DIGITALNI MARKETING U MALIM PODUZEĆIMA: USPOREDBA HRVATSKOG I TRŽIŠTA FEDERACIJE BOSNE I HERCEGOVINE
DIGITAL MARKETING IN SMALL BUSINESSES: COMPARISON OF THE CROATIAN AND BOSNIAN-HERZEGOVINIAN MARKETS

Summary/Abstract: In today’s era of pervasive digitalization and the online business paradigm on a global scale, market trends must imperatively be followed by small businesses within regional frameworks, specifically in the Republic of Croatia and in the Federation of Bosnia and Herzegovina. Research conducted in the field of digital marketing has confirmed its positive impact on the operations of small businesses. Digital forms of marketing provide small businesses with more affordable and accessible tools that allow them to reach their target audience more effectively compared to traditional marketing forms. Given the lack of awareness about the application of digital marketing in small businesses in Croatia and the Federation of Bosnia and Herzegovina, the aim of the research was to provide a deeper insight into the role of digital marketing for the operations of small service and manufacturing companies in these markets. The results of the electronic survey indicated the increasing importance and application of digital marketing in small businesses in both markets, but with certain differences in how digital marketing is used between Croatian and Bosnian-Herzegovinian small businesses. It is also concluded that there is room for more significant investments in this segment of marketing in both countries.

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