By Muhidin Xhezairi, MBA (Marketing)
University of Sheffield – International Faculty, Executive Development Institute
Introduction
In the age of digital transformation, social media has become a powerful tool in the hands of businesses seeking direct engagement, visibility, and cost-effective marketing. My MBA thesis explores the effective use of Facebook and Instagram as promotional channels within the marketing mix of para-pharmaceutic shops in Kosovo — a niche, yet highly dynamic sector that reflects broader digital trends in small-to-medium enterprises.
Purpose of the Study
This research was driven by a clear goal: to identify and interpret real-world marketing initiatives and practices using Facebook and Instagram by shop managers and owners in the para-pharmaceutical industry. It focuses on understanding both the perception of social media and the practical implications for marketing strategy design in a competitive, health-related retail sector.
Objectives
The study aimed to:
- Uncover managers’ perceptions — including emotions, attitudes, and awareness — about using Facebook and Instagram in their business communication.
- Identify managerial actions and decisions that can influence or reshape their marketing mix by integrating these platforms effectively.
Methodology
The research employed a qualitative interpretive approach, relying on:
- Extensive literature review to contextualize the marketing mix and the role of social media in the para-pharmaceutical sector.
- Elite interviews with business owners and decision-makers in Kosovo to gather first-hand insights on real challenges, expectations, and social media strategies.
This dual-layered approach provided both theoretical grounding and practical relevance, highlighting the contextual nuances of using Facebook and Instagram in the local market.
Key Findings
The study found that:
- Most managers recognize Facebook and Instagram as valuable promotional tools, especially for raising brand awareness, promoting new products, and educating customers.
- Emotional engagement with social media marketing varies, but many business owners display a growing confidence in using these platforms regularly.
- Facebook is preferred for its reach and community-building, while Instagram is favored for visual storytelling and targeting a younger demographic.
- Many businesses lack a formal strategy or content plan, relying instead on instinctive or ad-hoc posting.
- There is a strong need for digital training, strategic planning, and performance tracking tools to optimize the use of these platforms within the broader marketing mix.
Managerial Implications
Based on these findings, the research recommends:
- Developing structured content calendars aligned with product cycles and seasonal campaigns.
- Using Facebook Ads Manager and Instagram Insights to measure performance and guide campaign decisions.
- Investing in visual content creation, including product images, reels, and short videos to enhance engagement.
- Positioning Facebook and Instagram not only as promotional tools but as integral channels within the marketing mix — alongside pricing, product placement, and in-store experience.
Conclusion
This study highlights the growing role of social media as a cornerstone of digital marketing, even in traditionally conservative sectors like para-pharmaceutical retail. It calls on businesses in Kosovo and beyond to embrace strategic, data-informed, and human-centric approaches to using Facebook and Instagram effectively.
For para-pharmacy shop owners, success lies in going beyond basic posting — and toward building lasting customer relationships through meaningful, valuable, and well-planned content.
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