Impact of the Ukrainian Crisis on Investments in Online Market in Slovakia

Vlastimir Čobrda – Comenius University in Bratislava, Faculty of Management, Odbojárov 10, 820 05 Bratislava 25, Slovak
Republic

Abstract: This article provides a comprehensive analysis of the impact of the Ukrainian crisis on investments in marketing and the online market in Slovakia, in the context of the largest military conflict in Europe since World War II. Given the changing perception of normality in society and the signif­icant impact of economic sanctions against Russia by the EU and the US on the global macroeconomic picture, the paper focuses on the Slovak online market as a relevant case study. The article first examines the current state of the online market in Slovakia and the influence of political and economic factors on its development. It is analyzed how economic sanctions and geopolitical tensions, directly and indirectly, affected the business of Slovak companies in various segments. In the second part of the paper, the needs and opportunities for the improve­ment of the online market in Slovakia are reviewed, taking into account the current challenges and uncertainties.

As the main goal of this work, the author wants to show how the current cri­sis, caused by the events in Ukraine, can be successfully overcome by adapt­ing the market to the new rules of business, using the experience and knowl­edge gained during the crisis years during the Covid-19 pandemic. The pa­per ends by summarizing the key conclusions and provides recommenda­tions for further development of this topic, to encourage experts, research­ers and decision-makers to work together to solve the challenges brought about by the Ukrainian crisis.

6th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2022 – Conference Proceedings, Hybrid (University of Maribor, Slovenia), October 27, 2022

ITEMA Conference Proceedings 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 2022 Conference Proceedings: ISBN 978-86-80194-63-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2022

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

ČSOB (2022). Dopady vojny na Ukrajine pocítilo 85% podnikateľov na Slovensku, https://www.csob.sk/o-nas/pre-media/tlacove-spravy?p_p_id=pressReleases_WAR_portalfoundation&p_p_lifecycle=1&p_p_state=normal&p_p_mode=view&_pressReleases_WAR_portalfoundation_render=page&p_auth=cwMKpt5a#entryId=2029231   [online]

IAB, Výdavky do internetovej reklamy za polrok 2022 (SK). (2022). https://www.iabslovakia.sk/vydavky-do-reklamy/vydavky-do-internetovej-reklamy-za-polrok-2022-sk/  [online]

IABmonitor, Gemius Audience. (2022). https://rating.gemius.com/sk/tree/115  [online]

Kotler, P. et al. (2004). Moderní marketing 4. vydanie Praha: Grada Publishing.

Národná banka Slovenska, Vojna a dopady na ekonomiku. (2022). https://nbs.sk/voj­na-a-dopady-na-ekonomiku/  [online]

Šoltésová, S. (2016). Memetické texty a digitálne médiá. Prešov: Prešovská univerzita.