Journal of Social Sciences

Impressum

GDN — Mon, 15 Jun 2026 00:00:00 +0000

Journal of Social Sciences

DIGITAL MARKETING ADOPTION AMONG STARTUPS IN INDIA: AN EXPLORATORY STUDY USING S-O-R FRAMEWORK

Maurya Sushil Kumar, Sharma Sandeep, Jayanta Chakraborti — Mon, 15 Jun 2026 00:00:00 +0000

India is right now going through an exciting phase of the entrepreneurial drive where first-generation entrepreneurs are creating startups that are solving issues and challenges faced by customers and creating wealth for themselves. India right now has the third largest number of startups in the World right after USA and China. In a parallel development, we have also seen the meteoric rise of digital marketing which offers to run targeted marketing campaigns that deliver outcomes at optimum costs. Many startups are using digital marketing tools and technologies for business promotions, while many others are refraining from using digital marketing.

This research paper explores digital marketing adoption by startups using the SOR theory. We have used constructs like hedonic values, utilitarian values and environmental stimuli that act either as facilitators or inhibitors to encourage or discourage digital marketing adoption by startups. Our major findings are that environmental stimuli act as a strong facilitator in encouraging the adoption of digital marketing by startups while utilitarian values act as a strong inhibitor in dissuading the adoption of digital marketing. The findings are significant as they will help the policymakers, regulators, incubators, accelerators, venture capitalists and startup promotion councils to understand how startup companies...

THE ANALYSIS OF SELECTED PERFORMANCE MANAGEMENT INDICATORS IN THE PUBLIC HEALTH SECTOR IN SERBIA

Biljana Ljubanović, Jasmina Đurašković, Ana Slavković — Mon, 15 Jun 2026 00:00:00 +0000

The modern approach to measuring business performance is based on monitoring a set of Key Performance Indicators (KPIs) comprising financial, non-financial, and product or service quality performance. Non-financial and service quality performances are particularly significant for public health organizations operating in the non-profit sector, where profit is not the primary measure of success. To improve the quality of healthcare services and measure performance within the public health sector, various assessment models and mechanisms are utilized, including healthcare accreditation. Monitoring healthcare quality indicators, as well as evaluating patient and employee satisfaction, is conducted as a mandatory activity to enhance the quality of delivered healthcare services. The aim of this paper is to present the prevalence of healthcare accreditation and its impact on patient and employee satisfaction as selected performance management indicators in the public health sector. The research methodology involves a quantitative, secondary analysis of publicly available data based on accreditation records of healthcare institutions in the Republic of Serbia for the period 2011-2025, and a statistical analysis of patient and employee satisfaction data in public healthcare institutions in the city of Belgrade for the period 2011-2023. The results and conclusions may have practical significance for the healthcare system...

DIGITAL TWINS AS A NEW ORGANIZATIONAL FORM: REAL ESTATE MARKET MANAGEMENT IN THE ERA OF ARTIFICIAL INTELLIGENCE

Marija Majstorović, Milan Radosavljević, Života Radosavljević — Mon, 15 Jun 2026 00:00:00 +0000

The real estate market, thanks to the application of advanced technologies, has undergone a radical transformation in all its phases, from the design and construction of real estate, through its marketing, providing legal certainty for the ownership and maintenance, all the way to use of real estate by its users. This statement is universal and applies to residential, industrial, social real estate or facilities for leisure, sports, etc.

The application of digital technologies and digital twins has eliminated the traditional information asymmetry that long prevailed in the real estate market, enabling all stakeholders across all stages of construction and real estate transactions, from investors and developers to buyers and end users, to gain insight into the actual condition of a property and access necessary information regarding the building’s history, the quality of the land on which it was constructed, its structural stability and overall quality, as well as other relevant information contained in real estate passports. Particularly important are the information concerning the safety of buildings and their legal status, i.e., the legal security of real estate. Artificial intelligence adds a new level of quality by enhancing digital twins with additional information regarding the physical, legal, and energy condition of...

MULTICULTURALISM AND INTERCULTURALISM: BETWEEN THE COEXISTENCE AND INTERACTION OF CULTURES

Dragana Pešić Jenaćković — Mon, 15 Jun 2026 00:00:00 +0000

This paper analyzes multiculturalism as the dominant theoretical and practical model for managing cultural differences in contemporary societies, and interculturalism as its critique and possible alternative. Starting from the fact that contemporary societies are characterized by pronounced cultural diversity, the paper outlines the basic premises of multiculturalism, with particular emphasis on issues of identity, minority rights, and the relationship between individual and collective rights. It further examines the main criticisms of multiculturalism, especially those related to its tendency toward passive coexistence of cultures, the lack of genuine interaction, and its limited capacity to overcome social inequalities and conflicts. It is noted that multiculturalism, although significant as a normative framework for the recognition of diversity, has a limited scope in practice, and the focus is placed on the concept of interculturalism. The basis of interculturalism is dialogue, exchange, and the permeation of cultures, which strengthen social cohesion and foster mutual understanding between different cultural groups. It is concluded that interculturalism is a more dynamic, functional, and suitable model for contemporary societies, especially in the context of globalization and intense identity transformations.

