The role of Social Media Engagement in Shaping Consumer Buying Patterns: Insights from the Albanian Textile Sector

Given that the textile sector is a key driver of Albania’s socio-economic well-being, examining the factors influencing customer decision-making within this sector is crucial. Based on this fact that this study focuses on social media marketing and advertising techniques used by marketers in the textile sector in Albania. The aim of this study is to investigate the impact of the main social media marketing and advertising strategies used in the Albanian textile sector on the purchasing decisions of potential customers. In this study, a quantitative research design was adopted to systematically examine the research questions. In the data collection process, a structured survey instrument was developed focusing on key variables such as social media usage, marketing strategies and customer purchasing behavior. Data collected from 201 participants were analyzed using SPSS software. The data were analyzed using descriptive statistics and correlation methods to investigate the relationships between social media marketing strategies and customer purchasing decisions. This methodological approach was preferred in order to obtain robust and statistically supported findings in line with the research objectives. Keywords: Social media, marketing, advertising, customer purchasing behavior, textile sector, Albania. JEL Classification Codes: M30, M31, M37, M39.