THE USE OF SOCIAL NETWORKS IN THE BUSINESS ECOSYSTEM OF SERBIA
DOI: 10.5937/etp2401146S
Keywords:
social networks, marketing, entrepreneurship, entrepreneurial ecosystems, entrepreneurial ecosystems in SerbiaAbstract
his paper provides an overview of the application of social
networks in Serbian entrepreneurship and the entrepreneurial
ecosystem. Social networks have become a necessary marketing tool
in business since their inception for scientific and social purposes.
There is almost no business branch that operates without the use of
social networks, as an auxiliary or basic marketing tool. In Serbia,
social networks have experienced significant expansion in recent
years, and everyday life is almost unimaginable without platforms like
Instagram, Facebook, and Twitter. Entrepreneurship in Serbia heavily
relies on social networks for marketing and operational purposes. On
the other hand, the entrepreneurial ecosystem is a term that has
attracted a lot of attention from scientists and researchers in the last
ten years. The main goal of entrepreneurship is to create an economic
and social system that enables business growth and development,
which will also contribute to the economic prosperity of the country.
Entrepreneurial ecosystems encompass a broader concept,
intertwining entrepreneurs, organizations, individuals, and institutions
at the national level to support and catalyze entrepreneurship
development collectively or systemically. The aim of this paper is to
elucidate the concept of the entrepreneurial ecosystem in Serbia and
demonstrate the use of social networks for its growth and development
in the modern business environment.
References
Acs Z., Stam E., Audretsch, D. & Oconor, A. (2017). The lineages of the entrepreneurial ecosystem approach, indeks, 49 (1), 1-10.
Acs, Z., Szerb, L. & Lloyd, A. (2017). Maping the Global Entrepreneurial Ecosystem. indeks 2017. (5-17).
Asero, G., Danila, A., Kyi, G., Jalava, J., & Visocka, S. (2023). Business, E: M. Kotzeva (Chief Editor), Eurostat Regional Yearbook 2023 Edition, (135-150), Eurostat, Luxembourg: Publications Office of the European Union.
Bager, T., Ottosson, H., & Schott, T. (2010). Intrapreneurs, entrepreneurs and spinoff entrepreneurs: Similarities and differences, Paper to International Journal of Entrepreneurship and Small Business, 10, (3), 339-358.
Bajić, T. Serbian Entrepreneurs sam pokrenuo da bismo umrežili dijasporu i pomogli razvoj startapa u Srbiji, 2017. (2023, Maj 22). Preuzeto sa: https://startit.rs/tihomir-bajic-serbian-entrepreneurs-sam-pokrenuo-da-bismo-umrezili-dijasporu-i-pomogli-razvoj-startapa-u-srbiji/
Baumol, W., & Schilling, M. (2006). Entrepreneurship, In: The New Palgrave Dictionary of Economics. 2nd Edition, Basingstoke: Palgrave Macmillan, London DOI:10.1057/978-1-349-95121-5_2576-1
Bejatović, G., Stefanović, D. (2022). Uloga države u razvoju digitalne ekonomije – rezultati istraživanja „Koliko dobro poznajemo zakone kojima se reguliše e-poslovanje”, 410-418; Zbornik radova XIX Međunarodnog naučnog skupa „Pravnički dani – Prof. dr Slavko Carić”, Pravo, nauka i društvo – Aktuelna pitanja i perspektive, Pravni fakultet za privredu i pravosuđe u Novom Sadu, Novi Sad.
Bilten: Anketa o randoj snazi u Republici Srbiji, 2022. (2023). Republički zavod za statistiku, Beograd, 1-84.
Bučalina, M. A., Pejović, B. (2022). Teorijska koncetualizacija preduzetništva, Društveni horizonti, 2, (4) 235-253.
Carree, M. A., Thurik, A. R. (2010). The impact of entrepreneurship on economic growth. E: Z. Acs & D.B. Audretsch (ed), Handbook of entrepreneurship research 2nd Edition (557-597), New York, Springer.
