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Understanding Social Media Marketing Activities In Western Balkans:Empirical Insights From Kosovo

Author

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  • Visar Rrustemi

    (University of Prishtina, Faculty of Economics)

  • Gezim Jusufi

    (University of Prishtina, Faculty of Economics)

Abstract

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

Suggested Citation

  • Visar Rrustemi & Gezim Jusufi, 2021. "Understanding Social Media Marketing Activities In Western Balkans:Empirical Insights From Kosovo," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 72(6), pages 869-893.
    • Handle: RePEc:hde:epregl:v:72:y:2021:i:7:p:869-893
    DOI: 10.32910/ep.72.6.4
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    Cited by:

    1. Vehbi Ramaj & Anita Cucovic & Gezim Jusufi, 2022. "Innovation as a Success Key for Manufacturing SMEs: Empirical Insights from Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 113-127.

    More about this item

    Keywords

    Digital Marketing; Social media; Kosovo; Western Balkan; SMEs.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M49 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Other
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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