DIGITAL ENTREPRENEURSHIP THROUGH SOCIAL MEDIA FOR START-UP BUSINESSES IN THE REPUBLIC OF NORTH MACEDONIA
DIGITAL ENTREPRENEURSHIP THROUGH SOCIAL MEDIA FOR START-UP BUSINESSES IN THE REPUBLIC OF NORTH MACEDONIA

Summary/Abstract: Recent changes in the digital landscape, especially evident through the emergence of the COVID-19 pandemic have shifted the boundaries and obstacles of ecommerce. As the start up businesses comprise the moving force of national economies, there is an increase of a new type of entrepreneurship initiative, called digital entrepreneurship. By utilizing ICT and the Internet, the paper examines the foundations and forces behind the digital entrepreneurship, and whether they can be translated into benefits for entrepreneurs in the Republic of North Macedonia. As shown by data from the state, one of the biggest challenges North Macedonian start-ups face is financial capacity and market stability. Through one of the dimensions of digital entrepreneurship, social media communication and marketing, the research is focused whether the new digital entrepreneur can achieve greater and more consistent sales numbers through e-commerce. Based on the research and analysis of both secondary and primary data, a positive correlation can be seen between social media communication and the increase in online purchasing intention of consumers, represented by several different determinants. This entails managerial implication in rethinking the marketing strategy of a start-up business, which has traditionally focused mostly on utilizing social media as a complementary channel or not using it at all, and shifting towards a model of sociale-commerce which shows future promise and potential.

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