Cheung, W., Huang, W. (2005). Proposing a framework to assess internet usage in university education: an empirical investigation from a student’s perspective. British Journal of Educational Technology, 36(2), 237-253.
Ćelić, Đ., Uzelac, Z., i Drašković, Z. (2019). Development of High- Entrepreneurship Ecosystem: Case of University of Novi Sad, 5th International Scientific-Business Conference Leadership, Innovation, Management and Economics: Integrated politics of Research, Limen 2019, Graz, 2019, The Association of Economists and Managers of the Balkans, Belgrade, 99-104.
Discover Global Tech Ecosystems (2024, Februar 7), Preuzeto sa: https://startupgenome.com/ecosystems Dixon, J.S. (2024). Social Media-Statistics & Facts (2023, Februar 25), Preuzeto sa: https://www.statista.com/topics/1164/social-networks/#topicOverview
FP Klub 2023, (2023, Maj 31), Preuzeto sa: https://fitpass.rs
FP Studio 2023, (2023, Maj 31), Preuzeto sa:https://fitpass.rs/ fitpass-studio
Global Entrepreneurship Index (2024, Februar 7), Preuzeto sa: http://thegedi.org/global-entrepreneurship-and-development-index/
Hill, S., Coduras, A. (2023). The Context for Entreprenurship, E: S. Hill, (Lead Author). Global Entrepreneurship Monitor 2022/2023 Global Report: Adapting to a „New Normal”, (105-113),The Global Entrepreneurship Research Association, London Business School, London.
Infografika detalji-Veći broj osnovanih privrednih subjekata, Agencija za privredne registre (2023, Jul 23), Preuzeto sa: https://www.apr.gov.rs/%D0%B8%D0%BD%D1%84%D0%BE%D0%B3%D1%80%D0%B0%D1%84%D0%B8%D0%BA%D0%B5.4318.html?infoId=124
Isenberg, D. (2010). How to start an Entrepreneurial Revolution. (2023, Maj 20), Harvard Business Review, Preuzeto sa: https://hbr.org/2010/06/the-big-idea-how-to-start-an-entrepreneurial-revolution
Isenberg, D. (2011). The entrepreneurship ecosystem strategy as a new paradigm for economic policy: Principles for cultivating entrepreneurship, Presentation at the Institute of International and European Affairs, 1(781)1-13.
Ivanović, Lj., Kurepa, T. (2023). Startap skener 2023, USAID, Inicijativa Digitalna Srbija.
Končar, J., Petrović-Katai, Z., Vukmirović, G. (2010). Marketing Strategy Development Directions of Web Assortment in the Republic of Serbia, Management Information Systems, 5(1) 43-46.
Kritikos, A. S. (2014). Entrepreneurs and their impact on jobs and economic growth. (2023, Maj 20), IZA World of Labor, doi: 10.15185/izawol.8, Preuzeto sa: https://wol.iza.org/articles/entrepreneurs-and-their-impact-on-jobs-and-economic-growth/long
Lei, Y., Zhou, Q., Cheung, W., Cui, X., & Peng, L. (2021). Market reaction to the announcement of online sales channel investment in enterprises: Evidence from a relatively stable market environment, Electron Commer Res, 23, 973-1005.
Leković B., Marić S. (2015). (Ne)konzistentnost preduzetničkog ekosistema Srbije u globalnom okruženju, 833-844, Conference:
th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management SM 2015, Subotica
Ljajić, S., Kostić, V. i Nikolić, M. (2019). Razvijenost i značaj preduzetništva i MSP u Srbiji i izabranim zemljama EU iz okruženja, Ekonomika preduzeća, 67, (7-8) 435-452.
Mack, E., & Mayer, H. (2016). The evolutionary dynamics of entrepreneurial ecosystems. Urban studies, 53 (10) 2118-2133.
Mali proizvođači hrane u Srbiji (2024, Februar 8), Preuzeto sa: https://maliproizvodjaci.rs/svi-proizvodjaci/
Marić, D., Žnideršić-Kovač, R., Paskaš, N., Jevtić, J. i Kanjuga, Z. (2017). Savremeni potrošač i elektronska interpersonalna komunikacija, Marketing, 48 (3), 147- 154.
