Preliminary communication

ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?

Radojka Kraljević ; Sveučilište Libertas
Martina Gujić ; Sveučilište Libertas
Toni Milun ; Sveučilište u Splitu

Abstract

Entrepreneurship represents a certain way of thinking and type of behaviour; it’s a continuous search for new ideas, creativity, proactivity and initiative in achieving goals. A successful promotion of an entrepreneurial idea is achieved through marketing communication with consumers. The purpose of this empirical research was to discover the extent in which entrepreneurs use social networks as a new form of communicating with consumers. A total of 172 companies have given information through a specifically designed questionnaire. Research has shown a difference
in the extent of using social networks between domestic and foreign owned companies. Moreover, companies with more educated staff have proven to be more open towards accepting information technology in their business activities. This research hasn’t shown significant statistical differences between different age groups.

Keywords

entrepreneurship; communication; internet; interaction; social networks; consumer

Hrčak ID:

160096

URI

https://hrcak.srce.hr/160096

Publication date:

31.5.2016.

Article data in other languages: croatian

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