Research pick: It’s a family affair for Kosovo businesses - "Exploring the moderating role of demographics in consumer responses to advertising: evidence from family business brands in Kosovo"

A study in the International Journal of Globalisation and Small Business has shown that how effective an advertising campaign is depends not only on the content of the campaign, but also on who is receiving it. Demographic factors, such as age, education, location, and employment status, are most important in shaping consumer responses to advertising by family-run businesses, particularly in a country such as Kosovo where family businesses form a large part of the economy.

The researchers survey more than 400 consumers and analysed advertising data from 24 family-owned brands. They identified clear differences in how various groups interpret and act upon marketing messages. For instance, younger, urban, and highly educated consumers are more likely to recognise brands, while older, rural, and less-educated individuals are more inclined to make choices based on trust perceptions based on advertising.

The research highlights the Elaboration Likelihood Model, a framework from consumer psychology which distinguishes between two modes of processing advertising messages: the central route, in which individuals engage deeply with content, and the peripheral route, where decisions are made based on cues such as aesthetics or familiarity. The research suggests that younger and better-educated individuals are more likely to take the central route, scrutinising message content, while others may respond more intuitively, guided by trust and emotional resonance.

A second model was also considered, the Psychological Reactance Theory. This, the researchers say, helps explain the resistance of some urban and educated consumers to overtly persuasive or emotionally manipulative advertising. These groups, they found, tend to prefer subtlety and authenticity over high-pressure tactics. The findings have implications for advertisers seeking to build credibility among such initially sceptical audiences. The findings might have wider implications, but within Kosovo, tight-knit community structures and collective cultural norms continue to shape perceptions of business credibility, especially in rural areas.

Pllana, D.Z., Gërguri-Rashiti, S. and Limani, E. (2025) ‘Exploring the moderating role of demographics in consumer responses to advertising: evidence from family business brands in Kosovo’, Int. J. Globalisation and Small Business, Vol. 15, No. 5, pp.1–28.