The Role of Digital Marketing in Strengthening Rural Enterprises: A Comparative Analysis of the Western Balkans

Aim: This paper explores the impact of digital marketing on the business performance and market integration of rural households and enterprises in the Western Balkan countries, with focus on the application of digital tools and strategies to increase market participation and visibility of rural products and services. Material and methods: A mixed-method approach was employed, combining a systematic review of relevant literature with an empirical analysis based on data collected through an online survey of 307 rural households from Serbia, Croatia, Bosnia and Herzegovina, and Montenegro. The statistical analysis included descriptive, correlation, and regression analyses of digital marketing and enterprise-level rural performance variables, as well as cluster analysis of the observed countries in terms of the level of digital marketing tool adoption. Additionally, the study examined differences in key variables based on whether participants had received digital marketing training. Results: The findings indicate that digital marketing – particularly the use of social media, websites, and e-commerce – shows positive associations with enhancing market participation and visibility of rural households. However, notable regional disparities persist, highlighting the need for tailored policies and increased investments in digital infrastructure and education. Conclusions: Digital transformation has the potential to support rural enterprises in achieving sustainable business practices and market competitiveness. Successful implementation requires contextspecific strategies that account for local conditions and challenges, along with ongoing institutional support and investments in building digital capacities, supported by institutional measures and continuous training in digital marketing.