Е-бизнис модели на веб-базирано социјално вмрежување на претпријатијата во Република Македонија

Abstract

The world in which we are living is constantly being digitized in the direction in which the balance between companies and consumers are constantly changing. As a result, companies need to take new information and communication technologies (ICT) to meet the needs of consumers. Social networks as part of web-based social networks represent the lifestyle of many people in the world. This fact enables companies through these networks have another channel to communicate with their customers. Social networks like web - based services incorporate various technologies (blog, forum, and social games). In today's digital environment web-based social networks are important in the everyday operations of the companies. Because of its unique ability to share information between users, these web-based networking slowly but surely transformed into a powerful tool with which companies communicate with their audience. As a result, companies increasingly seek to create fun page on some of the social network and maintain their presence. Their presence directly affects the business performance of companies. The subject matter of research in this doctoral dissertation is the analysis of e-business models that include the impact of various factors for successful web-based social network by organizations. This analysis involves a group of independent factors that directly or indirectly affect the success of enterprises. These groups of independent factors are: the use of ICT in organizations, organizational structure and architecture of business processes, strategy, affecting dependent variables such as increased sales and brand awareness through web-based social networking. Empirical research includes exploratory and conclusive research with three parts. The first is to create a conceptual model for successful use of web-based social networks, the second include testing the relationship between various internal and external dimensions of successful use of web-based social networks and the third include testing of the relationship between individual dimensions and business performance. Exploratory research used quantitative methods such as analysis of secondary data and interview techniques with experts. The primary data used statistical methods: structural equation modeling and confirmatory factor analysis and exploratory factor analysis. The results of the conducted research survey show that there is statistical significance between the proposed seven critical factors and financial or non-financial performance of the companies. The results show that there is significance in the relationship with financial performance (5 links) and non-financial performance (2 links). These links are: the policy of open communication and financial performance; CRM- integration and financial performance, IT infrastructure and financial performance, organizational structure and financial performance, unavailability of technology and financial performance, unavailability of technology and non-financial performance; policy open communication and non-financial performance. In terms of financial performance, it can be concluded that the strongest is the link between CRM- integration and financial performance. This relationship is strongest in the overall model. Namely, if companies invest in social CRM data integration in their system to work, will significantly affect and increase their sales and profits. In terms of non-financial performance link is stronger policy of open communication and non-financial performance.