The Social Media Economy in Kosovo: How Influencers Shape Consumer Behavior

The purpose of this study is to examine the influence of social media influencers on consumption patterns in Kosovo. The research is based on a representative sample of the population and employs advanced statistical tools via SPSS software for data analysis. Social media platforms such as Facebook, Instagram, and TikTok are increasingly shaping consumer behavior, particularly through individuals who exert significant public influence. The analysis indicates that influencers are not merely product promoters, but also key agents in shaping consumer identity. The results show a statistically significant correlation between consumer activity and the following of influencers on social media, with notable effects in the areas of fashion, cosmetics, technology, and tourism. These findings highlight the substantial economic potential arising from strategic engagement with influencers. The study also recommends that policymakers undertake measures to better regulate the digital marketplace and protect consumers from manipulative influences.