ENTERPRENEURSHIP AND FACEBOOK: ANALYZING THE NETWORK USAGE ON A DAILY AND WEEKLY BASIS AMONG SERBIAN AND AMERICAN RESPONDENTS

Jovana Gardašević

Authors

Jovana Gardašević Faculty of Economics and Engineering Management in Novi Sad (SERBIA)

Keywords:

Facebook, intensity of use of Facebook, national culture, entrepreneurship

Abstract

The subject of this research paper is the intensity of using the social network Facebook on a daily and weekly basis in the context of two national cultures, a collectivist national culture to which the Republic of Serbia belongs, and an individualistic national culture to which the United States belongs. In this regard the measures that were used are: descriptive statistics and group comparison analysis. Data were collected through an online survey, and empirical research was conducted on respondents from the Republic of Serbia and the USA. The data we have obtained is a valid basis for a better understanding of the intensity of use of Facebook, and therefore improvement of the existing commercial communication space on this social network, which provide entrepreneurs with information on the behaviour of their customers and potential customers in two different cultural milieus. Social networks are profoundly transforming the way customers use the web, thus causing changes in the entrepreneurial business practices. The results show that there are similarities in the intensity of use of Facebook, on a daily and weekly basis, among respondents from both national cultures, and, that entrepreneurs can use the concepts of dynamics of online appearance in the same intensity in both markets. The aim of this paper is to enable entrepreneurs to better manage their activities on the social network Facebook through, both the support of the existing literature and the data obtained from empirical research in order to achieve their entrepreneurial goals in different cultural contexts.

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