Mason, C., & Brown, R. (2013). Entrepreneurial ecosystems and growth oriented entrepreneurship. Background paper prepared for the workshop organized by the OECD LEED Programme and the Dutch Ministry of Economic Affairs on Entrepreneurial Ecosystems and Growth Oriented Entrepreneurship, The Hague, Netherlands, Final Version: January 2014, 1-38.
Milosavljević, M., Grubor, G. i Veinović, M. (2009). Poslovna informatika, Univerzitet Singidunum, Beograd.
Moore, J.F. (1999). Predators and prey: a new ecology of competition, Harvard Business Review,71 (3) 75-83.
Raut, J. (2022). Faktori razvoja digitalnih preduzetničkih ekosistema, Univerzitet u Novom Sadu, Fakultet tehničkih nauka.
Raut, J., Mitrović Veljković, S., Melović, B., Ćelić, Đ. i Nikolić D. (2022). Preduzetnički ekosistemi kao novi concept preduzetništva, 382-385, XXVIII Skup Trendovi razvoja „Univerzitetsko obrazovanje za privredu”, Kopaonik.
Serbia’s startup ecosystem at a glance (2023, Maj 20), Preuzeto sa: https://www.eu-startups.com/2020/05/serbias-startup- ecosystem-at-a-glance/
Spigel, B. (2020). Entrepreneurial ecosystems: Theory, practice, futures. Edward Elgar Publishing, (2023, Jul 7) Preuzeto sa:
https://books.google.rs/books?hl=en&lr=&id=mljwDwAAQBAJ&oi=fnd&pg=PR1&dq=Spigel,+B.+(2020).+Entrepreneurial+ecosyste ms:+Theory,+practice,+futures.+Edward+Elgar+Publishing&ots=UqfEXqYbBU&sig=G10AB0lV4avPZ5jpZ3OCEXqVXSE&redir_esc=y#
v=onepage&q=Spigel%2C%20B.%20(2020).%20Entrepreneurial %20ecosystems%3A%20Theory%2C%20practice%2C%20futures.%20Edward%20Elgar%20Publishing&f=false
Stam, E. (2015). Entrepreneurial ecosystems and regional policy: a sympathetic critique. European Planning Studies, 23, (9) 1759– 1769.
Stam, E., & Van de Ven, A. (2021). Entrepreneurial ecosystem elements, Small Business Economics, 56 (2) 809-832.
Stojković, A., Stoykova, D., i Geurts, P. (2016). Modifikacija međunarodnog marketing miksa u elektronskom okruženju, BizInfo Blace, Toplička akademija strukovnih studija - Odsek za poslovne studije, Blace i Univerzitet u Prištini - Fakultet tehničkih nauka, Kosovska Mitrovica i Univerzitet „Sv. Kliment Ohridski“ Bitolј - Fakultet za ugostitelјstvo i turizam, Ohrid, 7 (2) 15-27.
The History of Social Media Marketing (2023, April 24), Preuzeto sa: https://thepaymentsassociation.org/article/the-history-of-social-media-marketing/
U prvoj polovini godine povećan broj osnovanih preduzetnika u odnosu na isti period 2022. godine, (2023, Jul 15), Agencija za
privredne registre, Infografika, 2023, Preuzeto sa: https:// www.apr.gov.rs/infografike.4320.html?infoId=145
Upotreba informaciono-komunikacionih tehnologija u Republici Srbiji, 2022. Republički zavod za statistiku, Beograd.
Vekić, A. (2022). Faktori razvoja inovativnog startap ekosistema, Doktorska disertacija, Univerzitet u Novom Sadu, Fakultet tehničkih nauka.
Vojvođanski klaster organske poljoprivrede (2024, Februar 8), Preuzeto sa: https://vok.org.rs/
Wurth, B., Stam, E. & Spigel, B. (2022). Toward an Entrepreneurial Ecosystem Research Program, Entrepreneurship Theory and
Practice, 46, (3), 729-778.
