The Impact of Digital Advertising on Consumer Awareness of New Products
Session
Management Business and Economics
Description
Digital Advertising, as a modern and new type of promotion channel, has shown great transformation in product awareness and consumer behavior over the last decade. Consumers nowadays can access many digital platforms and are now more exposed than ever to marketing content, which plays a crucial role in shaping their awareness and perception of new products. The aim of this paper is to is to analyze whether digital advertising campaigns can effectively impact consumer awareness and perception for new products in Kosovo based companies. The research will focus on several fundamental aspects including the effectiveness of social media and online advertising, the impact of personalized content, and the engagement generated through these platforms for new products. The methodology used for this paper is based on quantitative data analysis. The study population consists of 210 randomly selected respondents who represent the group of consumers who are active in using digital marketing such as advertising on social networks. Data was collected through a structured questionnaire distributed to respondents to gather relevant information on the topic. To examine the impact and relationships between variables, the data were analyzed using a regression model. The results showed a strong relationship between the frequency of exposure to digital advertising and increased awareness of new products. Although businesses in Kosovo and beyond are increasingly investing in digital campaigns, it remains unclear which strategies are most effective in driving consumer awareness and engagement.
Keywords:
Digital advertising, social networks, new products, consumer awareness, consumer perception
ISBN
978-9951-982-41-2
Location
UBT Lipjan, Kosovo
Start Date
25-10-2025 9:00 AM
End Date
26-10-2025 6:00 PM
DOI
10.33107/ubt-ic.2025.416
Recommended Citation
Beqiri, Gonxhe and Rushiti, Riona, "The Impact of Digital Advertising on Consumer Awareness of New Products" (2025). UBT International Conference. 31.
https://knowledgecenter.ubt-uni.net/conference/2025UBTIC/MBE/31
The Impact of Digital Advertising on Consumer Awareness of New Products
UBT Lipjan, Kosovo
Digital Advertising, as a modern and new type of promotion channel, has shown great transformation in product awareness and consumer behavior over the last decade. Consumers nowadays can access many digital platforms and are now more exposed than ever to marketing content, which plays a crucial role in shaping their awareness and perception of new products. The aim of this paper is to is to analyze whether digital advertising campaigns can effectively impact consumer awareness and perception for new products in Kosovo based companies. The research will focus on several fundamental aspects including the effectiveness of social media and online advertising, the impact of personalized content, and the engagement generated through these platforms for new products. The methodology used for this paper is based on quantitative data analysis. The study population consists of 210 randomly selected respondents who represent the group of consumers who are active in using digital marketing such as advertising on social networks. Data was collected through a structured questionnaire distributed to respondents to gather relevant information on the topic. To examine the impact and relationships between variables, the data were analyzed using a regression model. The results showed a strong relationship between the frequency of exposure to digital advertising and increased awareness of new products. Although businesses in Kosovo and beyond are increasingly investing in digital campaigns, it remains unclear which strategies are most effective in driving consumer awareness and engagement.