Entrepreneurs and New Communication Technology: Obstacle or Challenge?

Gujić Martina (), Kraljević Radojka () and Milun Toni ()
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Gujić Martina: Libertas međunarodno sveučilište
Kraljević Radojka: Psihologinja, Libertas međunarodno sveučilište
Milun Toni: Sveučilišni odjel za stručne studije, Sveučilište u Splitu, Nastavni centar Zagreb

Acta Economica Et Turistica, 2016, vol. 2, issue 1, 47-64

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 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:acectu:v:2:y:2016:i:1:p:47-64:n:4

DOI: 10.1515/aet-2016-0004

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