COVID-19 Impact on the Consumer Market with specific reference to Social Commerce – Special Edition by Prof CJ van Aardt and Prof DH Tustin (2021)

The special edition research report focuses on how South African consumers are adapting to the COVID-19 pandemic and how these consumer insights could be used to adapt social media and e-commerce strategies. The social commerce segment of the South African consumer market is explicitly being analysed by this study which uncovers how the nature of the complex COVID-19 impacts on the consumer market. Pertinent social media influencer marketing campaigns, omni-channel offerings and the close monitoring of the COVID-19 daily infection trajectory are advocated by the research study as key strategies to optimize e-commerce and social commerce marketing strategies.

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