The Topology And Evaluation Of The International  Complex Network Of Communication Devices Within  The Context Of Integrated Marketing Before And After  The Covid-19

Journal for Educators, Teachers and Trainers JETT,, cilt.2, ss.18-24, 2023 (ESCI)

Communication is now an indispensable part of both human and commercial relations. Accordingly,

communication needs are to be satisfied using a number of essential electronic communication

products, the most prominent of which are smartphones, modems, base stations, antennas, and other

relevant accessories/apparatuses. In the integrated marketing communication approach, it has then

become mandatory to manage complex networks interconnected by communication tools (people,

businesses, countries, etc.) and the changes in such networks (structural changes in the distribution

channels) in the context of the supply chain. Besides, it is highly needed to constantly monitor the

changes and adopt change-oriented attitudes to prevent disruptions in the supply chain during the

COVID-19 pandemic and in the future. The present study selected the G-20 countries, bearing the

majority of world exports, and attempted to draw an export network of communication devices and

related parts, classified in foreign trade with the code HS-8517, before and after the pandemic in these

countries. The findings revealed that China and the USA were the strongest countries in the network

in the pre-pandemic period and maintained their dominance in the network in the post-pandemic

period. Although it seems there was an increased change in the complex structure of the network

considering the export figures in the post-pandemic period, the change was found to be almost

overlapping when considering pre- and post-pandemic periods together.