The Power of Hashtag in the New Era of Social Media Dominance: Study on the Use of Hashtag Trends Among College Students in Albania

Blerim Kola; Vaeld Zhezha; Stefano Gratteri

doi:10.36941/jesr-2023-0087

Authors

Blerim Kola Marketing Department, Faculty of Business, University Aleksander Moisiu, Kampusi I Ri Universitar, Rr. Miqesia Spitalle, Durres, Albania
Vaeld Zhezha Marketing Department, Faculty of Business, University Aleksander Moisiu, Kampusi I Ri Universitar, Rr. Miqesia Spitalle, Durres, Albania
Stefano Gratteri Department of Dynamic and Clinical Psychology, and Health Studies, University Sapienza di Roma, Italy

DOI:

https://doi.org/10.36941/jesr-2023-0087

Keywords:

hashtag, social networks, promotion, marketing

Abstract

Innovative marketing approaches have been developed because of the growth of social networks. A simple tool, the hashtag has grown to take on new functions and has quickly assimilated into our digital language. This study starts with a brief overview on the importance of hashtags. It examines the related literature considering the dominance of social media in the modern world. The paper also focuses on an examination of hashtag usage in Albania. Primary data includes original information gathered through a survey. This study aims to analyze the level of recognition and the trends of hashtag usage among university students. Also, the paper aims to analyze the perception of the hashtag as a tool that can contribute to increasing the visibility of posts on social networks.

Received: 20 May 2023 / Accepted: 24 June 2023 / Published: 5 July 2023