...Natalya Saldanha; Rajendra Mulye; Arnold Japutra Purpose Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing...

... the strategic considerations that marketers need to make remain unchanged. Findings As a result of the pandemic, there is much more obvious use of interactivity in other, aligned functions such as sales and customer services. The effectiveness of interactive marketing will only be increased by having focus...