Impact of COVID-19 Pandemic on Use of ICT in Marketing in Montenegro

Veselin Obradovic – Faculty of Economics and Business, Mediterranean University, Josipa Broza bb, 81000, Podgorica, Montenegro

Abstract: COVID-19 caused significant changes in daily lives, including, but not limited to the limitation of movement and working from home. As a con­sequence of spending more time at home, more time is spent in front of in­ternet-enabled devices. This paper is trying to address whether the COVID-19 pandemic caused accelerated application of ICT in marketing in Montene­gro. One of the findings presented in the paper is that micro-companies had a significant increase in internet marketing budget, while mini-companies re­duced spending on it. Using data from original research, the clear conclusion is that the pandemic had such influence in Montenegro, especially in the field of e-commerce through increased presence in its own online shops.

7th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2023 – Selected Papers, Hybrid (Faculty of Organization and Informatics Varaždin, University of Zagreb, Croatia), October 26, 2023

ITEMA Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2023 Selected Papers: ISBN 978-86-80194-76-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.

References

Abiad, A., Arao, R. M., Dagli, S., Ferrarini, B., Noy, I., Osewe, P. L., Pagaduan, J., Park, D., & Platitas, R. (2020). The economic impact of the COVID-19 outbreak on developing Asia. Asian Development Bank. http://dx.doi.org/10.22617/BRF200096 

Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2019). Customer relationship management and big data-enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101. https://doi.org/10.1016/j.aci.2018.05.004 

Balaji, M. S., & Roy, S. K. (2016). Value co-creation with the Internet of things technology in the retail industry. Journal of Marketing Management, 33(1–2), 7-31. https://doi.org/10.1080/026 7257X.2016.1217914

Carlsson-Szlezak, P., Reeves, M., & Swartz, P. (2020). What coronavirus could mean for the glob­al economy. Harvard Business Review, 12.

Craven, M., Singhal, S., & Wilson, M. (2020). COVID-19: Briefing note. McKinsey & Company.

Eurostat. (2008). NACE Rev.2, Statistical classification of economic activities in the European Com­munity. European Commission. https://ec.europa.eu/eurostat/documents/3859598/5902521/KS-RA-07-015-EN.PDF  

Gans, J. S. (2016). Keep calm and manage disruption. MIT Sloan Management Review, 57(3), 83- 90. https://api.semanticscholar.org/CorpusID:157769777 

Investitor. (2021, April 26). Potrošači u Crnoj Gori na internetu najviše naručuju garderobu. https://investitor.me/2021/04/26/potrosaci-u-crnoj-gori-na-internetu-najvise-narucuju-garderobu/ 

Lazaroiu, G., Negurita, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Mak­ing Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase In­tentions. Frontiers in Psychology, 11, 890-897. https://doi.org/10.3389/fpsyg.2020.00890 

Maltez, M. (2021, October 28). Upotreba informaciono-komunikacionih tehnologija u preduzeći­ma u Crnoj Gori 2021. godina. MONSTAT. http://monstat.org/uploads/files/ICT/2021ent/Upotreba%20IKT%20u%20preduzecima%202021.pdf  

Manajemen, I. P. (2020). Business continuity management in facing COVID-19 pandemic: A case study of Indonesia. International Journal of Business and Management, 15(7), 1-10.

Pembury Smith, M. Q. R., & Ruxton, G. D. (2020). Effective use of the McNemar test. Behavio­ral Ecology and Sociobiology, 74(11), 133-142. https://doi.org/10.1007/s00265-020-02916-y 

Petz, B., Kolesarić, V., & Ivanec, D. (2012). Osnovne statističke metode za nematematičare. Jas­trebarsko, Naklada Slap, 264.

Raičević, B. (2021, March 30). Broj i struktura poslovnih subjekata u Crnoj Gori 2020. godina. MONSTAT. http://www.monstat.org/uploads/files/biznis%20registar/saopstenja/Broj%20i%20struktura%20poslovnih%20subjekata2020.pdf  

Rouhani, S., Ashrafi, A., Zare Ravasan, A., & Afshari, S. (2016). The impact model of business intelligence on decision support and organizational benefits. Journal of Enterprise Informa­tion Management, 29(1), 19-50. https://doi.org/10.1108/JEIM-12-2014-0126 

Statista. (2019). Most popular mobile shopping apps in the United States as of September 2019. https://www.statista.com/statistics/579718/most-popular-us-shopping-apps-ranked-by-audience/ 

Vázquez-Martínez, U. J., Morales-Mediano, J., & Leal-Rodríguez, A. L. (2021). The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. European Re­search on Management and Business Economics, 27(3), 100166. https://doi.org/10.1016/j.iedeen.2021.100166 

Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: System­atic review and future research direction. International Journal of Information Management Data Insights, 1(1). https://doi.org/10.1016/j.jjimei.2020.100002 

Vetterli, C., Uebernickel, F., Brenner, W., Petrie, C., & Stermann, D. (2016). How Deutsche bank’s IT division used design thinking to achieve customer proximity, MIS Quarterly Executive, 15(1), 37-53.

Vuță, D. R., Nichifor, E., Chițu, I. B., & Brătucu, G. (2022). Digital Transformation—Top Priori­ty in Difficult Times: The Case Study of Romanian Micro-Enterprises and SMEs. Sustain­ability, 14(17), 1-14. https://doi.org/10.3390/su141710741 

Wirth, N. (2018). Hello marketing, what can artificial intelligence help you with. International Journal of Market Research, 60(5), 435-438. https://doi.org/10.1177/1470785318776841 

Zwanka, R. J., & Buff, C. (2021). COVID-19 Generation: A Conceptual Framework of the Con­sumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic. Journal of International Consumer Marketing, 33(1), 58-67. https://doi.org/10.1080/08961530.2020.1771646