The Impact of Marketing Strategies on Consumer Behavior: Case Study North Macedonia

Blerina Zendeli (), Jusuf Zeqiri (), Teuta Veseli-Kurtishi () and Rasim Zuferi ()
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Blerina Zendeli: South East European University, Faculty of Business and Economics
Jusuf Zeqiri: South East European University, Faculty of Business and Economics
Teuta Veseli-Kurtishi: South East European University, Faculty of Business and Economics
Rasim Zuferi: South East European University, Faculty of Business and Economics

Chapter Chapter 33 in Economic Resilience and Sustainability - Vol. 2, 2026, pp 539-558 from Springer

Abstract: Abstract This study investigates the impact of social media presence on consumer behavior in North Macedonia, focusing on brand perception, purchase intention, and customer loyalty. Using data from 155 survey respondents, Structural Equation Modeling (SEM) and bootstrapping techniques were applied to test hypotheses and mediating effects. Results show that social media presence significantly enhances brand perception and customer loyalty but has no direct influence on purchase intention. Brand perception partially mediates the link between social media and purchase intention, while customer loyalty fully mediates it. These findings emphasize the importance of trust-building and authentic engagement. The study offers insights for businesses in emerging markets and recommends strategies tailored to North Macedonia’s context, encouraging future cross-national and longitudinal research.

Keywords: Social media presence; Brand perception; Purchase intention; Customer loyalty; Marketing strategies; Emerging markets (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_33

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DOI: 10.1007/978-3-032-04214-9_33

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