UNDERSTANDING SOCIAL MEDIA MARKETING ACTIVITIES IN WESTERN BALKANS:EMPIRICAL INSIGHTS FROM KOSOVO

Visar Rrustemi and Gezim Jusufi
Additional contact information
Visar Rrustemi: University of Prishtina, Faculty of Economics
Gezim Jusufi: University of Prishtina, Faculty of Economics

Ekonomski pregled, 2021, vol. 72, issue 6, 869-893

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.

Keywords: Digital Marketing; Social media; Kosovo; Western Balkan; SMEs. (search for similar items in EconPapers)
JEL-codes: L82 M30 M49 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.32910/ep.72.6.4 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hde:epregl:v:72:y:2021:i:7:p:869-893

Ordering information: This journal article can be ordered from
Ekonomski pregled, Hrvatsko društvo ekonomista, Heinzelova 4a, 10000 Zagreb, Croatia
http://www.hde.hr/pregled_en.aspx

Access Statistics for this article

Ekonomski pregled is currently edited by Josip Tica

More articles in Ekonomski pregled from Hrvatsko društvo ekonomista (Croatian Society of Economists) Contact information at EDIRC.
Bibliographic data for series maintained by Josip Tica ().