Using social media in the business of small and medium-sized enterprises in Serbia

Today's era of digitalization and rapid technological change presents an opportunity for small and medium-sized enterprises (SMEs) to significantly improve their competitiveness by following and applying these achievements. One such aspect is the use of social media, which can significantly increase their presence in new markets and thus increase sales volume. Social media technologies enable new ways of communicating with consumers and other partners, thus overcoming resource constraints. This paper aims to analyze the use of social media by small and medium-sized enterprises in the Republic of Serbia and provides a comparative analysis of the use of web sites and social networks in enterprises from neighboring countries, as well as in the European Union. The results indicate lower use of social media by small and medium-sized enterprises compared to large ones in the Republic of Serbia. At the same time, the results show higher use of social media by enterprises in the Republic of Serbia compared to neighboring countries.