Evolution of Digital Marketing Among Automotive Sector in Kosovo

Ljupcho Efremov () and Fioret Pruthi
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Ljupcho Efremov: American University of the Middle East
Fioret Pruthi: Porsche Kosova

A chapter in Economic Recovery, Consolidation, and Sustainable Growth, 2023, pp 619-635 from Springer

Abstract: Abstract The paper aims to provide evolution of digital marketing in the automobile industry or more specifically how Internet changed marketing of companies in the automobile sector on Kosovo. The key question of interest is change from traditional to digital marketing in the automotive sector on the respective market. Therefore, quantitative research was conducted through 30 interviews with managers of car dealers and a qualitative research with ten semi-structured interviews with ten account managers from marketing agencies who are responsible for automotive companies. The results show that communication strategies of automobile manufacturers are mostly online though social media, online portals, and websites. This highlights the prevalence of digital marketing compared to traditional marketing and accents the dynamic business environment.

Keywords: Digital marketing; Automotive industry; Social media; Cars (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-42511-0_40

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DOI: 10.1007/978-3-031-42511-0_40

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