Development of Modern Women's Entrepreneurship - "Digital Moms" in Bosnia and Herzegovina

Today, entrepreneurship represents a career opportunity for women of all age groups, especially for young mothers who can be with their children and work at the same time. There are more women than men living in the European Union, there are only a little more than a third of the self-employed in the European Union. Social networks represent a very economical and cost-effective way of advertising products, which provides an outlet for female entrepreneurship in the sense that today everything can be much more visible in the world than it was before. Advertising with social networks is the most common form of informing users about new products or services, this especially applies to the younger group of users. The aim of the work is to present an analysis of the role and importance of young mothers in the development of entrepreneurship in Bosnia and Herzegovina. The subject of the research is related to the success of this type of entrepreneurship in the Balkans, its survival, and growth in the future. Methodology: The hypothesis that H0 – small entrepreneurship of young mothers has a significant impact on the development of entrepreneurship in the Balkans was tested through comparative research conducted based on questionnaires and available research on the Internet. The obtained research results indicate newly emerging trends, but it is necessary to point out that these same trends are expected. The study presents the results of research from the previous period in this area. The key conclusions from the research refer to the observation of variables that can be useful in making more effective decisions on this matter in the future. This represents the mission of female entrepreneurship, which leads to determining priorities such as professional training and improvement of women's knowledge and skills, promotion of a favorable image of women in business, and the establishment of new companies owned by women - self-employment. Keywords: entrepreneur, marketing, management, social network, mother.