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Social and environmental responsibility of apparel sector has been drawing rising attention of policymakers and researchers in recent years. One possible solution to curb the detrimental effects caused by the clothing industry is to invoke more responsible demand of its heavy users, such as young clothing customers. This study aims to examine a model of the determinants of environmentally and socially responsible clothing consumption of young adult customers in a developing economy. The study has been performed on a convenience sample of 439 respondents in Serbia, by means of structured online survey. Exploratory factor analysis (EFA), followed by two-step structural equation modeling procedure (SEM)-implying an examination of a measurement model, followed by testing of structural relationships-has been performed within data analysis. Results of the study indicate green consumption values as the most influential determinant of responsible apparel consumption, followed by conscious consumption and receptivity to green communication. Findings of the study contribute to the body of knowledge on responsible consumption and provide directions for practitioners and policymakers. Study limitations are noted and future research directions are provided.

The objective of the study is to propose and empirically examine a model of the determinants of Generation Z apparel consumers’ intentions to dispose of their used clothing in a sustainable way, via clothing collection and recycling boxes established in fashion retail stores. The study builds upon the acknowledged model for human behavior predictions, the Theory of Planned Behavior, and enhances it by the inclusion of green consumption values. A survey performed in Serbia by means of self-administered questionnaire resulted in 386 responses. Structural equation modeling (SEM) indicated perceived behavioral control as the most influential determinant of customers’ intentions to dispose of used clothing via clothing collection boxes. Subjective norms, in spite of insignificant direct impact on intentions, emerged as the second most relevant determinant of customer disposal intentions, in terms of total effect, followed by green consumption values and attitudes. Implications of the study are discussed and limitations and future research directions are noted.

This study offers insight into the performance measurement practice of winter destination hotels in Bosnia. The research was conducted through face-to-face interviews with hotel owners, managing directors and managers. In the metrics measurement structure, financial metrics dominate, but hotels use non-financial metrics to a significant extent as well. The results point to the existence of differences in performance measurement of hotels of different income and sales growth. Moreover, the research highlights that managers mostly assess the usefulness of both organizational and operational metrics as above average. Unlike performance measurement, the managers’ attitudes differ only with hotels of different sales growth.

This paper aims to propose a conceptual model which will unveil how fans of different film genres observe the importance of elements of marketing mix when consuming products in the film industry during COVID-19 pandemics. To verify the proposed conceptual model, a survey was conducted during the lockdown and the responses of 1606 individuals from Serbia, who declare themselves as film fans, were analyzed using structural equation modelling analysis. The results support the assumption that the respondents who prefer different film genres give different importance to elements of the film marketing mix. Our findings show that based on the genre of the film marketing activities can be tailored so as to improve their effects, especially during the pandemics and post-pandemics period. It is believed that the herein presented research could initiate further research on the issue of modelling marketing activities in the film industry based on consumers' genre preference and behavior.

One of the industries that has been hit the most by the Covid-19 is the film industry. Practitioners and experts in the field are in need to better understand the changed consumers and their new behaviour so that they can adequately communicate with them. The population segment which attracts the most attention are the Millennials due to the fact they have a high level of self-interest, they mix streaming services, and their purchase intention building is much slower compared to other generations. This study aimed to propose a segmentation approach in the film industry based on genre preference. To verify the proposed approach, an online survey on consumer habits and attitudes towards different elements of film marketing mix was conducted at the beginning of the Covid-19 lockdown in Serbia. Upon that, biclustering algorithm was employed to segment the respondents. Finally, similarities and differences between retained segments were explored, which provided insights on which elements of film (elements of product, Word of Mouth, Frequency of consumption, and elements of promotion) respondents pay attention to based on their genre preference. The observed similarities and differences led to the creation of tailored communication strategies for each segment, which could improve the effectiveness of marketing activities in the film industry during the Covid-19 era, and could be extended in the post-Covid era.

