Abstract

The purpose of this Honors project paper is to explore the current trends of social media marketing in Kosovo. More specifically, the study aims at determining what the most used social media outlets are, what viewpoints do representatives of various companies have on the credibility of social media as a marketing channel and whether they measure the effectiveness of their social media campaigns. Furthermore, the study’s aim is to explore the other side of the picture; how responsive are customers to marketing campaigns perpetrated in social media and how is their purchasing behavior influenced by these campaigns. The research methodology for this paper includes literature review, in-depth interviews and surveys.

Publication Date

5-31-2017

Document Type

Senior Project

Student Type

Undergraduate

Advisor

Venera Demukaj

Comments

Honors project

Campus

RIT Kosovo

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