THE E-SPORTS INDUSTRY AT A GLANCE: DEVELOPMENT, COMMUNICATION AND FINANCIAL ASPECTS

Lidija Madžar, Aleksandra Perović, Milica Popović — Mon, 15 Jun 2026 00:00:00 +0000

The electronic sports (e-Sports) industry is a professional sector of video gaming in which players, teams, and organizations compete according to defined rules, prize pools, and a commercial infrastructure analogous to traditional sports. Its significance derives from multiple interrelated factors influencing society, the economy, and technology, including the rapid expansion of the digital entertainment industry, its substantial economic, cultural, and social impact, technological innovations, professionalization of competitive gaming, and the global accessibility and democratization of sports.

This paper examines the development, communication strategies, business models, and core financial mechanisms of the e-Sports industry, aiming to provide a comprehensive understanding of its distinctive characteristics. Over the past few decades, e-Sports has evolved from amateur arcade tournaments into a global industry that attracts millions of spectators, professional players, and investors worldwide. This growth has been driven by technological innovations, the expansion of the digital economy, the proliferation of the Internet, the emergence of streaming platforms, as well as the professionalization of teams and leagues.

Public relations (PR) in e-Sports are defined by unique characteristics stemming from its digital nature, the rapid flow of information, a young and digitally literate...

GEOPOLITICAL CHALLENGES IN THE CONTEXT OF ENERGY SECURITY AND THE OIL CRISIS

Anđelka Aničić, Ana Anufrijev, Goran Dašić — Mon, 15 Jun 2026 00:00:00 +0000

Energy security is most commonly defined through the prism of a state's energy dependence. In practice, it represents the actual relationship between energy demand and a state’s capacity to either produce that energy domestically or secure it through imports. The strategic goal of any state is to achieve the highest possible degree of energy independence. Geopolitical risks arising from great power competition have shifted the understanding of energy security for energy-dependent nations.

The war in Ukraine has triggered numerous changes in the international system, with the most significant challenges spilling over into the energy sector. The energy sector of the Republic of Serbia has been directly affected by these risks. Accordingly, this paper analyzes the primary geopolitical risks to the energy security of the Republic of Serbia, considering the country's specificities regarding its energy balance, energy needs, and its approach to maintaining supply stability and reducing system vulnerability.

The authors propose a combination of short-term and long-term strategies as the most effective framework for preserving the energy security of the Republic of Serbia. Short-term strategies must include the optimization of logistical flows, efficient management of strategic reserves, and flexible procurement contracts to ensure system resilience against external shocks...

BUSINESS FINANCING AND THE IMPACT OF IFRS ON THE FINANCIAL RESULTS’ ACHIEVEMENT AND PRESENTATION OF COMPANIES ENGAGED IN GLOBAL BUSINESS

Nenad Dugalić, Sonja Žarković, Radica Pavlović — Mon, 15 Jun 2026 00:00:00 +0000

Modern business operations take place under conditions of intense globalisation, increased competition, and constant changes in international financial markets. In such an environment, business financing is one of the key factors for sustainable growth and long-term stability. Aligning financial decisions with internationally accepted accounting principles, particularly with the International Financial Reporting Standards (IFRS), is of special importance, as they ensure the transparency, comparability, and reliability of financial information. The subject of this paper is the analysis of business financing in the international economic environment, with a special focus on the application of accounting principles in the financial decision-making process. The aim of the paper is to determine the role of accounting standards in securing quality sources of financing, reducing financial risks, and strengthening the trust of investors and creditors. The paper is based on an analysis of relevant domestic and foreign literature, as well as the application of scientific methods of analysis, synthesis, and comparison. The research findings indicate that the consistent application of international accounting principles positively impacts the efficiency of business financing and a company's competitive position in the global market.

THE ATTITUDE OF CONSUMERS TOWARDS PRIVATE LABELS AND THEIR LOYALTY

Ivana Nikolić — Mon, 15 Jun 2026 00:00:00 +0000

Consumer loyalty is one of the basic elements on which the success of retail chains in modern markets is based. Brands are one of the ways that retail companies use to strengthen customer loyalty. The subject of the research carried out is the analysis of the relationship that consumers of different ages have with private labels and the use of this relationship to create and strengthen their loyalty towards given retail chains. Emphasis in the research is placed on the role that consumers' age has on their attitude towards private labels. The research aims to demonstrate the extent to which private labels can represent a source of loyalty among different consumer groups towards retail chains. The results of the research, which was conducted on a sample of 311 respondents, indicate that the attitude consumers have towards private labels has a significant impact on their loyalty towards the retail chains that own them. Respondents aged 46 to 65 have the most positive attitude towards private labels. The highest level of loyalty towards retail chains, based on the relationship people have with their private labels, is expressed by those over 65 years old.

CRIMINAL LAW PROTECTION OF INFORMATION SECURITY IN THE CONTEXT OF COMPUTER FRAUD

Sofija Milenković, Sanela Veljković, Anita Klikovac — Mon, 15 Jun 2026 00:00:00 +0000

Globalization, development of new and increasingly advanced information and communication technologies and relocation of communications and activities from physical to cyber space have created an abundance of opportunities as well as risks. Protecting cyber space in the virtual world has become just as crucial as protecting the national borders in the real one. The expansion of new entities – social networks – at the beginning of 21st century, has opened up new domains for high-tech crime and various abuses of computer data that are generally driven by economic interest. The most common type of high-tech crime is computer fraud, abusing data and thus affecting their electronic processing and transmission, in turn causing extremely harmful consequences for the citizens, state and society. It is concluded that it is up to the state authorities and legislators to gain on technological development to be able to timely prevent such criminal acts using appropriate legal regulations, preventive, educational and other coordinated measures, i.e. to adequately sanction them, in order to provide the required levels of security to both individual users and society as a whole.