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Digital Marketing as A Tool for Promoting Ukrainian Businesses on the International Market
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Abstract
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With the geopolitical and economic pressures between 2022 and 2025, Ukrainian small and medium-sized enterprises (SMEs) used online methods to market their products and services to international markets. This paper analyses how these companies have been able to maintain export business in the face of conflict, displacement and resource limitation. The European Union (EU) and the United States (US) have their performance measured using stratified mixed-method. The quantitative element is a survey of 312 owners or managers of SMEs and the gathering of anonymized performance indicators of Google and Meta advertising campaigns. Qualitative data is obtained in semi-structured interviews with the executives of Ukrainian exporting companies. The study employs a Digital Marketing Capability Index (DMCI), including SEO, PPC advertising, social media, content marketing and analytics, as well as a new WCI to determine the conflict-related constraints. The results show that the ability to operate in digital marketing is an indicator of performance in the foreign markets -0.58, p = 0.001 ) . The restrictions created by the war conflict affect this relationship, which points out the weakness of digital tools in a crisis. The Ukrainian SMEs in the EU also have higher returns on advertising and conversion rate as compared to their US counterparts, a trend that can be explained by the fact that they are more geographically and culturally close. It can be seen that SEO is the most effective and long-term digital resource in a limited resource setting. The paper provides empirical evidence in the areas of international marketing and entrepreneurship literature. The recommendations provided in this paper will benefit SME managers, officials advocating digital export programs and other international stakeholders who may be interested in enhancing and empowering the Ukrainian economy using the SME sector as an instrument. Sampling challenges in high-conflict regions limit the study, and the difficulties associated with longitudinal data collection in a rapidly changing environment.
Keywords:
Digital Resilience
SME Internationalization
Export Competitiveness
Digital Capability
SEO Strategy
Ukraine Conflict Economy
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