The effect of social media marketing compared to traditional marketing on sales: A study of enterprises in Kosovo

Abstract

The aim of this paper is to analyse whether there is an impact of some key marketing components, in particular the advertising, promotion, public relations, campaigns, and consumer services on enterprise sales, before and after applying social media tools and techniques. The methodology used in this paper is based on statistical primary data analysis procedure. The data was gathered through structured questionnaires, conducted mainly in marketing department with key marketing management representatives, in 120 enterprises in Kosovo. The sampling was based on the deliberating techniques. In order to test the main hypothesis of the research, whether there was a specific change in the sales of the enterprise, before and after applying social media marketing tools and techniques, a variance coefficient analysis was performed using in specific paired sample t-test analysis through SPSS. The data shows that in all cases, the results of the paired sample t-test were statistically significant. Moreover, there was a significant average difference between each paired group. In all cases, the means of the groups paired through this research from advertising, promotion, public relations, campaigns, consumer services, the sales were higher in social media contest compared to traditional contest.