand, it is essential to contribute to the rec-ognition and analysis of positive dynamics in the field of marketing; for example, the pandemic has favored and promoted the connection with consumers through dig-ital channels, the use of e-commerce and, in particular, marketplaces with a wide offer and services for sale and after-sales (Brandtner et al., 2021; Gómez, 2020; Sánchez-Torres et al., 2021; Saura et al., 2020; Sheth, 2020) with traditional dynamics such as B2c, but also favoring entre-preneurship and independent or informal actors through strategies such as c2c.