Faculty of Economics

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Author: search.filters.author.Fotova Čiković, KaterinaLanguage: search.filters.language.English (United States)

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    The Impact of Influencers and Influencer Marketing on the Formation of Public Opinion: Perceptions of Croatian Students
    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2023-12-15)
    Fotova Čiković, Katerina
    ;
    Keček, Damira
    ;
    Posavec, Jelena
    The terms influencer and influencer marketing are relatively new. However, they have raised research issues and gained a lot of attention in various research areas, ranging from social psychology, information and communication technology to marketing. Nevertheless, the impact of influencers on the adoption of new products and services, brand awareness and brand recognition is undeniable. Despite the impressive growth and popularity of influencers and influencer marketing in general, there is a lack of academic and practitioner research on the impact influencers have on the formation of public opinion. This study attempts to provide better insight and understanding of this subject as well as to represent a stepping stone for future research in this area. The theoretical starting points of this paper accentuate the knowledge based on influencers and influencer marketing, the formation of public opinion and the role of media in the formation of public opinion. The main objective of this paper is to determine the impact of influencers and influencer marketing on the formation of public opinion on everyday topics among a sample of 142 students from University North in Croatia from May to July 2022. The paper examines the differences in students' perception of influencers and influencer marketing on the formation of public opinion with regard to gender, age, level of study and type of study. The obtained results indicate that there is a statistically significant difference in the surveyed students about the influence of influencers and influencer marketing on the formation of public opinion according to the level and type of study and provide new insights for marketing and media practitioners.
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    LITERATURE REVIEW ON DEA BANKS' APPLICATION IN THE WESTERN BALKANS
    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2022-11-11)
    Fotova Čiković, Katerina
    ;
    Keček, Damira
    ;
    Tkalec, Damira
    This study aims to identify and present the relevant studies employing DEA applications in bank efficiency evaluation in six Western Balkan (WB) countries as follows: North Macedonia, Serbia, Montenegro, Kosovo, Albania and Bosnia and Herzegovina (B&H). This article implements an extensive systematic literature review of studies that employ the DEA methodology in the efficiency evaluation of Western Balkan countries’ banking systems. The conducted literature review has surveyed the Scopus, Web of Science (SSCI and SCI papers) and Google Scholar databases with „Data Envelopment Analysis“, „Western Balkan“ (and each of the WB countries as keywords) and „Bank“ as keywords for the search following the PRISMA guidelines for systematic literature review. Thereafter, a manual survey of these studies was conducted, which eventually resulted in 31 papers regarding the efficiency of WB countries’ banking systems. This study provides an in-depth literature review on bank efficiency studies with DEA in each of the analysed Western Balkan countries (eight in Serbia, six in North Macedonia, none in Montenegro, three in Albania, three in Kosovo, five in Bosnia and Herzegovina and six cross-country studies that include any of these Western Balkan countries), as well as a presentation of their used models, the selected variables and their findings. The findings reveal that, in most cases, the large banks in WB are most efficient and the small-sized banks are the least efficient. This literature review indicates that the surveyed studies have been published in the period between 2008 and 2022. The findings primarily show the applicability of DEA in the bank efficiency literature.