Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

New products and their development are of vital importance to all organizations, in particular, it is of great importance to banks, whose existence depends heavily on the new products they launch on the market. This paper analyzes the development of new products in the most profitable sector of the Kosovar economy — the banking sector. This paper is based on the research of Hasani and Beqaj (2021) and Harz et al. (2022). Therefore, theoretical and empirical evidence enable the elaboration of this topic more easily and better. The statistical methods that were used to derive the results of 37 respondents (bank workers) and 387 respondents (bank clients) are Kaiser–Meyer–Olkin (KMO) and Bartlett’s tests, correlations, and multiple linear regression. The relevance of this research lies in the fact that it has addressed a very current topic that made Kosovar banks very competitive in a dynamic market. The main recommendation of this paper is that Kosovar commercial banks should create an interstructural communication plan that consists of obtaining updated and accurate information about customer preferences.