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AI-Driven Personalisation and Customer Engagement in Social Commerce: Evidence from Kosovo

Author

Listed:
  • Emini Adelina

    (Faculty of Economics, University of Prishtina, Kosovo)

  • Budić Hrvoje

    (The Faculty of Tourism and Rural Development in Požega, University of Osijek, Croatia)

  • Klopotan Igor

    (The Polytechnic of Međimurje in Čakovec, Čakovec, Croatia)

Abstract

Background The study aims to examine the role of artificial intelligence-oriented personalisation in customer interaction of social commerce platforms in the developing market, such as Kosovo. Objectives A quantitative design was used, and 312 active users were sampled, with surveys offered to all demographic segments. Methods/Approach The customer’s behaviour was conceptualised using the Technology Acceptance Model, the Stimulus-Organism-Response theory, and the Uses and Gratifications Theory. Results The findings reveal a strong, positive correlation between AI-based personalisation and engagement. AI-based personalisation has significantly improved satisfaction, loyalty, and purchase intent. Age and education were ranked among the most critical moderators, and gender differences were not substantial. Conclusions The study is informative for both theory and practice, as it provides insights into strategies for maximising customer contact through prudent personalisation under new market conditions.

Suggested Citation

  • Emini Adelina & Budić Hrvoje & Klopotan Igor, 2025. "AI-Driven Personalisation and Customer Engagement in Social Commerce: Evidence from Kosovo," Business Systems Research, Sciendo, vol. 16(2), pages 145-167.
    • Handle: RePEc:bit:bsrysr:v:16:y:2025:i:2:p:145-167:n:1007
    DOI: 10.2478/bsrj-2025-0022
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    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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