Adoption of Online Advertising by Small and Medium Enterprises

Abstract

Pandemics have emerged in many stages of human history and have affected many eras. In these eras, establishing and managing communication was as difficult as fighting the disease. The management of pandemics has varied according to the means of communication, innovations with technology, and the impact of mass media. The COVID-19 pandemic period has found the role of digital communication in the changing and transforming world. Because of the many restrictions in this period, some marketing activities were greatly interrupted, and accordingly, the interest of businesses in internet advertising increased. Advances in the internet and ICT have increased the interest and demand for online advertising. Online advertising and marketing activities used only by large companies in the past are now preferred by SMEs. Within the scope of progress and developments, small and medium enterprises (SMEs) have also been involved in the competition by carrying out their advertising activities on online platforms.