The Impact of Selected Online Marketing Channels on Sales Performance: The Moderating Effects of Company Age

Asdren Toska (), Jusuf Zeqiri () and Rasim Zuferi ()
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Asdren Toska: South East European University
Jusuf Zeqiri: South East European University
Rasim Zuferi: South East European University

Chapter Chapter 2 in Economic Resilience and Sustainability - Vol. 2, 2026, pp 19-32 from Springer

Abstract: Abstract This study aims to analyze the effects of online marketing channels—specifically social media and web marketing on sales performance focused on the context of Kosovo using the moderating effect of company age. The study adopts a quantitative approach, utilizing a structured questionnaire to collect data from Kosovar companies operating online context. Structural equation modeling (SEM) with Smart PLS4 was used to analyze the data collected from 179 business respondents in Kosovo. The findings indicate that social media has a positive statistically significant impact on sales performance, while web marketing does not. However, company age does not significantly moderate the relationship between these channels and sales performance. The study will provide important empirical evidence that will contribute to the online marketing literature and enrich the academic debate on this dynamic field. The theoretical implications are highlighted by the fact that no studies conducted in emerging markets, especially in the Western Balkans, have analyzed the moderating effect of company age on sales performance in the online context. Therefore, this study will increase the scientific debate by bringing empirical evidence from Kosovo as an emerging market country.

Keywords: Company age; Online marketing; Social media; Web marketing (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-04214-9_2

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DOI: 10.1007/978-3-032-04214-9_2

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