Ahmad TahirFA17-BBA-025Sadaf EhsanLHR TP 66822026-01-122025https://repository.cuilahore.edu.pk/handle/123456789/648This paper aims to investigate that how covid-19 impacted the business firms and how the firms responded to it. COVID-19 disturbed every single individual and every single operation happening in this world. It happened for the very first time in a history when more than half of the countries including developed and underdeveloped countries are wrapped with lock down. It also affected the business firms, changed their marketing strategies and at this point the digital marketing got a huge respect. Consumers stayed at home to prevent from disease and shifted towards online shopping which they use to do in a traditional way. Dozens of the firm are bankrupted and lost their worth because they didn’t adopt the digital marketing and on other hand, the firms who timely adopted digital marketing are in a leading position now. Now, most of the firms are struggling just for the sake of survival in a market.enSadaf EhsanFA17Department of Management SciencesManagement SciencesDIGITAL MARKETINGCOVID-19Thesis