This study aimed to define the specific relationships between fashion style preference on the one side and product, promotion, word of mouth (WOM) and fashion lovers' behavior on the other side during the COVID-19 crisis. Structural equation modelling (SEM) analysis was employed to unveil the mutual relations of the two and to verify the proposed conceptual model. The conceptual model was tested based on the answers of 642 respondents. The preference for a specific fashion style proved to have an impact on the product, promotion, WOM and fashion lovers' behavior during COVID-19. Moreover, those elements have an impact on the frequency of fashion apparel consumption. Based on these results, fashion companies can tailor their activities in line with the predominant style of their fashion apparel to improve their economic sustainability during the post-COVID-19 era.

Sazrevanje je jedan od najvažnijih procesa proizvodnje visokokvalitetnih alkoholnih pića, uključujući viski, rakiju i konjak. Kontakt drveta i destilata je presudan korak za migraciju hemijskih jedinjenja koja evociraju nova senzorna svojstva konačnih proizvoda. Novi ukus je ugodan za vrlo široku grupu potrošača i zavisi od kulturološki uslovljenih preferencija. Da bi se demistifikovala glavna hemijska jedinjenja, koja doprinose aromi, njihovo povezivanje sa senzornim profilom alkoholnih pića, koja su starila u buradima je presudan korak za ubrzanje vrlo dugotrajnog procesa, bez smanjenja kvaliteta. Na obrasce konzumiranja alkoholnih pića uticali su promenjene sklonosti potrošača i povećana dostupnost različitih vrsta alkoholnih pića na tržištu. Izbor jedne vrste alkoholnih pića u odnosu na druge značajno je oblikovan spoljašnjim atributima pića i faktorima koji zavise od samih potrošača, ali izbor između različitih dostupnih opcija jedne vrste alkoholnog pića može se zasnivati na potrošačkoj percepciji njegovih specifičnih senzornih atributa. Stoga, kombinacija ukusa, arome, boje i drugih senzornih atributa alkoholnih pića može da oblikuje percipirani kvalitet od strane potrošača i generalno utiče na potencijal njihovog tržišnog uspeha., Aging is one of the most important processes in the production of high-quality spirits, including whisky, brandy and cognac. The contact between wood and distillates is a crucial step for the migration of chemical compounds, which evoke the novel sensory properties of the final products. Novel taste is pleasurable for a vast group of consumers and depends on cultural preferences. In order to demystify the main chemical compounds for aroma contribution, connecting them with a sensory profile of aged spirits is a crucial step in hastening the very timeless process without decreasing the quality. Consumption patterns of spirit drinks have been influenced by changed consumers' preferences and increased availability of different types of spirits on the market. Consumers' choice of one type of spirit drinks over others is significantly shaped by extrinsic attributes and consumer-based factors, but the choice among different available options of the single type of spirit may be based on consumers' perception of its specific sensory attributes. Therefore, the combination of taste, aroma, color and other sensory attributes of a spirit drink can shape consumers' perceived quality of the spirit and impact the potential of its market success in general.

As a main input for economic growth and competitiveness, foreign direct investments (FDI) remain one of the most important sources in both emerging and developing countries. This study emphasizes the importance of FDI into Serbia's economy by analysing the forecasts between FDI, GDP, the unemployment rate and global competitive index (GCI). In this paper, authors focussed on a comparison of FDI inflows from China, Russia and the EU countries. According to the multiplicative and seasonal aspects of trend analysis considered, projections show a gradual increase in GDP, FDI, competitive ranks and a decrease in the unemployment rate for the following 5 years. These results shed light on the future potential directions under which investment and other public policies should be created. Theoretical and practical implications are also discussed.

Koncept brenda poslodavca se intenzivno razvija i predmet je interesovanja i istraživanja teoretičara i praktičara iz oblasti kako marketinga, tako i menadžmenta ljudskih resursa. Cilj istraživanja koje je predstavljeno u radu je da ispita sadržaj oglasa za posao najpoželjnijih poslodavaca u Srbiji, kao i da ispita u kojoj meri komuniciraju elemente koje potencijalni kandidati vrednuju kada procenjuju atraktivnost poslodavca. Analizom sadržaja utvrđeni su i klasifikovani sadržaji oglasa za posao najpoželjnijih poslodavaca u Srbiji. Analiziran je 291 oglas za posao 18 najpoželjnijih poslodavaca objavljenih na Infostud platformi u periodu mart-jun 2021. U istraživanju eksplorativnog tipa, urađena je kvalitativna i kvantitativna analiza objavljenih oglasa za posao. Utvrđeno je da radno okruženje i mogućnosti za sticanje znanja u najvećoj meri čine sadržaj oglasa za posao najpoželjnijih poslodavaca u Srbiji. Pored toga, kada su niže pozicije u kompanijama u pitanju, češće se komuniciraju instrumentalni apsekti radnog mesta, odnosno informacije u vezi sa zaradom, bonusima i nagrađivanjem. Iako deo sadržaja oglasa nisu bili svi elementi kojima se opisuje poželjan poslodavac, utvrđeno je da najpoželjniji poslodavci u oglasima obraćaju pažnju na vizuelna rešenja, teme koje su prikazane na fotografijama, angažovanje zaposlenih u funkciji komunikacije brenda poslodavca, kao i da komuniciraju brendove proizvoda koje kompanija nudi., The concept of the employer brand has been developing intensively and it is the subject of interest and research of scholars and practitioners in the field of both marketing and human resource management. The aim of the research presented in the paper is to examine the content of job advertisements of the most desirable employers in Serbia, as well as to examine the extent to which they communicate the elements that potential candidates value when assessing the attractiveness of employers. By employing content analysis, the content of job advertisements of Serbian most attractive employers is determined and classified. In total, 291 job advertisements of 18 most desirable employers published on the Infostud platform in the period March-June 2021 were analyzed. In the exploratory research, a qualitative and quantitative analysis of published job advertisements was performed. The results of the research indicate that the content of job advertisements of the most desirable employers in Serbia most often communicates about the work environment and opportunities for acquiring knowledge. In addition, instrumental aspects of the workplace, ie information related to earnings, bonuses and rewards, are communicated more often for lower positions. Although not all elements describing the desired employer were part of the content of the advertisements, it was determined that the most desirable employers in the advertisements pay attention to visual solutions, topics shown in photos, engaging employees in communicating the employer's brand, and communication of product brands.

Istraživanje u oblasti različitih ekoloških tema, među kojima je i tema zelenog oglašavanja, dobija sve veći značaj tokom poslednje tri decenije, iako bi tek trebalo da dostigne svoj puni potencijal. Kako koncept zelenog oglašavanja privlači sve veću pažnju naučnika, uporedo raste i znanje o ovoj temi. Zeleno oglašavanje, generalno, ima za cilj promociju proizvoda proizvedenih na ekološki prihvatljiv način ili promovisanje korporativne odgovornosti oglašavača prema životnoj sredini. Procena efektivnosti zelenog oglašavanja je neophodna kako bi se podstakle kognitivne i afektivne reakcije potrošača na ove oglasne poruke, kao i njihovo naknadno ekološko ponašanje. Ovaj rad sadrži pregled relevantne literature na temu efektivnosti zelenog oglašavanja. Rezultati analize literature pokazuju da zeleno oglašavanje predstavlja efikasno sredstvo komunikacije u kontekstu uticaja na stavove i ponašanje potrošača, iako je ostvarena efektivnost često posredovana dejstvom određenih faktora, kao što su: svest potrošača o životnoj sredini, regulatorni fokus potrošača, skepticizam potrošača, tip oglasne poruke., Research on various environmental topics, among which is the topic of green advertising, has been growing during last three decades, but it is yet to gain its full potential. Since the topic of green advertising has been gaining rising attention of scholars, the body of knowledge on this topic has been growing as well. Green advertising in general aims to promote products produced in an environmentally-friendly manner, or to promote advertiser's corporate responsibility toward an environment. The evaluation of green advertising effectiveness is necessary in order to stimulate cognitive and affective reactions of consumers to green advertisements, as well as their subsequent environmentally friendly behaviour. This article contains the review of the relevant literature on the topic of green advertising effectiveness. The findings of the literature review indicate that green advertising represents an effective communication means to influence consumers' attitudes and behaviour, even though its effectiveness is often mediated by certain factors, like: consumers' environmental consciousness, consumers' regulatory focus, consumers' scepticism, claim type.

Dok se u teoriji racionalnog donošenja odluka smatra da izbori koje vrše ljudi ostaju dosledni i predvidivi čak i u slučajevima kada se iste informacije predstavljaju na različite načine, u stvarnim situacijama odluke potrošači su pod uticajem njihovih ličnih karakteristika, navika, normi i ranijeg iskustva, kao i ograničenja ljudskih kognitivnih mehanizama. Generalno, pod heuristikama se podrazumevaju brzi kognitivni procesi u donošenju odluka koji ponekad mogu dovesti do pojave određenih pristrasnosti koje oblikuju konačne odluke. U marketinškoj komunikaciji, opšti kapacitet ljudi da prave kognitivne greške podstakao je primenu određenih principa prilikom formulisanja poruka kako bi se na taj način podstakli primaoci poruka da naprave predvidive kognitivne greške prilikom donošenja odluka. Predmet istraživanja u ovom radu je utvrđivanje kako podsticanje određenih kognitivnih pristrasnosti u marketinškoj komunikaciji može uticati na odluke primalaca poruka. Istraživanje je obuhvatilo primenu dve istraživačke metode - posmatranja i eksperimentalne metode. U čak 80% posmatranih oglasa registrovano je podsticanje bar jednog tipa kognitivne pristrasnosti. U obe eksperimentalne situacije pokazalo se da spremnost da se plati proizvod zavisi od načina formulisanja promotivne poruke., While in the theory of rational decision making, it is considered that people's choices remain consistent and predictable even in cases when same information is presented in different ways, in real situations consumers' decisions are affected by their personal characteristics, habits, norms and past experience, as well as limitations of human cognitive mechanisms. In general, heuristics can be perceived as fast cognitive processes in decision making which can sometimes lead to the occurrence of biases which shape the final decision. In marketing communication, the general capacity of people to make cognitive errors encourage the application of certain principles in formulation of messages in order to instigate recipients to make predictable cognitive errors when making decisions. The subject of the research is to determine how the encouragement of cognitive biase sin marketing communication can affect decisions of messages recipients. The research included the application of two research methods observation and experimental method. In as many as 80% of the observed advertisements, the encouragement of at least one cognitive bias was registered. In both experimental situations, it was shown that the willingness to pay for a product depends on the way the promotional message is formulated.

Cilj istraživanja u ovom radu podrazumeva sticanje uvida u način na koji se marketinška komunikacija izmenila pod uticajem digitalne transformacije i upotrebe društvenih medija. Savremene strategije marketinške komunikacije posmatrane su u kontekstu pojave tehnoloških inovacija kao i demografskih trendova koji su postavili generaciju Y u centar interesa marketinških teoretičara i praktičara. U tom smislu, ovaj rad istražuje ulogu i značaj dominantnih korisnika društvenih medija, influensera, u kreiranju savremene marketinške komunikacije. Uzimajući u obzir činjenicu da današnje potrošače karakteriše visok stepen digitalne sofisticiranosti, istraživanje u ovom radu usmereno je ka rastu značaja društvenih medija kao glavnih izvora sticanja i deljenja informacija. U ovom radu prezentovani su rezultati empirijskog istraživanja koje je za cilj imalo sticanje uvida u stavove generacije Y u Srbiji u pogledu influenser marketinga. Doprinos ovog rada ogleda se u kritičkoj analizi prikupljenih podataka, čime se povećava korpus znanja iz ove oblasti., The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of dominant information sources shift, as well as demographic trends that have placed Generation Yin marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users - influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.

