Year: 2023
Type: article
Study design: Observational Study
Abstract: Purpose: In this research, we focus on the role digital marketing has in shaping consumer behavior in Albania. Methodology: We conducted a survey in the capital of Albania to understand how trustworthy the WOM technique to consumers is and how valuable it is found to companies that rely on it to sell. Findings: Results indicated that social media has built a positive reputation, as a good sales channel, and that companies should continue investing in digital advertising on social media because it can increase sales and brand image if done properly. Furthermore, companies that do not have a presence on popular social media outlets or have no strategy implemented on their outlets suffer from lack of brand recognition. Value: Consumer interactions with brands are rapidly changing, due to advances in digital technologies and marketing channels of social media. Marketers nowadays seek to grab more consumer attention on social media than on the physical medium to promote their products or services.
Source: Economicus
DOI: 10.58944/misk1763
Institution: European University of Tirana
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4391332012