The general objective of the research group is to study the development of the digital economy which is undergoing changes driven by the advancement of digital technologies, and to analyse the behaviour of economic entities using scientific methods.

Over the years, the research conducted by this group has been used to inform, support and evaluate policymaking in areas such as digital ecosystems, among others, e-commerce, digital entrepreneurship and digital payment systems.

The group is dedicated to advancing academic knowledge and industrial applications of broader thematic areas of digital marketing strategy, economic analytics and technology. Its goal is to facilitate leading national and international research in the scientific and industrial fields of digital marketing, addressing the needs of business and society in thematic areas of e-leadership, behavioural economics, digital advertising and social media, mobile marketing, platform and cloud services, web data management and innovative digital technology.

The group provides an inclusive and market-oriented environment for the development of research, encouraging interdisciplinary and multidisciplinary approaches to achieve maximum impact in real-world applications.

Papers

  • Melkić, Elma; Fraculj, Mario; Romić, Marin (2024). Analysis of competitive forces in the Croatian beer industry // Proceedings of the 28th CROMAR Congress “Marketing in Multiverse: From Real to Virtual”. Pula and Zagreb: Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”; Croatian Academy of Sciences and Arts
  • Krištof, Tomislav; Melkić, Elma; Sarajlić, Halida (2024). IS DIGITAL MEDIA ADDICTION LINKED TO RETAIL THERAPY? – A DEEPER INSIGHT // Proceedings of the 28th CROMAR Congress “Marketing in Multiverse: From Real to Virtual”. Pula and Zagreb: Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”; Croatian Academy of Sciences and Arts
  • Kaurin Knežević, Nada; Krištof, Tomislav (2024). How Gen Z and the Sex-Wellness Industry Became Friends in the Pandemic: More Toys, More Play but Lack of Open Conversation Remains // