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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.

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.

In the current business environment organizations are forced to find the most effective marketing technique in order to improve the results of their business. Since each company's goal is to achieve effective and efficient business, one of the most important decisions is the choice of direct marketing media actions that are most suitable for contacting existing and potential consumers. In order to obtain information regarding the effectiveness of direct marketing media, market research provides an overview of market factors. Research presented in this paper intends to reveal consumer habits and preferences in order to determine the usage and effectiveness of direct marketing media. Presented results and models show that, in terms of communication and sales effects, Internet is the most prominent as a direct marketing medium for all age groups that are surveyed. Also, leaflets are a very effective medium of direct marketing for respondents of all age categories, and newspapers have been proved to be a very effective medium for consumers who frequently buy them. [ABSTRACT FROM AUTHOR]

The characteristics of a given target market are one of the main factors that need to be considered when selecting media to transmit a promotional message and achieve successful advertising. The authors of this paper will present the effectiveness of direct marketing media for different age groups of consumers in Serbia, with the aim of proposing a promotional-media mix of direct marketing media for consumers in different age categories. The aim of the research is to find out which direct marketing media are the most effective and which media are most suitable to respondents as members of a particular target group depending on their age and in relation to consumer habits. Effectiveness was observed on the basis of the frequency of reading promotional advertisents via direct marketing media in relation to the age of respondents. [ABSTRACT FROM AUTHOR]

Research Question: The adoption of Internet media of direct marketing by consumers in the Republic of Serbia as marketing innovations, both in terms of communication between advertisers and consumers as well as contemporary purchasing methods, has been presented in this paper. Motivation: The research in the field of marketing innovations mainly relates to their application by the organizations, and if there is any research on this topic from the perspective of consumers, it is not sufficiently detailed and useful to be of importance for the formulation of marketing strategies in the field of internet marketing. Idea: The methodological approach to studying this topic involves the application of a descriptive-analytical method in order to explain marketing innovations and diffusion of knowledge and technologies in internet marketing. Data: Empirical research has been performed in the period June-July 2017 on the territory of the Republic of Serbia by using the questionnaire survey method. The target group are consumers aged 15 to 64, in order to examine what their habits and preferences regarding the use of the Internet as direct marketing media are, including the frequency of using the Internet as direct marketing media, and especially social networks, for obtaining information on products/services, companies and ordering/purchasing via the Internet. The sample is stratified and it consists of 1,532 respondents. Tools: When processing data and interpreting the results, SPSS was used. Findings: It has been concluded that there is a statistically significant correlation between the consumer's age and the frequency of visiting social networks and following pages that users of these networks like. The number of consumers in Serbia who buy online is increasing from year to year and thus companies need to focus on Internet marketing. Contribution: This paper expands the existing research related to the adoption of Internet media in Serbia, especially focusing on the social networks that were not including in previous researches. The contribution of the conducted research is also in terms of the innovativeness of the consumers in Serbia. [ABSTRACT FROM AUTHOR]