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

Author(s): Veselin Obradović
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing; ICT; COVID-19
Summary/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.

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