Editorial

Global pandemic COVID 19 has emerged as a significant episode in global history which has taught the world multiple lessons of endurance, vitality and revival. The emergence of corona virus represents the most difficult pandemic that caused a big impact on various economic sectors worldwide. Governments across the globe have been enforcing different approaches to minimize the effect on public health through lockdown procedures, restrictions on the movement of individuals, and practising social distancing. These actions have impacted most businesses as consumers' purchase behaviours changed radically, which caused significant implications on profitability and the efficacy of marketing practices.