Influencing E-commerce Performance in European Transition Economies: An Urgent Call for Digital Marketing

Abstract

Background: This study investigates the influence of digital marketing techniques on the performance of e-commerce businesses in the transition economy of Albania. Objectives: While no comparable research has yet been carried out in the Balkan region so far, the goal is to offer both empirical insights and practical value for businesses to enhance strategy frameworks of digital marketing.  Methods/Approach: Using a representative sample, the research employs hierarchical regression with control variables to test hypotheses, which advances knowledge in the field by introducing a new framework that has not been previously employed. Results: The empirical data of the representative sample show that different digital marketing techniques combinations positively impact e-commerce performance. Conclusions:  The findings not only contribute to the advancement of knowledge in the field but also offers a practical framework for e-commerce businesses in the transition economies at large and Albania in particular to optimize their digital marketing strategies and enhance their performance.