Abstract
The main purpose of this paper is to address the impact of social media on the performance of businesses, specifically on businesses in Kosovo. While technology is advancing more and more, social media has become routine for every business, especially for businesses that use these social media to improve their performance in various ways such as: achieving business objectives, increasing sales, and building their brand image through social media (Ile et al., 2018). The research method used in this scientific paper is based on the international scientific literature and the practical experience of the authors with a focus on improving decision-making in order to increase sales to various businesses. We focused on the collection and processing of primary data by formulating two questionnaires, one for consumers and one for businesses regarding the impact of networks social in making decisions for purchasing products and increasing the quality of decisions from businesses to increase sales to businesses. From the results of this study, we were able to conclude that social media in general has a positive impact on improving the performance of businesses, especially Kosovar businesses. Also, the results show that a significant part of Kosovar businesses can adapt to the trends that technology is bringing and we can say that the future will send even more to the use of different platforms that enable online sales.
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