Table 4.

Third theme “digitalization”

DigitalizationClient meetings turned digital (R1)
 People started trusting e-commerce platforms (R3)
 Having a Facebook page helped us by giving our contact info to the customer and also show when we were available to deliver (R5)
 I got help from social media (R6)
 Sale the products through online sites (R6)
 I developed online services in terms of online consultations (R8)
 Courses from me on distance (R9)
 More positive attitude to work more digital with customers now (R11)
 We have an internet shop where customers can buy their things online and come and pick them up later in our shop (R12)
 I have always social media, Facebook and Instagram have been my primary marketing tools (R15)
 We were a scattered organization, so we were used to teams even before the pandemic (R16)
 The positive thing is that more customers have chosen to shop online, which benefits me as I only run online shopping (R17)
 An increase in social media advertising instead of local magazines. We have tried to increase our marketing of our online store. (R19)
 E-commerce has increased significantly, and many new companies have been added to the industry (R19)
 Finding new ways to serve my clients online (R22)
 Cost per click was reduced and click through rate was increased (R23)
 We have used the time to make our company safe for the digital future and to respond to the changing digital behavior of our customers (R24)
 Making online videos and courses so everyone can join, opportunity to participate in recorded courses and live classes (R25)
 The social media segment has almost only been positively affected (R26)
 Our social media has attracted more revenue (R26)
Source: Authors’ own work

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