E-business models for web based social networks in the Republic of Macedonia

Since their introduction, social media sites (SMSs) such as Facebook, LinkedIn and Twitter have attracted millions of users, many of whom have integrated these sites in their daily practices. As of this writing, there are hundreds of SMSs, with various technological affordances, supporting a wide range of interests and practices. Social media are gaining popularity and are increasingly used in regular operations of many companies, including start-ups, small, medium-sized, and large organizations. The purpose of this paper is to explore the different e-business models and organizational factors that impact the successful use of social media in companies in the Republic of Macedonia. This research will focus on the extent of impact that social media have on organizational capabilities and business performance. From the research it could be found that successful deployment of set of external and internal factors can lead to the improvement of business performance (financial and nonfinancial) of the companies. According to the results, the successful use of web-based social networks can improve (1) CRM integration, (2) open communication within a company and (3) ICT integration.