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Digital Marketing Effect on Value Creation and Customer Satisfaction: Empirical Analysis of Textile Industry in Emerging Countries

In: Economic Resilience and Sustainability - Vol. 2

Author

Listed:
  • Jona Hoxhaj

    (South East European University, Faculty of Business and Economy)

  • Gadaf Rexhepi

    (South East European University, Faculty of Business and Economy)

  • Jusuf Zeqiri

    (South East European University, Faculty of Business and Economy)

  • Sadudin Ibraimi

    (South East European University, Faculty of Business and Economy)

Abstract

This study aimed to evaluate the impact of digital marketing on value creation and customer satisfaction in the textile industry. A quantitative approach was used, with data collected from 92 respondents through a structured questionnaire. The data were analyzed using the PLS-SEM method. The findings revealed a significant positive relationship between digital marketing and both customer satisfaction and value creation. A literature review supported the development of a conceptual framework to address the research gap. Practically, this study provides textile companies in Kosovo with valuable insights into digital marketing strategies, helping them understand customer expectations and improve engagement. These findings can guide firms in designing effective marketing strategies to enhance value and strengthen customer satisfaction.

Suggested Citation

  • Jona Hoxhaj & Gadaf Rexhepi & Jusuf Zeqiri & Sadudin Ibraimi, 2026. "Digital Marketing Effect on Value Creation and Customer Satisfaction: Empirical Analysis of Textile Industry in Emerging Countries," Springer Proceedings in Business and Economics, in: Abdylmenaf Bexheti & Veland Ramadani & Hyrije Abazi-Alili & Christina Theodoraki & Gadaf Rexhepi & B (ed.), Economic Resilience and Sustainability - Vol. 2, chapter 0, pages 405-421, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-04214-9_25
    DOI: 10.1007/978-3-032-04214-9_25
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