The Growing Impact of Internet on Food Industry Promotion: Analyzing the Case of Kosovo.

The internet's profound impact on the food industry, particularly in product promo-tion, is expected to continue growing. This study assesses the internet's role in promoting food products in Kosovo by examining internet usage trends and exploring the opportunities and challenges for food businesses in utilizing online platforms. The research employs various methods, including statistical and descriptive analyses, comparative assessments of internet us-age trends, and correlation analyses to understand how internet usage affects social network engagement and website development within the food industry. The results indicate that a substantial 87.24% of Kosovo's population actively uses the internet, highlighting a significant online market potential. Additionally, a remarkable 98.6% of food businesses in Kosovo embrace internet resources. Notably, internet usage positively correlates with higher engagement on social networks (r=0.580) and the establishment of an online presence in the food industry (r=0.369). The study encompasses 38 interviews with food industry specialists, which reveal that food businesses are increasingly investing in online marketing, leading to heightened customer awareness, improved product recognition, increased sales, and enhanced customer interaction. Effective strategies encompass social networks, website development, banner advertisements on popular platforms, and collaborations with influencers. Nevertheless, challenges include heightened online competition and a lack of technical expertise. [ABSTRACT FROM AUTHOR]