Open AccessUnderstanding Social Media Marketing activities in Western Balkans
Author(s) -
Visar Rrustemi,
Gezim Jusufi
Publication year - 2021
Publication title -
ekonomski pregled
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.134
H-Index - 9
eISSN - 1848-9494
pISSN - 0424-7558
DOI - 10.32910/ep.72.6.4
Subject(s) - social media , social media marketing , marketing , probit model , business , digital marketing , small and medium sized enterprises , probit , sample (material) , political science , economics , finance , law , econometrics , chemistry , chromatography
Digital marketingactivities through social media are being developed extensively by firms in theWestern Balkans region, therefore the purpose of this paper is to investigatethe impact of social media marketing activities on increasing sales of SMEs inthe Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturingSMEs, we have researched the impact of digital marketing activities which arecarried out through social media, on increasing the sales or turnover of theseSMEs. The achieved results were analyzed through probit regression. The resultsshow 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 ofconsumers expressed on social media. They design their business policies basedon the comments and opinions received from online consumers. This empiricalresearch provides data on the implementation of social media marketingactivities by SMEs in the Western Balkans region.