The impact of social media on consumer behavior – Case study Kosovo

Most studies show that the Internet and social media usage is changing consumer behav-ior,a modern trend also witnessed in developing countries such as Kosovo. This paper will offer an overview on how the consumers use social media in the stages of decision making process and the psychographic variables that influence their behavior. A survey of 120 consumers selected randomly in the capital city of Pristina was conducted, to find out to what extent they are impact-ed by the use of social media, and what role does it play in their decision making process. Around 59% of the respondents reported to have made unplanned buying decisions based on the information obtained in the Internet, and 61.5% of them declared to be motivated for buying by social media reviews of their friends. The implication of these findings suggests in what segment businesses in Kosovo should focus their market research and marketing strategy.

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