Digital Marketing Communication in Developing Countries

Abstract

Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behaviour of consumers from countries of this region on social media. From the results of the paper, it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.

Social media in use

“…There is a belief that Facebook is mostly used by all groups of consumers. Similar results have been reported by Levkov et al (2015) and Rrustemi et al (2020).…”

“…This enables firms or the marketing department to reach specific markets by creating company pages on social media (Paquette 2013). In addition, Facebook has more than one billion active monthly users (Vučković and Bebić 2013), whose attitudes are influenced by social media advertising, either positively, or negatively (Talih Akkaya et al, 2017; Rrustemi et al, 2020).…”

“…Lack of awareness of the need for faster development of the information society is the main obstacle to the wider use of information technologies in the Western Balkans (Mitrović, 2015). Despite these barriers, there is a constantly increasing number of social media users (Neziraj and Berisha-Shaqiri, 2018;Rrustemi et al, 2020).…”