Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance


  • Daniela Neves Faculdade de Economia, Universidade do Algarve, Portugal |
  • Silvia Fernandes Faculdade de Economia & Cinturs, Universidade do Algarve, Portugal
  • Fátima Carvalho Faculdade de Ciências Humanas e Sociais & Cinturs, Universidade do Algarve, Portugal



Digital Marketing, Social Media, Metrics, Qualitative Analysis


Marketing emerged to expand the relationship between the consumer and the company. But in order to resist in the current context, companies must increase their strategic actions of digital marketing. This requires specificity, which highlights the importance of metrics and monitoring, which consists of evaluating the results obtained from those actions. This study compares the responses of important entrepreneurs in the region (Algarve), in the sector of digital marketing and ICT, to a questionnaire regarding their performance in terms of social media. From the qualitative analysis carried out (in Nvivo), on the content obtained, there is a different ‘maturity’ in terms of their perceptions of customers through social networks. Some reveal a less mature stage, i.e., in terms of social media metrics used to improve their strategies in the current market context. In this sense, these show a greater concern with content and economical solutions than with content and changes focused on key products. Choosing the right KPIs, integrating channels and using influencers are practices to further explore.


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How to Cite

Daniela Neves, Silvia Fernandes, & Fátima Carvalho. (2021). Covid-19 Challenges in Business: Brief Analysis of Digital Marketing Performance. New Trends in Qualitative Research, 9, 1–10.