THE ROLE OF TRUST IN SHAPING THE FUTURE OF DIGITAL ENTREPRENEURSHIP IN POST-PANDEMIC AZERBAIJAN

Öz

The COVID-19 pandemic has dramatically reshaped global economies, with Azerbaijan experiencing a significant acceleration in digital transformation. Digital entrepreneurship, an emerging sector in Azerbaijan, has become increasingly dependent on trust—particularly in the post-pandemic context. This article examines the role of trust in shaping the future of digital entrepreneurship in Azerbaijan, focusing on how the pandemic has influenced consumer behavior, investor confidence, and the regulatory landscape. Trust in digital platforms is critical for the success of e-commerce, fintech, and other digital businesses, yet concerns over privacy, security, and transparency persist. The article explores the factors that contribute 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 environment where trust between entrepreneurs, consumers, and investors can thrive. By analyzing recent trends and challenges in the Azerbaijani digital economy, the article highlights the importance of building a trustworthy digital ecosystem to ensure the long-term success of digital startups. Ultimately, trust will remain a foundational element in the growth of digital entrepreneurship in Azerbaijan, requiring continued investment in digital infrastructure, consumer education, and transparent regulatory frameworks

Anahtar Kelimeler

• Digital entrepreneurship
• trust
• COVID-19 pandemic
• Azerbaijan
• consumer behavior

PANDEMİ SONRASI AZERBAYCAN'DA DİJİTAL GİRİŞİMCİLİĞİN GELECEĞİNİ ŞEKİLLENDİRMEDE GÜVENİN ROLÜ

Öz

COVID-19 pandemisi, küresel ekonomileri dramatik bir şekilde şekillendirmiş ve Azerbaycan’da dijital dönüşümde önemli bir hızlanma yaşanmıştır. Azerbaycan'da ortaya çıkan dijital girişimcilik sektörü, özellikle pandemi sonrası dönemde güvene giderek daha fazla bağımlı hale gelmiştir. Bu makale, pandeminin tüketici davranışları, yatırımcı güveni ve düzenleyici ortam üzerindeki etkilerini vurgulayarak dijital girişimciliğin geleceğini şekillendirmede güvenin rolünü incelemektedir. Dijital platformlara olan güven, e-ticaret, fintech ve diğer dijital işletmelerin başarısı için kritik öneme sahiptir; ancak gizlilik, güvenlik ve şeffaflık gibi konularda endişeler devam etmektedir. Makale, dijital hizmetlerde güven oluşturulmasına katkı sağlayan faktörleri; güçlü siber güvenlik önlemleri, şeffaflık ve kullanıcı odaklı yenilik gibi unsurları araştırmaktadır. Ayrıca, girişimciler, tüketiciler ve yatırımcılar arasındaki güvenin gelişebilmesi için devlet düzenlemelerinin önemine de değinilmektedir. Azerbaycan’daki dijital ekonomi üzerine yapılan güncel eğilimler ve zorluklar analiz edilerek, dijital girişimlerin uzun vadeli başarısı için güvenli bir dijital ekosistem inşa etmenin önemi vurgulanmaktadır. Sonuç olarak, güven Azerbaycan’da dijital girişimciliğin büyümesinde temel bir unsur olmaya devam edecek ve dijital altyapıya, tüketici eğitimine ve şeffaf düzenleyici çerçevelere sürekli yatırım yapılması gerekecektir.

Anahtar Kelimeler

• Dijital girişimcilik
• güven
• COVID-19 pandemisi
• Azerbaycan
• tüketici davranışları

Kaynakça

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