Use of Digital Strategy in Small and Medium Enterprises in the Republic of Serbia

Authors

  • Rina Vukanac University of Belgrade, Faculty of Organizational Sciences
  • Jovan Krivokapić University of Belgrade, Faculty of Organizational Sciences

DOI:

https://doi.org/10.46541/978-86-7233-380-0_16

Keywords:

digital marketing, social media, small enterprises, medium enterprises

Abstract

The influence of digital marketing, especially the marketing conducted via social media is becoming a more
and more influential factor for the business of small and medium enterprises, both worldwide and in Serbia. It can be
noted that in modern business circumstances an appropriate marketing strategy encompassing marketing activities via
social media is becoming essential for companies dealing with the widest spectrum of activities. The aim of the
conducted research was to examine the existence of differences in the degree of applying digital marketing strategies
on social media between small and medium enterprises in Serbia. Within the observed sample consisted of 30
companies, the results indicate that the small enterprises are using digital marketing strategies on social media
significantly more than the medium enterprises do, and potential reasons for that are discussed in this paper.

Published

2020-10-08

How to Cite

Vukanac, R., & Krivokapić, J. (2020). Use of Digital Strategy in Small and Medium Enterprises in the Republic of Serbia. International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management. https://doi.org/10.46541/978-86-7233-380-0_16 (Original work published October 8, 2020)

Issue

2019: Proceedings of the 24th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management

Section

Articles