Network Characteristics Of Advertising Portals: Fostering Web Marketing Development In Albania

Abstract

Purpose: The main purpose of this study is to identify the peculiarities of advertisements in Albanian online portals. Also, it aims to introduce us to a general picture of advertisements used by Albanian online portals, as well as highlight their special elements. Monitoring and analysis of the content of advertisements in some of the most popular Albanian portals as well as studies by specialists in the field who know very well this part of the world and very little in Albania is another point at which the work will focus. Methodology: The paper is a descriptive study of the literature of digital marketing in the Albanian portals. Qualitative methods are used in the development of the paper, browsing mainly foreign literature, by reviewing different scientific papers, as well as a direct observation has been carried out to support the analysis of the peculiarities of advertisements on online portals in the period January-June 2023. Findings: The application of advertising in Albania has gone through two stages, firstly we have the publication of the portal’s own advertisements; in the second phase, we have a further development of technology, online portals were developed even more, and we have the orientation of advertisers towards the Internet, showing mostly local ads on these portals, then we have the application of non-local, mostly foreign ads. Value: This study can serve as a starting point for more in-depth studies in this field, focusing on the specific elements of advertising in online portals in Albania.