Title: The influence of social media on consumer purchase decisions and sales increment of businesses owned by women in Kosovo

Authors: Tringa Danca Hoti

Addresses: South East European University, Ilindenska No. 335, 1200 Tetovo, North Macedonia

Abstract: The primary objective of this research paper was to analyse and evaluate the impact of social media on sales increase for businesses owned by women, particularly in the context of the shift from traditional to online marketing. Specifically, it examines how communication through social media platforms influences sales growth for women entrepreneurs in Kosovo. To gather primary data, a structured questionnaire was employed, yielding 50 responses from participants in Kosovo via Google Forms as the online survey tool. The findings indicate that social media significantly contributes to an increase in sales, especially for women-owned businesses. Consumers are increasingly relying on social media to discover and purchase products, often bypassing traditional in-store visits. This frequent exposure to products via social media can result in impulse purchases, further boosting sales for female entrepreneurs. For data analysis, SPSS was utilised to perform descriptive statistics, frequency tables, charts, and Chi-square tests, while t-tests were employed to test the hypotheses. This study enhances the existing literature by highlighting how social media marketing impacts the sales performance of businesses owned by women.

Keywords: social media; marketing; sales increment; women entrepreneurs; online marketing; advertising.

DOI: 10.1504/IJTTC.2025.146535

International Journal of Technology Transfer and Commercialisation, 2025 Vol.21 No.3, pp.210 - 218

Received: 16 Nov 2024
Accepted: 08 Dec 2024
Published online: 02 Jun 2025 *

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