THE CONCEPT OF DIGITAL ENTREPRENEURSHIP AND BRANDING IN CONTEMPORARY BUSINESS

Abstract

The study applies a systematic literature review with the aim of providing insight into theoretical approaches to digital entrepreneurship and branding, which represent new and actual concepts that significantly affect the business success of contemporary organisations. When defining the research subject, it was considered that the digital economy is largely conditioned by the emergence of entrepreneurial actions that have produced innovations in the domain of digital technology. Therefore, the study of digital entrepreneurship and branding is of interest for academicians, business practitioners, as well as public and political subjects that support this phenomenon, bearing in mind its positive effects on encouraging employment, social and economic development. The research findings have provided a scientific insight into the conceptualization of digital entrepreneurship and branding, indicating their interrelations with innovations, digital technologies, and creative abilities. The theoretical part of the research was additionally supplemented with a survey that provided an analysis of employees’ views on the application of digital entrepreneurship in the Republic of Serbia. The paper has also demonstrated that doing business in a digital environment and digital innovations give the organisations an access to new resources, and above all to quality and up to date information, services, and online communities, which condition their expansion in the markets. However, this study has also emphasised the lack of scientific research related to research instruments, frameworks and models of digital entrepreneurship that could have practical application.