THE IMPACT OF SOCIAL NETWORKS ON THE CONSUMER BEHAVIOR OF YOUNG PEOPLE - A CASE FROM ALBANIA
DOI:
https://doi.org/10.58246/sj-economics.v56i1.678Keywords:
social media, marketing communication, young consumers, AlbaniaAbstract
The purpose of this research is to identify the extend of the impact of social networks into the behavior of young consumers in Albania. Research question was formulated as following: “What are the main characteristics of young consumers behavior in Albania?”. The research methodology is typically qualitative and consists in a survey with 120 randomly chosen students at the Faculty of Economics at University of Tirana. Based on the literature review on the subject, a questionnaire was drafted, including several questions asking about different characteristics of behavior of young people under the effect of digital marketing strategies of business companies in social media. Results show a rather high impact of social media on young consumers purchasing decisions.
References
Alturki H., and Fayyoumi, A. (2014). Knowing Customers Better: An Experimentation of Twit Marketing in the e-Commerce Industry. International Journal of Advanced Corporate Learning 7.26-29
Efendioglu, I. H., & Durmaz, Y. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users. arXiv preprint arXiv:2209.13596.
Efendioglu, I. H. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190.
Farooq, F. and Jan Z. (2012). The Impact of Social Networking to Influence Marketing through Product Reviews. International Journal of Information and Communication Technology Research 2.627-637
Karahan, A. K. (2011). To Be or Not To Be in Social Media Arena as the Most Cost-Efficient Marketing Strategy after the Global Recession. Procedia - Social and Behavioral Sciences 24(13):260-268.
Lajnef, K. (2023). The effect of social media influencers' on teenagers Behavior: an empirical study using cognitive map technique. Curr Psychol 42, 19364–19377. https://doi.org/10.1007/s12144-023-04273-1
Seth, A., Cao, J., Shi, X., Dotsch, R., Liu, Y., & Bos, M. W. (2023, April). Cultural differences in friendship network behaviors: A snapchat case study. In Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems (pp. 1-14).
Solis, B. (2011). The State of Social Media 2011: Social is the new normal. Business Growth, New Media, Social Media, https://briansolis.com/2011/10/state-of-social-media-2011/ accessed on 11.04.2024
SuganthaLakshmi, M. S. (2012). Social Media Marketing. Life Science Journal 9(4):4444-4451.
Taber, K.S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Res Sci Educ 48, 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Uitz, Iris. (2012). Social Media – Is It Worth the Trouble?. Journal of Internet Social Networking & Virtual Communities. 2012. 10.5171/2012.313585.
Wu, A. (2010). Detecting professional versus personal closeness using an enterprise social network site. CHI '10 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. ISBN: 978-1-60558-929-9.
Yaakop, A. (2013). Like It or Not: Issue of Credibility in Facebook Advertising. Asian Social Science. 9. 10.5539/ass.v9n3p154.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Petrit Dollani, Ana Brici
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
CC-By licence - allows a work to be copied, modified, distributed, presented and performance of a work only on the condition that the original author is credited. It is a licence guaranteeing the broadest freedoms for the licensee.
