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@article{184498,
        author = {Mr. Hetal Krishnakant Kapadia and Dr. Rajesh Raghavbhai Desai},
        title = {DIFFERENT ASPECTS OF MARKETING IN VUCA WORLD AFTER COVID-19},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {1611-1624},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184498},
        abstract = {The COVID-19 crisis has accelerated digital transformation, reshaping marketing in a VUCA (Volatile, Uncertain, Complex, and Ambiguous) environment. This study examines shifts in consumer behavior, digital and omni-channel marketing growth, AI-driven personalization, influencer marketing, sustainability, and crisis management. This research highlights how businesses have adapted real-time analytics, social commerce, and ethical branding to build consumer trust. This underscores the importance of agile, technology-driven strategies while addressing challenges such as data privacy and declining brand loyalty. Future research should focus on the long-term shifts in consumer behavior and AI’s role of AI in predictive marketing.
The proposed methodology will enable a thorough examination of marketing strategies, specifically within the VUCA context, before and after the COVID-19 pandemic, By integrating qualitative insights and quantitative data, this study aims to deliver actionable guidance for marketing professionals seeking to thrive in an unpredictable business landscape. The findings illustrate how companies can overcome challenges, develop resilient strategies, and modify their marketing practices to maintain competitiveness in an evolving post-pandemic environment.},
        keywords = {Digital media, Marketing Communication, COVID-19 scenario, Reach, Engagement, Consumer Response.},
        month = {September},
        }