TY - THES A1 - Erkan, Meri T1 - The Role of Marketing Automation in Customer Buying Behavior during the Covid-19 Pandemic N2 - The aim of this thesis is to explore the importance of marketing automation in the customers’ buying behavior during the Covid-19 pandemic. Since the pandemic has forced companies to reach out to their customers through digital platforms, the marketing strategies had to be adapted. A mixed method approach is used in this thesis, combining primary sources and data from a empirical study from an online survey, to answer the research question and test four hypothesis that are related to the impact of marketing automation on the customer behavior. The study found out that while there was an increase in personalized advertisements on social media, it is unclear how much customers were influenced. However, the thesis shows that marketing automation can be an effective to for improving the relationship between customers and companies. Furthermore, social media has become very importance for the customers’ purchasing decisions. The findings help to understand the role of marketing automation in the pandemic and provides insights for companies to help adapting their marketing strategies in the future. Future research could explore insights from companies and suggest improved marketing strategies to reach out to potential customers more effectively. Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-17237 ER -