From the moment the Republic of Serbia declared a state of emergency in the summer semester of 2019/2020, higher education institutions (HEIs) used various teaching models from Distance Learning Systems (DLS), online platforms and modern information and communication technologies (ICT), to sending materials via student e-mails and notifications via faculty portals. Using survey research as a method, the paper describes the experiences of teachers and associates at HEIs in Serbia (780 respondents) regarding the efficiency of provided education services. In this article, we used the method of content analysis and participatory observation, as well. We analysed the attitudes of teachers and associates apropos the efficiency of providing educational services through the work from home (WFH) model and distance learning (DL) and other models used in response to COVID-19 epidemiological measures in education. During the WFH setup, we looked for factors that affect educational efficiency. When it comes to the statistical technique, factor analysis was selected. Technology, managerial support, and work–home conflict are all expected to impact process efficiency, so these were the first criteria considered when selecting potential factors. Principal Component Analysis (PCA) was used as the extraction method, and the Varimax rotation method was also used. We discarded all factors with eigenvalues below one. Four factors caught our attention: School management support, Family–work conflict, Home infrastructure, and Technology choice. The results showed that F1 (School management support) is positively correlated to F2 (Family–work conflict) and efficiency and negatively correlated to F3 (Home infrastructure). Conversely, F2 is negatively correlated to F3 and positively correlated to efficiency. The F4 factor shows no significant correlations to other factors.
This study aims to provide a comprehensive overview of the XR challenges, opportunities, and future trends that will impact higher educational institutions. The article discusses (using observation, participatory observation and as well as document analysis) the potential for augmented reality to be used in higher education, having in mind characteristics of Millennials (Generation Y) and Post-Millennials (Generation Z) and raises issues about responsible innovation, the future of work, and formal education. Additionally, survey research was completed among students in Serbia and Romania (103 respondents) within selected generations regarding their knowledge of extended reality and their attitudes towards opportunities and challenges of extended reality in Higher Education Institutions, and thus this paper also utilises quantitative analysis. A correlation matrix, composite reliability, and regression model were used to code the data and extract knowledge. A thorough review of the existing literature on one hand and primary research as well, using the chosen scientific methods, the planned purpose of the research will be obtained: to gain a better-understanding of the education needs of Generation Y and Generation Z and the potential use of XR as a response to the needs observed. The results of the quantitative analysis confirmed our starting assumptions: XR is an excellent technology facilitating the teaching processes allowing learners to more actively control their learning strategies and supporting the interactivity and connectivity that students and faculties experience. Furthermore, Generation Z students are more applicative for stating XR’s opportunities (instead of challenges) in higher education institutions.
Higher education in the Republic of Serbia needs to be reformed. This paper presents a performance analysis of the changes that the authors assume are mandatory, presenting the research problem this article addresses. Cabinet research, performed by analyzing the theoretical building blocks of available knowledge and experience, is underway. Articles and studies from various publications, such as academic journals and institutes, were used as sources. In addition, academic articles and papers and studies about artificial intelligence, machine learning, and extended reality were also consulted. The authors consider that these technologies could be of great assistance in developing a new higher education strategy. Further, this research is exploratory given that information from the 100 Serbian students from selected higher education institutions was used to better understand if these technologies are welcomed by students. Based on SmartPls software, the research analysis proved that artificial intelligence (AI) and machine learning (ML) are appropriate technologies implemented in higher education institutions (HEI) to develop skills among students, a collaborative learning environment, and an accessible research environment. Additionally, extended reality (XR) facilitates increased motivation, engagement, and learning-by-doing activities between students, offering a realistic environment for learning.
Marketing specialists, marketing academics and neurologists define more effective strategic approaches for communication with modern consumers through neuromarketing. Defining the limiting factors in the neuromarketing research process by examining the attitudes of relevant respondents was the aim of this empirical research. The conclusion was that neuromarketing research is a modern approach to understanding consumer behaviour during the process of purchasing products and services and that, within certain limits, is in line with ethical criteria
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