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Social Media Marketing And Purchase Intention: Evidence From Kosovo

Author

Listed:
  • Adelina Emini

    (University of Prishtina, Kosovo)

  • Jusuf Zeqiri

    (Tetovo South East European University, North Macedonia)

Abstract

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

Suggested Citation

  • Adelina Emini & Jusuf Zeqiri, 2021. "Social Media Marketing And Purchase Intention: Evidence From Kosovo," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 30(2), pages 475-492, december.
    • Handle: RePEc:avo:emipdu:v:30:y:2021:i:2:p:475-492
    DOI: 10.17818/EMIP/2021/2.8
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    References listed on IDEAS

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    1. Zeqiri, Jusuf & Kareva, Veronika & Alija, Sadri, 2020. "The Impact of Blended Learning on Students' Performance and Satisfaction in South East European University," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 233-244, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    3. Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
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    Cited by:

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    2. Hasani Vjollca Visoka & Zeqiri Jusuf & Todorovik Teodora & Jaziri Dhouha & Toska Asdren, 2023. "Digital Content Marketing and EWOM: A Mediational Serial Approach," Business Systems Research, Sciendo, vol. 14(2), pages 24-43, December.
    3. Khaula Alkaabi & Veland Ramadani & Jusuf Zeqiri, 2024. "Universities, Entrepreneurial Ecosystem, and Family Business Performance: Evidence from the United Arab Emirates," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 5511-5538, June.

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    Keywords

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    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • G52 - Financial Economics - - Household Finance - - - Insurance
    • I13 - Health, Education, and Welfare - - Health - - - Health Insurance, Public and Private

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