Marketing social media of enterprises in Kosovo as a developing country. Challenges and benefits.
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Keywords:
Marketing, Social Media, Enterprises, Sales, Consumers, Benefits, BarriersAbstract
The primary aim of this study is to investigate the impact of social media marketing on the sales
performanceof businesses in Kosovo and to analyze the use of key social media indicators from the
perspective of business consumers in the country. The research methodology is based on both quantitative
and qualitative approaches. Quantitative data were collected through structured and semi-structured
questionnaires. These questionnaires were distributed to marketing managers or individuals responsible for
marketing in approximately 120 businesses in Kosovo, selected through purposive sampling, as well as to
400 consumers selected through probabilistic cluster sampling.
Three hypotheses were formulated and tested using ANOVA and SPSS software. In addition, cross
tabulation analysis was employed to interpret statistics regarding the most commonly used categories of
social media, the purposes of use, and the frequency of use by both enterprises and individuals in Kosovo.
The research findings reveal a noticeable increase in business sales as a result of the influence of social
media marketing elements when compared to the effects of traditional marketing components.
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