The Impact of COVID-19 on Marketing Innovations and Corporate Social Responsibility: A Case Study of Digikala Company

In today's competitive world, marketing innovation is an important strategy for companies. Understanding the impact of the COVID-19 virus on consumer behavior and the behavior of companies in a global crisis is essential for the success of companies. In this study, relevant information on the variables of the effects of the COVID-19 disease, marketing innovation, and social responsibility in the organization was collected from 354 employees of Digikala, a leading Iranian e-commerce company. Based on the results and the assumptions of the model, structural equation modeling was implemented using partial least squares in the SmartPLS software, which showed a suitable model and a good impact of the variables. According to the results, all variables in all areas had a significant level of validity and reliability in the model fit. In addition, the overall effects of the model showed that all relationships and influences of the variable effects of the COVID-19 disease on marketing innovation and social responsibility are significant. By examining the impact of the variable effects of the COVID-19 disease on marketing innovation and social responsibility, it was observed that the variable effects of the COVID-19 disease have a greater impact on marketing innovation.