TY  - JOUR
T1  - THE ROLE OF TRUST IN SHAPING THE FUTURE OF DIGITAL ENTREPRENEURSHIP IN POST-PANDEMIC AZERBAIJAN
TT  - PANDEMİ SONRASI AZERBAYCAN'DA DİJİTAL GİRİŞİMCİLİĞİN GELECEĞİNİ ŞEKİLLENDİRMEDE GÜVENİN ROLÜ
AU  - Jabrayilov, Fehruz
PY  - 2025
DA  - May
Y2  - 2025
JF  - Evliya Çelebi Siyasal Bilimler Dergisi
PB  - Kütahya Dumlupınar Üniversitesi
WT  - DergiPark
SN  - 3062-2735
SP  - 24
EP  - 30
IS  - 3
LA  - en
AB  - The COVID-19 pandemic has dramatically reshaped global economies, with Azerbaijan experiencing a significantacceleration in digital transformation. Digital entrepreneurship, an emerging sector in Azerbaijan, has become increasinglydependent on trust—particularly in the post-pandemic context. This article examines the role of trust in shaping the futureof digital entrepreneurship in Azerbaijan, focusing on how the pandemic has influenced consumer behavior, investorconfidence, and the regulatory landscape. Trust in digital platforms is critical for the success of e-commerce, fintech, andother digital businesses, yet concerns over privacy, security, and transparency persist. The article explores the factors thatcontribute to the establishment of trust in digital services, such as robust cybersecurity measures, transparency, and usercentric innovation. Additionally, it emphasizes the importance of government regulation in fostering an environmentwhere trust between entrepreneurs, consumers, and investors can thrive. By analyzing recent trends and challenges in theAzerbaijani digital economy, the article highlights the importance of building a trustworthy digital ecosystem to ensurethe long-term success of digital startups. Ultimately, trust will remain a foundational element in the growth of digitalentrepreneurship in Azerbaijan, requiring continued investment in digital infrastructure, consumer education, andtransparent regulatory frameworks
KW  - Digital entrepreneurship
KW  - trust
KW  - COVID-19 pandemic
KW  - Azerbaijan
KW  - consumer behavior
N2  - COVID-19 pandemisi, küresel ekonomileri dramatik bir şekilde şekillendirmiş ve Azerbaycan’da dijital dönüşümdeönemli bir hızlanma yaşanmıştır. Azerbaycan'da ortaya çıkan dijital girişimcilik sektörü, özellikle pandemi sonrasıdönemde güvene giderek daha fazla bağımlı hale gelmiştir. Bu makale, pandeminin tüketici davranışları, yatırımcı güvenive düzenleyici ortam üzerindeki etkilerini vurgulayarak dijital girişimciliğin geleceğini şekillendirmede güvenin rolünüincelemektedir. Dijital platformlara olan güven, e-ticaret, fintech ve diğer dijital işletmelerin başarısı için kritik önemesahiptir; ancak gizlilik, güvenlik ve şeffaflık gibi konularda endişeler devam etmektedir. Makale, dijital hizmetlerde güvenoluşturulmasına katkı sağlayan faktörleri; güçlü siber güvenlik önlemleri, şeffaflık ve kullanıcı odaklı yenilik gibi unsurlarıaraştırmaktadır. Ayrıca, girişimciler, tüketiciler ve yatırımcılar arasındaki güvenin gelişebilmesi için devletdüzenlemelerinin önemine de değinilmektedir. Azerbaycan’daki dijital ekonomi üzerine yapılan güncel eğilimler vezorluklar analiz edilerek, dijital girişimlerin uzun vadeli başarısı için güvenli bir dijital ekosistem inşa etmenin önemivurgulanmaktadır. Sonuç olarak, güven Azerbaycan’da dijital girişimciliğin büyümesinde temel bir unsur olmaya devamedecek ve dijital altyapıya, tüketici eğitimine ve şeffaf düzenleyici çerçevelere sürekli yatırım yapılması gerekecektir.
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UR  - https://dergipark.org.tr/tr/pub/ecsbd/issue//1710955
L1  - https://dergipark.org.tr/tr/download/article-file/4922560
ER  -