The Impact of Digital Marketing on Brands and their Offers to Consumers in Confectionery Industry

Marketing remains a challenging activity for enterprises, including manufacturing firms in Kosovo. Social media has become a crucial tool for influencing consumer behavior, shaping perceptions of product quality, and building trust. This study evaluates how social media marketing strategies impact purchasing decisions and long-term consumer relationships with AMO and LIRI markets. Using both literature and data from 70 respondents, the research reveals that digital marketing significantly boosts sales, enhances brand awareness, and increases customer retention. The findings also highlight the growing influence of enterprise activities on consumer choices in Kosovo. For digital marketing to be effective, businesses must invest in skilled personnel, as well as technological and financial resources. The study concludes by recommending that marketers and managers leverage the power of social media to drive growth, strengthen brand loyalty, and remain competitive in the digital landscape.