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Faculty of Economics, University PIM Banja Luka , Banja Luka , Bosnia and Herzegovina
Subotica Tech - College of Applied Sciences , Subotica , Serbia
Faculty of Economics, University PIM Banja Luka , Banja Luka , Bosnia and Herzegovina
The modern era is shaped by intense competition and demanding consumers, which is why companies abandon traditional communication methods and focus on digital media imposed by the development of information technologies. The presence of the company on the Internet is not a goal, but something that is taken for granted. The attention of the management of a successful company is focused on interactive content, which is created by the wider social community, not just the company. In this way, the company quickly and easily obtains information about the market in which it operates, the behaviour of consumers who use or want to use their products and services, creates campaigns that spread virally, blogs, communicates two-way with consumers, promotes its values and way of doing business . The research goal of this paper is an analysis of how digital media influence modern business. The results of empirical research have shown that the effective use of digital media in modern business directly contributes to better positioning and differentiation of the company on the market and leads to a greater degree of consumer loyalty and achieving a competitive advantage.
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