Search

Starting from the sociological understanding of culture as a set of determinants that channel social movements, the authors analyze the complex Kosovo-Metohija reality with a focus on material monumental heritage and its destruction with the aim of political revision of the past and falsification of Albanian identity. The vandalism of ethnicreligious instrumentalized Albanian groups is concealed by the construction of a media memory of collective memories, which aims at a manipulative strategy of gradually gaining the political support of world opinion. The analysis of characteristic case studies proved the destructiveness of the devastation of the monumental heritage for the Serbian identity, because without the symbolic bearers of the past, the national community that created also disappears. Demolished cemeteries, burned monasteries and churches, with expelled Serbs as bearers of symbolic meaning, opened up space for Albanian nationalists who, by "Kosovizing" Serbian cultural heritage, create their own identity, with the intention of showing that they have always lived in these areas. The theoretical framework is based on British cultural studies that use numerous forms of memorial culture to replace identity and change the culture of memory

The paper deals with the presentation and analysis of parasocial communications using relevant communication theories and the psychology of media, communications and relationships, because new patterns of choice in communication processes have changed the way an individual enters into social relationships - from given (imposed) to chosen. The approach is expanded with a practical aspect - research into the parasocial communication of Novak Đoković and his followers on the official Facebook page of our tennis player. The period during Roland Garros 2022 was taken for two reasons: it is one of the most important tournaments and the first big one after the break caused by refusing to be vaccinated against Covid/19 virus, which is why Đoković did not participate in two of the four biggest tournaments before that year, and that at the same time he defended the position of the first player on the ATP list, which is why the engagement of followers was more intense than average. The approach is extended with a practical aspect - research into the parasocial communication of Novak Đoković and his followers on his official Facebook page. The ways in which Đoković addresses his fans and the content of his posts on Facebook encourage the development of a sense of closeness and familiarity among the audience. The research proved that parasocial interaction is realized in virtual communication in which Novak Đoković's followers use the opportunity to address him through Facebook and often expect a return reaction. Social networks thus realize their procreative function, which is manifested in parasocial interaction through the exchange of messages, participation, togetherness and feedback simulation. Parasocial relationships are characterized by nonreciprocity, i.e. the fact that only one party knows a lot about the other, while the reverse is not true.

The paper explores the importance of local culture in advertising in Southeast Europe, in particular in Serbia. The aim of the research was to examine whether there is any difference in perception among people in Serbia toward brands using local advertising campaign and brands using global advertising campaigns. The research included 520 respondents and the analysis included different statistical methods. The study examined the extent to which the influence of culture on the communication strategy is felt, and whether this impact is the same for all target audiences and for all product categories. The research reveals whether customers from Serbia prefer local or global campaigns, and whether the choice of the local versus the global has a more positive impact on brand perception. The findings showed some interesting and contradictory results: consumers prefer local advertisements rather than global campaign, though other finding indicate strong influence of globalization Serbia as represent of Southeast Europe countries.

Strategic communication is one of the expressions of the soft power and represents an instrument in the political and security achievement of national interests. One of the strategic communication forms is lobbying. Potential lobbying of foreign policy is significant, as it could be realized through direct military intervention for support of interest group goals. The paper presents gained results of interest representation of Albanian interest groups regarding U.S. foreign policy as support of the achievement of the separatists' goal in the form of the Republic of Kosovo. Using content analysis and conclusions synthesis, the paper presents results that indicate effective and productive effects of applied interest representation strategy. It is a suggested that base of common interest should focus on political, economic and security interests, and institutional preconditions for effective lobbying of U.S. institutions. Conclusions indicate that organized and strategically planed lobbying approach to U.S. institutions can bring very good results.

