The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing. Objectives: This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption. Methods/Approach: The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM). Results: Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs. Conclusions: SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.

Background: Digital payment systems have already become the key to transforming financial services in emerging markets, but their usage remains highly dependent on user trust, perceptions of usefulness and convenience, and the availability of favourable conditions. Objectives: This research sought to investigate how consumer trust and adoption of digital payment platforms depend on variables, drawing on the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and a multidimensional trust theory. Methods/Approach: A quantitative survey of 500 respondents across four emerging-market regions was conducted. The relationship among performance expectancy, effort expectancy, social influence, facilitating conditions, and the three trust dimensions was analysed using structural equation modelling (SEM). Results: Performance expectancy, facilitating conditions, and trust-related constructs were strong predictors of behavioural intention to use digital payments, and actual system utilisation was strongly predicted by behavioural intention. Trust was identified as mediating the users’ technological perceptions and their intentions to adopt. Qualitative implications revealed issues of security, data privacy, and infrastructural inconsistency that continued to influence user reluctance and perceptions of risk. Conclusions: The results highlight the roles of trust-building mechanisms, effective user support systems, and regulatory assurance in promoting digital financial inclusion in emerging markets.

Background: The study aims to examine the role of artificial intelligence-oriented personalisation in customer interaction of social commerce platforms in the developing market, such as Kosovo. Objectives: A quantitative design was used, and 312 active users were sampled, with surveys offered to all demographic segments. Methods/Approach: The customer’s behaviour was conceptualised using the Technology Acceptance Model, the Stimulus-Organism-Response theory, and the Uses and Gratifications Theory. Results: The findings reveal a strong, positive correlation between AI-based personalisation and engagement. AI-based personalisation has significantly improved satisfaction, loyalty, and purchase intent. Age and education were ranked among the most critical moderators, and gender differences were not substantial. Conclusions: The study is informative for both theory and practice, as it provides insights into strategies for maximising customer contact through prudent personalisation under new market conditions.