WEB MARKETING AND SME PERFORMANCE IN ALBANIA

Blerim Kola () and Jehona Gjermizi ()
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Blerim Kola: s, University “A. Moisiu”, Durres
Jehona Gjermizi: LOGOS University,Tirane

Management Strategies Journal, 2023, vol. 60, issue 2, 149-154

Abstract: This article deals with contribution of web marketing to overall SMEs’ effectiveness and hypothesizes that web marketing has an impact on SMEs’ effectiveness. An analysis of the data in the sample of the Albanian SME-s is used to address the research question regarding the relationship between two concepts. This research will confirm the positive or negative relationship between dependent variable web marketing and the independent variable SMEs’ effectiveness. This article also deals with one of the problems for web marketing practice – its value, or more specifically, the contribution of web marketing to overall SME effectiveness. Some SMEs invest significant expenditure in web marketing. Often web marketing professionals want to prove how much value web marketing has to an organization, for example how much web marketing increases profits, contribute to market share, and support customer satisfaction. This article attempts to examine the effect of web marketing on SMEs’ effectiveness in Albania. So the research question is: “Can web marketing have an impact and improve SMEs’ effectiveness in Albania?” Research into measures of web marketing and SMEs’ effectiveness and their relationship reflects this important issue. In this article, we question the possibility of linking web marketing activities to overall SME’ effectiveness.

Keywords: Web marketing; SMEs; effectiveness; Albania (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:60:y:2023:i:2:p:149-154

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