References
- 1. Aaker, D. A. (1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, The Free Press, New York.
- 2. Baltes, L. P. (2015), “Content marketing-the fundamental tool of digital marketing”, Bulletin of the Transilvania University of Brasov: Economic Sciences Series, Vol. 8 No. 2, p. 111-118.
- 3. Chevalier, J. A., Mayzlin, D. (2006), “The effect of word of mouth on sales: Online book reviews”, Journal of marketing research, Vol. 43 No. 3, pp. 345-354.10.1509/jmkr.43.3.345
- 4. Cole, H. S., DeNardin, T., Clow, K. E. (2017), “Small service businesses: Advertising attitudes and the use of digital and social media marketing”, Services Marketing Quarterly, Vol. 38 No. 4, pp. 203-212.10.1080/15332969.2017.1394026
- 5. Davis, F. D. (1989), “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, Vol. 13 No. 3, pp. 319-340.10.2307/249008
- 6. Ejupi, R. (2017), “The use of Social Media as a marketing tool in Kosovo: Current trends and opportunities”, available at https://scholarworks.rit.edu/theses/9478 (12 March 2021)
- 7. Elgendy, N., Elragal, A. (2014), “Big data analytics: A literature review paper”, In Industrial Conference on Data Mining, Springer International Publishing, Berlin, pp. 214-227.10.1007/978-3-319-08976-8_16
- 8. Fornell, C., Larcker, D. F. (1981), “Structural equation models with unobservable variables and measurement error: Algebra and statistics”, Journal of Marketing Research, Vol. 18 No. 3, pp. 328-388.10.1177/002224378101800313
- 9. Gnanasambandam, C., Madgavkar, A., Kaka, N., Manyika, J., Chui, M., Bughin, J., Gomes, M. (2012), “Online and upcoming: the internet’s impact on India”, available at https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/high%20tech/pdfs/online_and_upcoming_the_internets_impact_on_india.pdf (10 May 2021)
- 10. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Thiele, K. O. (2017), “Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods”, Journal of the Academy of Marketing Science, Vol. 45 No. 5, pp. 616-632.10.1007/s11747-017-0517-x
- 11. Hanssens, D. M., Pauwels, K. H. (2016), “Demonstrating the value of marketing”, Journal of Marketing, Vol. 80 No. 6, pp. 173-190.10.1509/jm.15.0417
- 12. Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen Jr, D. J., Hair, J. F., Hult, G. T. M., Calantone, R. J. (2014), “Common beliefs and reality about PLS: Comments on Rönkkö and Evermann”, Organizational research methods, Vol. 17 No. 2, pp. 182-209.10.1177/1094428114526928
- 13. Hewett, K., Rand, W., Rust, R. T., Van Heerde, H. J. (2016), “Brand buzz in the echoverse”, Journal of Marketing, Vol. 80 No. 3, pp. 1-24.10.1509/jm.15.0033
- 14. Järvinen, J., Tollinen, A., Karjaluoto, H., Jayawardhena, C. (2012), “Digital and social media marketing usage in B2B industrial section”, Marketing Management Journal, Vol. 22 No. 2, pp. 102-117.
- 15. Jashari, F., Rrustemi, V. (2017), “The impact of social media on consumer behavior–Case study Kosovo”, Journal of Knowledge Management, Economics and Information Technology, Vol. 7 No. 1, pp. 1-21.
- 16. Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., Buckley, N. (2015), “Strategy, not technology, drives digital transformation”, MIT Sloan Management Review and Deloitte University Press, available at https://sloanreview.mit.edu/projects/strategy-drives-digital-transformation/ (12 May 2021)
- 17. Keller, K. L. (2001), “Building Customer-based Brand Equity”, Marketing Management, Vol.10 No. 2, pp. 14-19.
- 18. Knobel, M., Lankshear, C. (2010), DIY Media: Creating, Sharing and Learning with New Technologies, Peter Lang, New York.