Predmet istraživanja disertacije odnosi se na kulturnu diplomatiju kao činioca u promeni imidža Republike Srbije u svetu. Međunarodni kulturni odnosi predstavljaju značajan segment ukupnih međunarodnih odnosa, pa se, u složenim društvenim okolnostima, postavlja pitanje kakva je njihova uloga za poboljšanje imidža Republike Srbije u svetu. U okviru teorijskog dela rada, obrazložena su naučna saznanja o kulturnoj diplomatiji i o imidžu, analizirani oblici i subjekti međunarodne kulturne saradnje, nadležnosti državnih organa Republike Srbije u kulturnoj diplomatiji, interkulturni dijalog i saradnja, kulturno nasleđe Srbije u funkciji kulturne diplomatije, kao i uloga i značaj srpske dijaspore u kulturnoj diplomatiji. Kulturna politika, kao fundament kulturne diplomatije, sagledana je u kontekstu transnacionalnih kretanja u Evropi. Razmatrani su aspekti kulturnog identiteta, imidža i brendiranja Srbije, a takođe i uloga medijskog predstavljanja kulturnog identiteta u promeni imidža Srbije. U empirijskom delu disertacije, analizirana je međunarodna kulturna saradnja Republike Srbije u periodu 2000-2015. godine - nosioci, sadržaji, učestalost kulturnih aktivnosti, kao i njihovi efekti u poboljšanju imidža Republike Srbije. Prikupljena su mišljenja srpskih i inostranih diplomata o pitanjima kulture diplomatije i o njenom uticaju na promenu imidža Srbije u svetu. Radi sagledavanja iste problematike, sakupljeni su i stavovi naših umetnika koji gostuju u inostranstvu - o inicijatorima gostovanja, sadržajima programa koji su predstavljeni u inostranstvu, načinu finansiranja, personalnom aspektu kulturne diplomatije, a naročito o efekatima gostovanja na promenu slike o Srbiji. U okviru prikaza rezultata istraživanja obavljeno je testiranje pojedinačnih, posebnih i opšte hipoteze i izneti su zaključci o rezultatima istraživanja, kao i preporuke za buduće inicijative i poduhvate. U svim segmentima rada, utvrđeno je da je zajednička tačka oslonca poboljšanja imidža Srbije upravo d

Pregovaranje, kao vrlo složen i dinamičan socijalni proces, zahteva pronalaženje rešenja kojim, sve uključene strane mogu da realizuju svoje ciljeve. Stvaranje usmerenog i razrađenog komunikacionog sistema podrazumeva potrebe za informacijama, njihovu važnost, kanale komunikacije, učestalost komuniciranja i efikasnost. Komunikacione potrebe potvrđuju se potrebama za informacijama, neophodnim za efikasno pregovaranje, osećajem informisanosti u odnosu na događaje koji mogu da utiču na stvaranje dodatih vrednosti. Predmet ovog rada jeste istraživanje i analiza uticaja marketinških komunikacija na proces poslovnog pregovaranja i stvaranje dodatih vrednosti. Istraživački problem doktorske disertacije usmeren je na ispitivanje interaktivnog i međuuticajnog odnosa između instrumenata marketinške komunikacije i faza poslovnog pregovaranja, kao instrumentinstrumenata za kreiranje dodatih vrednosti. Shvatanje poslovnog pregovaranja kao filozofije poslovanja, u čemu posebno značajnu ulogu ima marketinška komunikacija, omogućava preduzeću ostvarivanje mnogobrojnih koristi, odnosno stvaranje elemenata dodatih vrednosti. Upravo se ispitivanjem ciljne javnosti potpomaže merenje efekata miksa marketinških komunikacija, pa tako i njihov uticaj na poslovne pregovore., Negotiating as a very complex and dynamic social process points to finding a solution by which all involved parties can achieve their goals. Creating a focused and elaborated communication system implies information needs, their importance, communication channels, frequency of communication, and efficiency. Communication needs are confirmed by the need for information necessary for effective bargaining, a sense of awareness with regard to events that may affect the creation of value added. The subject of this paper is the research and analysis of the influence of marketing communication on the process of business negotiation and creation of value added. The research problem of the doctoral dissertation is focused on questioning the interactive and interpersonal relationship between marketing communication instruments and phases of business bargaining as instruments for creating additional values. Understanding business bargaining as a business philosophy, where marketing communication plays an extremely important role, enables the company to realize a number of benefits or create value added elements. Just by questioning the target audience, it supports the measurement of the impact of marketing communications and therefore the influence of those on business negotiations.

