Impact of digital marketing development on entrepreneurship

The article the influence of digital marketing on modern entrepreneurship and the restructuring of business models. It highlights how the rise of the Internet and social media has empowered consumers, prompting firms to rethink their marketing approaches. While much research focuses on the consumer perspective, this study takes the firm's viewpoint, examining how companies can leverage digital marketing and social media for growth. The second generation of Internet tools enables companies to communicate innovatively and co-create with customers. Firms' involvement in digital marketing is shaped by perceived benefits, and the study emphasizes the importance of relationship-driven customer interactions to enhance engagement. The article also provides examples of firms already adapting to this shift.