Social Network Adoption Among Croatian Most Profitable Companies

Businesses have started using Internet at the beginning of its development during the early nineties of the 20th century. Since then, the process of Internet adoption has had a significant growth for businesses especially as a new communication and distribution channel. Along with the expansion of Web 2.0 and global popularity of social networks, companies started adopting these changes and using social networks for achieving their specific business goals. Even though some sectors showed faster adoption rates, it is a general view that social networks are used for business purposes regardless of the sector those companies belong to. The same trend is apparent in Croatia, especially in the last few years as Croatian companies are using various social networks in their Internet presence strategies. The survey is focused on the most profi table Croatian companies and their Internet activities. The aim of the paper is to explore the volume of Croatian most profi table companies present on social networks and other Internet locations and to determine the main purposes of their usage with specific company goals. In addition, the paper will test the similarities between different sectors in the Croatian economy according to the usage of social networks for their business purposes.