Predmet istraživanja doktorske disertacije je teorijski i praktični aspekt strateškog planiranja marketing informacionih sistema u poslovanju, uz proveru i uvođenje novog pristupa i metoda u formiranju informacionog sistema u poslovanju. U disertaciji je urađeno istraživanje u oblasti novih pristupa formiranja informacionih sistema u poslovanju, uključujući nove vidove prikupljanja podataka putem Interneta, društvenih mreža i visokointeraktivne online komunikacije. Istraživanje je obuhvatilo preglednu analizu i sistematizaciju postojećih znanja u oblasti kvalitativnih i kvantitativnih metoda marketinških istraživanja u cilju formiranja infomacionog sistema u poslovanju, komparaciju, prednosti i mane u odnosu na klasične metodologije formiranja informacionog sistema i analizu problema sa kojima se istraživači susreću prilikom koncipiranja i implementacije informacionog sistema u procesu podrške poslovanja. Osnovni cilj istraživanja doktorske disertacije je razvoj i unapređenje metodologije za strateško planiranje, koncipiranje i implementaciju marketinških informacionih sistema, kao sistema podrške u procesu poslovanja. Posebni ciljevi istraživanja bili su sistematizacija i naučna analiza dosadašnjih primera strateškog planiranja marketing informacionih sistema u procesu poslovanja iz naučne literature i prakse, istraživanje uticaja podrške marketing informacionih sistema u svim aspektima procesa poslovanja, kao i analiza poslovnih praksi i ponude na tržištu marketing informacionih sistema u Srbiji i regionu. Specifičan cilj istraživanja je razvijanje svesti kod zaposlenih u kompanijama o značaju primene strateškog planiranja marketing informacionih sistema u poslovanju. U disertaciji su naglašene prednosti primene marketing informacionih sistema, kao platforme u procesu poslovnog odlučivanja. Ukazano je na važnost teorijskog i praktičnog unapređenja ove oblasti i njene primene u praksi. Istraživanje predmeta doktorske disertacije u teorijskom delu zasnovano je na si, The doctoral disertation present theoretical and practical aspect pf strategic marketing information systems in bussines, according to new bussines approach and methodology in forming information systems in bussines. In doctoral disertation is present empirical research in field of new approach in forming information systems in bussines, including new types of collecting data on Internet, social media and highinteractive online communications. Research give analysis and sistematization of theoretical knowledge in field of qualitative and guantitative methods of marketing research in order to form information systems in bussines as competetive strengh and opportunities for better position on market place. Basci goal of researh of doctoral disertation is development and imrpivement of methodologies for strategic marketing planning and implementation of marketing information systems, as platform and base in process of strategic marketing planning. Specific goal of research was systematization and scienfic analysis of good examples of strategic marketing planning of information systems in bussines process, according to scientific literature, as well as, based on research of impact of marketing information systems in all aspects of bussines process. Analysis taked place on market of Serbia and region. Specific goal was development of internal marketing awareness in companies about importance of implementation of strategic marketing information systems in bussines process. Doctoral disertation present importance of strategic marketing information systems, as platform in process of bussines decision. The disertation emphasize that on bussines process is important theoretical aspect, as well as, empirical research, based on systematization, analysis, sintesis of relevant iterature and research's results in field of strategic marketing planning of information systems in bussines decision making. This sistematization of knowledge present merge of theotetical knowledge and res

