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

Jona Hoxhaj (), Gadaf Rexhepi (), Jusuf Zeqiri () and Sadudin Ibraimi ()
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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

Chapter Chapter 25 in Economic Resilience and Sustainability - Vol. 2, 2026, pp 405-421 from Springer

Abstract: 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.

Keywords: Digital marketing; Social media marketing; Value creation; Customer satisfaction; Transition economy; M31; M37 (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_25

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DOI: 10.1007/978-3-032-04214-9_25

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