o:4723 ENTERPRENEURSHIP AND FACEBOOK: ANALYZING THE NETWORK USAGE ON A DAILY AND WEEKLY BASIS AMONG SERBIAN AND AMERICAN RESPONDENTS en Abstract: The subject of this research paper is the intensity of using thesocial network Facebook on a daily and weekly basis in the context of two national cultures, a collectivist national culturetowhich 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 isa valid basis for a better understanding of the intensity of use of Facebook, and therefore improvement of the existing commercialcommunication space on this social network, which provide entrepreneurs with information on the behaviour of their customersand potential customers in two different cultural milieus. Social networks are profoundly transforming the way customers usethe 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 canuse 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 literatureand the dataobtained from empirical research in order to achieve their entrepreneurial goals in different cultural contexts. Keywords:Facebook, intensity of use of Facebook, national culture, entrepreneurship 2024-06-07T11:43:40.228Z 44 yes 46 Jovana Gardašević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0002-3239-2083 2019 application/pdf 336541 https://unilib.phaidrabg.rs/o:4723 no yes 16 70 92000001 2019 Journal of Entrepreneurship and Business Resilience (JEBR) 3 1 55 65 2019