Uvod/Cilj Osnovni cilj ovog članka je da se razvije osnova za kreiranje strategije marketinga na internetu u preventivnoj zdravstvenoj zaštiti kroz istraživanje i kampanju za vakcinaciju protiv humanog papiloma virusa (HPV). Cilj studije je bio uvođenje strateškog pristupa socijalnog marketinga na društvene mreže u kampanji za vakcinaciju protiv humanog papiloma virusa u Srbiji. Metode Kvantitativno istraživanje je sprovedeno anketiranjem putem interneta, tokom decembra 2016. godine, u koje su bili uključeni roditelji čija su deca kandidati za vakcinaciju. Rezultati Dobijeni rezultati istraživanja pokazali su da skoro jedna trećina ispitanika ne zna šta je HPV, a skoro isti broj ispitanika zna da HPV uzrokuje rak. Pored toga, samo 14,5% ispitanika zna da je HPV bolest koja se najčešće prenosi u svetu. Uz odgovarajući nivo svesti o bezbednosti vakcine, 97% ispitanika bi odlučilo da vakciniše svoju decu. Vakcinaciju može da priušti samo 39% roditelja, mada na promenu njihovog mišljenja utiče informacija o ceni HPV vakcine. Shodno tome, 97,5% ispitanika bi se opredelilo za vakcinaciju u slučaju da je besplatno. Zaključak Na osnovu rezultata i poređenja sa najboljim praksama drugih zemalja, predložili smo marketinšku strategiju preko društvenih mreža. Kampanja se fokusira na podizanje svesti o potrebi vakcinacije protiv HPV-a i prevenciju karcinoma, uključujući širenje informacija ciljnoj populaciji putem društvenih mreža., Introduction/Objective The main aim of the paper is to develop a foundation for creating internet social marketing strategy in preventive health care, through research and campaign for vaccination against human papillomavirus (HPV). The aim of the study was to introduce a strategic approach of social marketing on social networks, for vaccination against HPV campaign in Serbia. Methods Quantitative research was conducted through the internet in December of 2016, using the survey method. Participants in the study were parents whose children were candidates for the vaccination. Results The research has shown that nearly one third of respondents do not know what HPV is, and about the same number of respondents know that HPV causes cancer. In addition, only 14.5% of respondents know that HPV is the most common transmitted disease in the world. With adequate awareness of safety, 97% of respondents would decide to vaccinate their children. Only 39% of parents could afford the vaccination, although opinion change is caused by the information about the price of the HPV vaccine. Consequently, 97.5% of the respondents would opt for vaccination in the case that it is free. Conclusion Based on the results, and compared with best practices of other countries, we provided a marketing strategy via social networks. The campaign focuses on the raising awareness of the need for HPV vaccination and cancer prevention, including disseminating information to the target population, through social networks.

Purpose - The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors. Design/methodology/approach - To verify the proposed conceptual model on a particular sports competition, a questionnaire related to the UEFA Champions League sponsors in the season 2016/2017 was designed. The data were analysed using structural equation modelling. Findings - The results provided support to the claim that higher involvement in a sport and higher exposure to a sponsored event lead to higher recall and recognition of embedded advertisements. Conversely, the same two factors alongside sponsor awareness do not affect the attitude towards sponsors. On the other hand, sponsor awareness and attitude towards sponsors have a direct positive role on the future purchase intention of sponsor products/services. Practical implications - The findings illustrate that to maximise the effectiveness of their embedded advertisements, sponsors should not merely concentrate on brand awareness, but should go beyond and attempt to improve the consumers' positive perception of their products and services. Moreover, by sponsoring a sport event, the sponsors can be sure that their message will be effectively transmitted to the ones who are fans of the sport and the sponsored competition. Originality/value - The present study empirically explores the factors which influence the recall and recognition of embedded advertisements and how the achieved level of sponsorship awareness impacts purchase intentions.

Предмет дисертације је стратешко управљање људским ресурсима у агросектору Републике Србије (РС). Циљ дисертације био је развој одрживих села. Анализирано је управљања људским ресурсима руралних подручја помоћу образовања. Дисертација је фокусирана на модерно образовање и знање које представљау круцијални део конкурентне пољопривреде. Анкетном методом прикупљени су подаци за преко 400 пољопривредних газдинстава Златиборског округа..., The subject of this PhD thesis is strategic human resource management in the agricultural sector of the Republic of Serbia (RS). The thesis is aimed at the sustainable rural development. It analyses human resource management in rural areas by means of education. The thesis focuses on the contemporary education and knowledge, which represent the crucial part of competitive agriculture. Data about more than 400 agricultural households in Zlatibor District have been collected using questionnaires...

