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

Tringa Dança Hoti

International Journal of Technology Transfer and Commercialisation2025https://doi.org/10.1504/ijttc.2025.146535article
AJG 1
Weight
0.50

What the paper says

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.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijttc.2025.146535

Or copy a formatted citation

@article{tringa2025,
  title        = {{The influence of social media on consumer purchase decisions and sales increment of businesses owned by women in Kosovo}},
  author       = {Tringa Dança Hoti},
  journal      = {International Journal of Technology Transfer and Commercialisation},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijttc.2025.146535},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.