COVID-19 and SMEs Digital Transformation

Abstract

The purpose of this study is to examine the relationship between digital marketing (DM), digital transformation, and brand position and brand promotion in companies of different sizes in Kosovo. Partial least square was used to analyze the data collected and structural equation modeling was used to assess the relationship between exogenous and endogenous variables used in the model proposed for the research. The results showed that the DM and the digitalization process of companies had an impact on brand promotion and brand position. The results also showed that social media use was prevalent compared with other marketing channels, and that companies that used DM and invested more in technology had better chances of promoting and positioning their brands. This study provides the literature with a better understanding of the relationship between DM and digital transformation on the one hand and brand position and brand promotion on the other. In addition, this research has practical implications for companies and various other organizations in their efforts to digitize their business and marketing activities.