The paper deals with the value-based segmentation conducted on Millennials generation in Serbia. It presents the research findings of the five segments of the Serbian Millennials according to their values and life style. The subject of defining the set of segments was processed by conducting a cluster and factor analysis on the representative national sample of Millennials in Serbia. Once the cluster analysis discovered the segments, the next step was to understand the essence of the clusters or segments. The sample is consisted of 1000 respondents, reflecting the population structure of the Serbian generation Y according to gender, age, region and type of settlement (urban / rural). The analysis showed some quite interesting and in some parts contradictory results. The results of this survey are relevant for sociologists, strategists, communications professionals and managers who are interested in this generation of voters, consumers, employees, leaders and entrepreneurs.

The paper elaborates the concept and significance of media policy and implements it to the Serbian Armed Forces. The importance of the media in the security sector at national and international level is analyzed and the need for good media representation of the Serbian Armed Forces is emphasized in order to support the public for important decisions concerning military and security issues. The concept of strategic communications and their relationship with the media policy that the Armed Forces should develop as one of the instruments of soft power, which is of interest not only to this system, but also to the state and society, has been presented. Moreover, the main elements are presented, whose fulfillment would create conditions for the establishment and conduct of an adequate media policy as an instrument of soft power.

The authors of this paper have analysed the current and future tendencies in digital marketing communications(DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident, as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.

The Belgrade fortress with Kalemegdan, or the Kalemegdan complex, represents one of the most preserved cultural and historical units in Serbia, important for studying the past of many nations and the epoch. Above all, the complex is significant as a part of the former limes of the Roman Empire, but also as a place of importance for the national history of the Middle Ages and New Age. As such, this unit is recognized and protected as a cultural heritage of exceptional importance. The next step towards the achievement of international law protection is enrolment on the UNESCO World Heritage List. In order to achieve this, it is necessary that the unit be deprived of military character. The paper analyses the formal and essential relocation of the Belgrade Military Museum outside the Belgrade Fortress area, as well as other additional contents, all for the purpose of returning more authentic Kalemegdan complex. The paper analyses the legal, organizational and other elements of this idea, as well as the benefits that will be gained through its realization.

In this manuscript, authors first define and explain the concept, as well as the types of impulsive (unplanned) purchases, and then the techniques that can be used to encourage consumers to perform them. In addition, the types of people who have the impulsive buying tendency are defined. Finally, authors define and analyze factors in connection with consumers' behavior which can be viewed as triggers for impulsive purchase of a product and/or services. A review of the literature presented in this paper can help sales managers and companies to better understand the causes of consumers' impulsive behavior. In addition, the information presented can be used by brand managers when compiling business plans.

An amazing development of sport business has been present in the past decades. This trend started in the mid-twentieth century. One of the basic reasons for this state is the marketing, media and PR conversion of major sports events into spectacles with properties of a short-term global phenomenon. Benefits of such a global expansion of sports mega-events are not purely financial, although the financial benefit is the most obvious one. The positive effect of PR of sports mega-events is generating the positive attitude of sport and sport practice. Trend of actively spending one's leisure time is derived from a general interest in sport activities today (though this is not necessarily followed by practicing sport activities). Therefore, there is an emphasized need for further development of Public Relations and Communication strategies, knowledge and understanding of the communication management of sports events. The coordinated implementation of PR activities and communication methods in sports reduces potential negative social impacts and any financial losses on the one hand, but it more commonly increases the benefits of the aforementioned elements. Analyses and research in this field are rare and therefore this paper represents initial theoretical contribution. The paper analyzes the special event-sporting spectacle as an instrument of PR communication in the broader social context.

CrossFit is recognized as one of the fastest growing training programs in the World. Due to its width of scope and essentially simple applicability, it has registered a large number of practitioners and clubs practicing it worldwide in the last ten years. Its simple and understandable concept has made it possible to create a large social capital - a large number of practitioners, instructors and clubs, which are also a part of the program promotion (word-of-mouth). In addition to becoming a category in itself, CrossFit has grown into a distinct culture, and the foundations of this program are its functionality and people’s need to exercise and live a healthy life. Due to the number of people practicing this program, the 5-digit number of CrossFit clubs worldwide and its large and continuous media presence, it can be said that CrossFit has become a constantly evolving global sports movement with a huge marketing potential. CrossFit is one of the best examples that simple things and ideas are usually the most effective in any branch, including the sports industry.

