The Influence of Brand Value on English Language Acquisition: The Role of Social Media, Peer Interaction, and Community Exposure

Background/purpose. The main purpose of this study is to investigate the impact of brand value, social media, peer interaction, and community exposure on English language acquisition among students in Kosovo. Given the increasing importance of English proficiency in education, the research focuses on how popular brands and informal social environments influence language learning beyond the traditional classroom setting.

Materials/methods. This paper is based on research by Booyse et al. (2024), Ho et al. (2025), and Yasa et al. (2025). Using descriptive statistics, a questionnaire was administered to 400 students in grades six to nine across four schools, two in Prishtina and two in Gjilan, to gather perspectives from both urban and rural communities.

Results. The findings indicate that brand and social factors play a significant role in shaping students’ motivation, exposure, and proficiency in English as a second language. Social media supports informal language learning, peer interaction fosters motivation through competition, and community exposure, especially in urban areas, supports English use beyond the classroom.

Conclusion. In conclusion, these results highlight the importance of integrating social factors into language education strategies to enhance second-language acquisition in primary schools.

Keywords: Brand value, peer competition, community exposure, second language acquisition, language education

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