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Aim: In recent years, social media has become a very popular tool for companies that want to advertise their products and services and attract the right number of customers. This article aims to indicate how social media and digital marketing in Albania influence consumer behavior using marketing techniques. Method: To achieve the aim desk research and survey research were used. The information required to address the study questions was gathered via a semi-structured online questionnaire with nine questions, most of which were single-choice. Young and middle-aged Albanians were sampled in October 2023 using a purposeful random method. The questions included in the questionnaire allowed us to indicate, how users react to advertisements on different social media platforms and to the content found on these networks. Results: According to the findings, social media influences digital marketing, with Instagram being the primary platform for online product purchases. Older individuals use websites less for online shopping (even because they need to use a foreign language). In contrast, younger or middle-aged people use social media more for marketing or purchasing. While its use is not yet a habit for many people, it is a noticeable trend. Also, the visual part of an advertisement increases the chances of spending money on the product that is being advertised. Conclusions: During 2019‒2024, online marketing in Albania has become more important and this trend would be increasing in future. It adds to company revenue and influences economic development on a larger scale. However, certain limitations prevent making definitive recommendations for the future, as the number of responses was restricted to just 50; this study acts as a guide for additional related research in the coming years.
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