U sveobuhvatnim reformama koje očekuju R Srbiju u procesu približavanja Evropskoj uniji, značajno mesto će zauzimati i reforma zdravstveno-socijalnog sistema. Već sada je evidentno da država Srbija, prvenstveno zbog finansijsko-organizacionih aspekata, neće moći da se osloni isključivo na državne zdravstvene sisteme, već će značajno mesto zauzeti i mreža privatnih zdravstvenih ustanova. Iako na teritoriji R Srbije već postoji određeni broj ovakvih ustanova, pa čak i sistema, ovaj sektor je tek u razvoju i u budućnosti treba očekivati njihov dinamički prosperitet. S obzirom na navedeno, uspešnost razvoja privatnih zdravstvenih ustanova u velikoj meri će zavisti od pravilnog organizovanja marketinško-prodajnih procesa i predviđanja izazova sa kojima će se ovakve ustanove susretati u tržišnoj utakmici koja je tek počela. Definisanje i razvoj modela međuzavisnosti prodajnih i marketinških aktivnosti aktivnosti i njihov uticaj na razvoj i pozicioniranje brenda je priporitetni zadatak menadžmenta privatnih zdravstvenih ustanova i sistema. Ovaj rad će nastojati da, shodno dosadašnjim iskustvima i naučno istraživačkim projektima, da osnovne smernice za njihovo predviđanje., In conceptual reforms, which are expected to happen in the Republic of Serbia, during its approaching to the European Union, the reform of the health-social system will take very remarkable place. It is very obvious now that Serbia will not be able to rely exclusively on state health systems, firstly because of financial and organizational aspects, so the network of the private health institutions will certainly take very important place in the health system in Serbia. Although there is a certain number of this kind of the institution, even systems in Serbia, this sector is in progress and in the future we should expect its dynamical prosperity. Considering all of these facts, the success of development of the private health institutions will mostly depend on proper organization of marketing and sale process and prediction of challenges where those institutions will meet each other in a trade game which has just started. Definition and developmental model of inter-dependency of sale and marketing activities and their influence at development and brand position is the preferential management task for private health institutions and system. This work will tend to give some basic recommendation for their expectation, agreeable with previous experiences and scientific-research project.

Indirektno oglašavanje i video igre predstavljaju dve veoma aktuelne teme. Sve je više korisnika video igara u svetu, a sve je manje onih koji veruju u tradicionalne vidove oglašavanja. Kako bi se dosegao veći broj potrošača, danas se sve više koristi indirektno oglašavanje, pa ovaj tip oglašavanja u video igrama postaje sve atraktivnije polje delovanja. Iako postoje mnogobrojne studije u oblasti primene indirektnog oglašavanja u video igrama, do sada se autori nisu bavili istraživanjem kako različita motivacija za igranje utiče na prihvatanje indirektnog oglašavanja i da li će se u zavisnosti od tipa motivacije efekti od indirektnog oglašavanja biti različiti. Ovo će omogućiti bolje ciljanje igrača video igara i povećanje efikasnosti indirektnog oglašavanja u video igrama. U ovom radu se istražuje da li različite kategorije primarne motivacije mogu da utiču na efekte oglašavanja, kao i da li se, u zavisnosti od primarne motivacije, razlikuju stavovi igrača prema indirektnom oglašavanju., Product placement or indirect advertising, and video games are two very current themes. There are more and more video game users in the world, and fewer are those who have confidence in traditional forms of advertising. In order to reach a larger number of consumers, product placement is increasingly used today, and product placement in video games is becoming an increasingly attractive field of action. Although there are numerous studies in the field of the application of product placement in video games, authors have so far not been concerned with studying the way different motivation for playing influences the acceptance of product placement and whether, depending on the type of motivation, the effects of product placement would be different. This will allow better targeting of video game players and increasing product placement efficiency in video games. This paper examines whether different categories of primary motivation can affect the product placement effects, and whether players' attitudes towards product placement differ, depending on the primary motivation.