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In the EAEU countries, unfortunately, entrepreneurship has not yet become a driver of economic development. Informal institutions can be considered a significant barrier to the development of entrepreneurship. The formation of a positive image of an entrepreneur is a necessary condition for the development of entrepreneurial activity and the strengthening of trust between business, society and government. Objective: to determine the direction of forming a positive image of an entrepreneur in the EAEU countries for the development of the entrepreneurial layer of society. Research methods: An abstract-logical approach is used based on a system analysis of the formation of a positive image of an entrepreneur. The analysis is based on the data of the international project Global Monitoring of Entrepreneurship, and the results of research work in the SIU-branch of the RANEPA. The correlation between the attitude to the image of the entrepreneur and entrepreneurial activity is proved. In higher education institutions, it is necessary to develop entrepreneurial education. At the same time, digital educational technologies should be widely applied, soft skills should be formed. The media have significant potential for impact on society, constitute the main PR tool. Material on promoting entrepreneurship should be presented in new online media forms: forums, blogs, online conferences, Internet messengers integrated into the mobile phone interface. The formation of a stable positive image of an entrepreneur among all sectors of the population will strengthen trust between society and businesses, business and the state to realize the entrepreneurial potential of the EAEU countries.

Creating a Positive Image of an Entrepreneur in the EAEU Countries in the Digital Economy