What is it about?

Since the COVID-19 pandemic started in 2020, consumers and companies are facing a new environmental variable that has accelerated the process of digitization. This paper claims the need to investigate how the pandemic will interact with Marketing 4.0 scenario

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Why is it important?

Changes in the global economy, organizational management, and consumer habits are challenges that this crisis has posed. This editorial paper provides several examples of how these challenges are being faced by companies, consumers and other agents in a wide variety of sectors such as mass-consumer goods, tourism, health, finance, etc.


I hope you find this article thought-provoking since it is related to how our day-to-day life has been changed. It has allowed me to collaborate with many authors that are mainly working on the management and marketing areas and are concerned about the way technology and digital issues are shaping our lives.

Universidad Autonoma de Madrid

Read the Original

This page is a summary of: Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario, Frontiers in Psychology, January 2021, Frontiers,
DOI: 10.3389/fpsyg.2020.611114.
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