THE DEVELOPMENT OF ONLINE MARKETING IN ALBANIA IN 2019–2023
THE DEVELOPMENT OF ONLINE MARKETING IN ALBANIA IN 2019–2023

Summary/Abstract: Aim: In recent years, social media has become a very popular tool for companies that want to advertise theirproducts and services and attract the right number of customers. This article aims to indicate how socialmedia and digital marketing in Albania influence consumer behavior using marketing techniques. Method:To achieve the aim desk research and survey research were used. The information required to addressthe study questions was gathered via a semi-structured online questionnaire with nine questions, mostof which were single-choice. Young and middle-aged Albanians were sampled in October 2023 using a pur-poseful random method. The questions included in the questionnaire allowed us to indicate, how users reactto advertisements on different social media platforms and to the content found on these networks. Results:According to the findings, social media influences digital marketing, with Instagram being the primary plat-form for online product purchases. Older individuals use websites less for online shopping (even becausethey need to use a foreign language). In contrast, younger or middle-aged people use social media more formarketing or purchasing. While its use is not yet a habit for many people, it is a noticeable trend. Also, thevisual part of an advertisement increases the chances of spending money on the product that is being adver-tised. Conclusions: During 2019‒2024, online marketing in Albania has become more important and this trendwould be increasing in future. It adds to company revenue and influences economic development on a largerscale. However, certain limitations prevent making definitive recommendations for the future, as the number ofresponses was restricted to just 50; this study acts as a guide for additional related research in the coming years.

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