Research on the use of digital marketing in small and medium-sized enterprises in the Republic of Serbia

Ravić, Nenad; Baltezarević, Radoslav; Radić, Nikola

doi:10.5937/megrev2202001r

Cited by 4 publications

References 8 publications

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Transforming Social Media Marketing Through Deepfake Technology

Sardana,

Mishra,

Singh

et al. 2024

Advances in Information Security, Privacy, and Ethics

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DeepFake technology has revolutionized social media marketing by providing marketers with an unparalleled opportunity to connect with audiences using realistic synthetic media. By utilizing sophisticated AI and ML algorithms, DeepFake technology allows for producing realistic material that blurs the distinction between natural and fictional. DeepFake offers marketers various alternatives to improve user engagement and foster brand loyalty, including personalized product suggestions and immersive storytelling experiences. Nevertheless, the extensive utilization of DeepFake technology brings about substantial apprehensions surrounding the dissemination of false information, violation of privacy, and ethical ramifications. Brands must carefully manage the challenges of incorporating DeepFake technology into their marketing plans. They need to find a middle ground between being innovative and responsible, using it ethically while leveraging its full potential to revolutionize social media marketing.

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Transforming Social Media Marketing Through Deepfake Technology

Sardana,

Mishra,

Singh

et al. 2024

Advances in Information Security, Privacy, and Ethics

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The role and importance of digital marketing techniques in creating user experience and customer engagement in the process of joint creation (co-creation)

Trajković,

Milosavljević,

Aleksić

2024

Ekonomika preduzeća

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Modern business conditions, characterized by the accelerated development of technique and technology, resulted from the globalization process, have completely changed the environment in which companies operate. The era of the Internet is characterized, on the one hand, by new business models, which have conditioned the digitization of business and especially marketing, and, on the other hand, consumers who are "loud and active", save their time, want quick feedback, individual offers and, consequently, participation in product design or service. In this regard, the subject of research in this paper involves correlational tests, on the one hand of respondents' attitudes towards digital marketing techniques and, on the other, their willingness to accept promotional content on the Internet, make a purchase decision, access electronic transactions and participate in interaction with company. The aim of the research is to analyze the contribution of digital marketing techniques in the creation of user experience and customer engagement in the process of joint creation (co-creation). A total of 335 respondents participated in the research conducted through a survey method. The results of the research show that the marketing content that companies place through digital marketing techniques influences consumers' decision to buy a certain product, while the quality and the way the marketing content is placed affect their loyalty. Also, user experience and customers' willingness to participate in different segments of co-creation are conditioned by the application of the mentioned techniques, as well as by interaction with the company through which customers can share their opinion and creativity, but also express their needs and wishes regarding the characteristics of products and services, which represents a way of personalizing the company's offer. The potential for business improvement through the application of digital marketing techniques is great, that's why investments in the aforementioned techniques represent an investment, not an expense.

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Confirmation bias in digital communication: The tendency of consumers to favor information that confirms their pre-existing beliefs

Baltezarević,

Ravić

2023

Megatrend revija

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Certain members of society, who are characterized by overconfidence, a relatively low level of knowledge, and a high level of misinformation or incomplete information, tend to selectively choose information from real life or the digital environment, in order to confirm their earlier incorrect beliefs. This phenomenon, known as "confirmation bias", is widely recognized in every society and mainly occurs in political discussions (by self-proclaimed "political analysts"), but also in discussions on the topic of global conspiracy theories. This kind of phenomenon is increasingly present in digital communication among consumers. Such individuals unfoundedly influence their followers (via electronic word of mouth or writing inaccurate reviews) by favoring one product or service over competing ones with baseless, truncated information or misinformation. Spreading misinformation in the digital environment can have very dangerous consequences. There are a large number of practical examples in which the spread of misinformation led to riots in the streets and violent behavior that even caused deaths.

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Research on the use of digital marketing in small and medium-sized enterprises in the Republic of Serbia

Cited by 4 publications

References 8 publications

Transforming Social Media Marketing Through Deepfake Technology

Transforming Social Media Marketing Through Deepfake Technology

The role and importance of digital marketing techniques in creating user experience and customer engagement in the process of joint creation (co-creation)

Confirmation bias in digital communication: The tendency of consumers to favor information that confirms their pre-existing beliefs

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