This study aims to identify middle-class consumers’ habits in four countries during the pandemic of 2020, with special attention to analogous consumers’ reactions to extraordinary circumstances during the recession of 2008. Furthermore, this study tried to detect the impact of the pandemic...

Purpose - This study aims to investigate the motives of mobile payment adoption from both customers’ and retailers’ perspectives in Sri Lanka during the COVID-19 pandemic period. It also aims to compare the motives of mobile payment adoption across rural and urban contexts....

In terms of identifying marketing strategies which have been successfully employed within the COVID-19 pandemic in Sri Lanka, it can be identified that e-marketing tools have played a major role within the time. Consumer behavior patterns have widely changed during the pandemic time letting...