2024 http://creativecommons.org/licenses/by/4.0/legalcode Sažetak: Predmet ovog rada je pregled primene društvenih mreža u srpskom preduzetništvu i preduzetničkom ekosistemu. Društvene mreže su od nastanka i svoje prvobitne naučne, a potom i socijalne namene, postale neophodan marketinški alat u poslovanju. Skoro da ne postoji privredna grana koja posluje bez upotrebe društvenih mreža, kao pomoćnog ili osnovnog marketing alata. U Srbiji su društvene mreže doživele ekspanziju u poslednjih nekoliko godina, te je svakodnevnica gotovo nezamisliva bez Instagrama, Fejsbuka, Tvitera... Preduzetništvo u Srbiji svoj marketing i svoje poslovanje u velikoj meri zasniva upravo na društvenim mrežama. Sa druge strane, preduzetnički ekosistem je pojam koji je u poslednjih desetak godina privukao veliku pažnju naučnika i istraživača. Osnovni cilj preduzetništva je kreiranje ekonomskog i društvenog sistema koji omogućava poslovni rast i razvoj, što će ujedno doprineti i ekonomskom prosperitetu zemlje. Preduzetnički ekosistemi obuhvataju širi koncept i obuhvataju međusobnu povezanost preduzetnika, organizacija, pojedinaca i institucija na nacionalnom nivou sa svrhom da se podrži i podstakne razvoj preduzetništva na kolektivnom ili sistemskom nivou. Cilj ovog rada je da približi pojam preduzetničkog ekosistema u Srbiji i da prikaže upotrebu društvenih mreža za njegov rast i razvoj u savremenom poslovnom okruženju. Abstract: This paper provides an overview of the application of social networks in Serbian entrepreneurship and the entrepreneurial ecosystem. Social networks have become a necessary marketing tool in business since their inception for scientific and social purposes. There is almost no business branch that operates without the use of social networks, as an auxiliary or basic marketing tool. In Serbia, social networks have experienced significant expansion in recent years, and everyday life is almost unimaginable without platforms like Instagram, Facebook, and Twitter. Entrepreneurship in Serbia heavily relies on social networks for marketing and operational purposes. On the other hand, the entrepreneurial ecosystem is a term that has attracted a lot of attention from scientists and researchers in the last ten years. The main goal of entrepreneurship is to create an economic and social system that enables business growth and development, which will also contribute to the economic prosperity of the country. Entrepreneurial ecosystems encompass a broader concept, intertwining entrepreneurs, organizations, individuals, and institutions at the national level to support and catalyze entrepreneurship development collectively or systemically. The aim of this paper is to elucidate the concept of the entrepreneurial ecosystem in Serbia and demonstrate the use of social networks for its growth and development in the modern business environment. application/pdf 1218109 bytes Ekonomija - teorija i praksa vol. 17 br. 1 str. 146-170 info:eu-repo/semantics/article Ključne reči: društvene mreže; marketing; preduzetništvo; preduzetnički ekosistemi; preduzetnički ekosistemi u Srbiji Keywords: social networks / marketing / entrepreneurship / entrepreneurial ecosystems / entrepreneurial ecosystems in Serbia srp https://unilib.phaidrabg.rs/o:5385 doi:10.5937/etp2401146S Upotreba društvenih mreža u preduzetničkom ekosistemu Srbije The use of social networks in the business ecosystem of Serbia Stefanović, Dragana Gardašević, Jovana