International Journal For Multidisciplinary Research

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Assessing the Perceptions of Respondents Regarding the Influencing Factors in the Application of Digital Marketing by Albanian Businesses, Case Study - Tirana

Author(s) Zhaneta NDREGJONI, Ledia SULA, Liljana ELMAZI
Country Albania
Abstract Owners/managers of small and medium-sized businesses are usually constrained by their financial resources and may perceive solutions for digital marketing in the market as unavailable or lacking in quality. Expanding the "Do It Yourself" (DIY) behavior model to owners or managers in using digital marketing activities is crucial because they often have to take on a variety of business activities with little or no training.
The application of digital marketing depends heavily on the skills of owners and managers to perform such tasks successfully. Therefore, the aim of this study is to investigate the individual characteristics of owners/managers, such as education, training, etc., in the application of technology and digital marketing.
The research is quantitative and has been conducted through a structured questionnaire. The research takes a proactive approach to the development of small and medium-sized businesses by applying digital marketing. Thus, through this study, we have analyzed the influencing factors on Albanian businesses in the field of digital marketing. The research was conducted through a questionnaire distributed via Google Forms to the official email addresses of small and medium-sized businesses in Albania.
Keywords managers, SME (small and medium-sized enterprises), application, digital marketing
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-11-13
Cite This Assessing the Perceptions of Respondents Regarding the Influencing Factors in the Application of Digital Marketing by Albanian Businesses, Case Study - Tirana - Zhaneta NDREGJONI, Ledia SULA, Liljana ELMAZI - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8870
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.8870
Short DOI https://doi.org/gs4xn9
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