Complex research in the field of print and electronic media and relations preference towards them has been non-existent in Serbia, so the paper aims to provide initial guidance in this regard. An instrument (questionnaire) was formulated for the purposes of this study and used for measuring respondents' assessment of strengths and weaknesses of the print or electronic media. The research was conducted at the national level in Serbia, with a large number of respondents (432), using a number of different variables on the Likert scale. Respondents evaluated a total of ten items pertaining to different aspects of the advantages and disadvantages of print and electronic editions. The results can be of great importance to the media and other participants in the advertising industry-advertising agencies and advertisers. The scientific contribution of this paper is shown in the initial data the researchers gained in the fields of the media, marketing and advertising, regarding the perception of the print and electronic newspapers and magazines editions in Serbia.

The aim of this study was to investigate the association between socio-demographic variable and attitudes of respondents from Serbia and Croatia towards organic food. Consumers around the world have a positive attitude towards organic food without particular differences between various socio-demographic variables. However, the level of organic food consumption is low - organic farming covers 1% of agricultural land. High price and low income of respondents represent the basic limiting factors. The economic factor is especially important for the markets of Serbia and Croatia. Also, a lack of information and trust in the organic production and organic certificates constitute part of the decision in purchase. Therefore, manufactures of organic products needs marketing activities to build a recognizable brand and develop trust among consumers. Also, consumers have shown a high degree of self-awareness in making decisions about the purchase of organic products, which makes brand communication at the point of sale very important.

The aim of the work is the analysis of current business situation in which the apple producers in Bosnia and Herzegovina are positioned with development and use of holistic marketing concept as a model for improving the competitiveness of apple producers in Bosnia and Herzegovina. The methodology, which is applied in this work, is a combined qualitative and quantitative research technique. The in-depth interview is used for qualitative research, and for quantitative research the analysis of the import, export, production, trade and the cash flow data, available from statistical agencies, were used. The results showed that the new, developing, apple production strategy is necessary in order to correspond to the business challenges of the 21st century. In the new model of developing, it is suggested that the holistic approach to marketing has the central role. Holistic marketing, with its elements, has a potential to improve competitiveness on the domestic market and to create conditions for stable development of the apple production in Bosnia and Herzegovina.

The expansion of services sector is the characteristics of modern and developed societies that influence national economy. Therefore, the analysis of services, as a concept and part of marketing is very significant. In this sense, the paper researches a particular service - the taxi services in the capital of Serbia. Through this research, the authors try to define the groups of customer of taxi services and their preference and attitudes. The research was performed in period May to July 2014, by direct contact with customer of taxi services. The results of research have confirmed the initial hypothesis and provide possibilities for further insight into the way of using taxi services and general circumstances that characterize them in mentioned region. On this basis, it is provided proposals for improvement of taxi services and easier outreach of target groups.

As studies have shown, family businesses are the oldest and most common form of business organization in the world and is a key foundation of the global economy. Experience has shown that the family firm in the Republic of Srpska increasingly opt for hiring professionals for public relations or hiring agency for this work, for resolving crisis situations. The problems they face are, on the one hand, an insufficient budget for the integration of marketing communications and the management of unreason benefit from IMC. On the other hand, sometimes it's already failed separation of family business relationships. Hypotheses to be proven, are associated with insufficient support from family firms by the authorities in the Republic of Srpska, which implies limiting the growth of family firms, and insufficient investment in IMC, regardless, whether family firms have developed an export strategy. Hypothesis has been detected at levels of cognition. The first is proved for the general hypothesis, and then the collateral hypothesis. The sample of 208 family businesses in the Republic of Srpska and statistical analysis methods are descriptive analysis and chi-square test.