O uso do marketing digital: Uma análise para o mercado veterinário de João Pessoa-PB, no contexto da pandemia da Covid-19

Abstract

This work analyzed the consequences of the adaptation to digital marketing between businesses in the pet sector of the city of João Pessoa-PB, in the pandemic period. The data that supported the research were obtained through the application of online questionnaires, aimed at consumers and professionals in this segment. Methodologically, qualitative and quantitative analyses were used in order to trace the main characteristics and trends of the analyzed sample. Empirically, the methodological strategy was based on the estimation of a probabilistic model, of the Logit type.. The results suggest that the pandemic scenario interfered in the demand for veterinary services and that the adoption of digital marketing, as an administrative tool, decreased the probability of a decrease in this demand.