- 19. Kock, N. (2015), “Common method bias in PLS-SEM: A full collinearity assessment approach”, International Journal of e-Collaboration, Vol. 11 No. 4, pp. 1-10.10.4018/ijec.2015100101
- 20. Lacka, E., Chong, A. (2016), “Usability perspective on social media sites’ adoption in the B2B context”, Industrial Marketing Management, Vol. 54 No. 2, pp. 80-91.10.1016/j.indmarman.2016.01.001
- 21. Lusch, R. F., Vargo, S. L., O’Brien, M. (2007), “Competing through service: Insights from service-dominant logic”, Journal of retailing, Vol. 83 No. 1, pp. 5-18.10.1016/j.jretai.2006.10.002
- 22. Michaelidou, N., Siamagka, N. T., Christodoulides, G. (2011), “Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands”, Industrial marketing management, Vol. 40 No. 7, pp. 1153-1159.10.1016/j.indmarman.2011.09.009
- 23. Moe, W. W., Trusov, M. (2011), “The value of social dynamics in online product ratings forums”, Journal of Marketing Research, Vol. 48 No. 3, pp. 444-456.10.1509/jmkr.48.3.444
- 24. Mullatahiri, V., Ukaj, F. (2019), “The effects of e-Marketing communications on brand loyalty: The case of mobile telephone operators in Kosovo”, The Journal of Distribution Science, Vol. 17 No. 6, pp. 15-23.10.15722/jds.17.6.201906.15
- 25. Pejić Bach, M., Spremić, M., Suša Vugec, D. (2018), “Integrating Digital Transformation Strategies into Firms: Values, Routes and Best Practice Examples”, in Novo Melo, P., Machado, C. (Eds.), Management and Technological Challenges in the Digital Age, Taylor & Francis Group: CRC press, Boca Raton, Florida, pp. 107-128.10.1201/9781351238922-5
- 26. Pejić Bach, M., Zoroja, J., Čeljo, A. (2017), “An extension of the technology acceptance model for business intelligence systems: project management maturity perspective”, International Journal of Information Systems and Project Management, Vol. 5 No. 2, pp. 5-21.10.12821/ijispm050201
- 27. Peter, M. K., Dalla Vecchia, M. (2021), “The Digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms”, in Dornberger, R. (Ed.), New Trends in Business Information Systems and Technology, Springer, Springer Nature Switzerland AG, pp. 251-265.10.1007/978-3-030-48332-6_17
- 28. Rahman, S. A., Amran, A., Ahmad, N. H., Taghizadeh, S. K. (2016), “Enhancing the wellbeing of base of the pyramid entrepreneurs through business success: the role of private organizations”, Social Indicators Research, Vol. 127 No. 1, pp. 195-216.10.1007/s11205-015-0951-4
- 29. Ritz, W., Wolf, M., McQuitty, S. (2019), “Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models”, Journal of Research in interactive Marketing, Vol. 13 No. 2, pp. 179-203.10.1108/JRIM-04-2018-0062
- 30. Sun, H. (2013), “A longitudinal study of herd behavior in the adoption and continued use of technology”, Mis Quarterly, Vol. 34 No.4, pp. 1013-1041.10.25300/MISQ/2013/37.4.02
- 31. Taiminen, H. M., Karjaluoto, H. (2015), “The usage of digital marketing channels in SMEs”, Journal of Small Business and Enterprise Development, Vol. 22 No. 4, pp. 633-651.10.1108/JSBED-05-2013-0073
- 32. Tiago, M. T. P. M. B., Verissimo, J. M. C. (2014), “Digital marketing and social media: Why bother?”, Business horizons, Vol. 57 No. 6, pp. 703-708.10.1016/j.bushor.2014.07.002
- 33. Ursachi, G., Horodnic, I. A., Zait, A. (2015), “How reliable are measurement scales? External factors with indirect influence on reliability estimators”, Procedia Economics and Finance, Vol. 20 No. 15, pp. 679-686.10.1016/S2212-5671(15)00123-9
- 34. Venkatesh, V., Morris, M. G. (2000), “Why don’t men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior”, MIS quarterly, Vol. 24 No.1, pp. 115-139.10.2307/3250981
- 35. Wen, W., Yamashita, A., Asama, H. (2015), “The influence of goals on sense of control”, Consciousness and Cognition, Vol. 37 Supplement C, pp. 83-90.10.1016/j.concog.2015.08.012
- 36. Wolf, M., McQuitty, S. (2011), “Understanding the do-it-yourself consumer: DIY motivations and outcomes”, AMS Review, Vol. 1 No. 3, pp. 154-170.10.1007/s13162-011-0021-2
- 37. Wolf, M., McQuitty, S. (2013), “Circumventing traditional markets: An empirical study of the marketplace motivations and outcomes of consumers’ do-it-yourself behaviors”, Journal of Marketing Theory and Practice, Vol. 21 No. 2, pp. 195-210.10.2753/MTP1069-6679210205
- 38. Zeqiri, J., Kareva, V., Alija, S. (2020), “The impact of blended learning on students’ performance and satisfaction in South East European university”, in Proceedings of the ENTRENOVA-ENTerprise REsearch InNOVAtion Conference, Vol. 6 No.1, pp. 233-244.