How has digital marketing evolved during COVID-19 pandemic as a result of a sedentary consumer? With a focus on marketing communication strategy

The global Covid-19 pandemic brought fast and unexpected changes in habits, ways of living, ways of shopping, among many other things. Due to these changes companies had to reinvent themselves and rapidly understand the new trends and behavior of consumers to make effective marketing communication strategies. This thesis aims to define the new digital marketing techniques in the fast fashion industry as a result of the crisis caused by the pandemic. The structure of this thesis consists of the main chapters about the theoretical research, a practical part, and a conclusion. The first part describes what digital marketing is, gives a definition of consumer behavior and the effects of Covid-19 pandemic in the industry. The practical part analyzes the answers obtained from the online survey conducted. The last part gives a conclusion that summarizes the research done after the investigation.