The Impact of Email Marketing, Online Advertising and social media On the Consumer Decision-Making Process

Abstract

This paper aims to present the impact of online communication channels in the consumer decision-making process. Through this research we will create knowledge about the Kosovo market and the impact of these channels (Email Marketing, Online Advertising and Social Media). The paper is based on empirical analysis, for sampling probabilistic samples were selected (simple random sample), part of the sample are 200 consumers in Kosovo. Data were collected through an online questionnaire. The data were analyzed and processed with SPSS program, while the study hypotheses were verified through factor analysis (Principal Component Analysis-PCA) and multiple regression analysis. From the results of this study we conclude that digital channels such as: social media and online advertising have a positive impact on the consumer decision-making process while e-mail marketing does not have a high impact on this process.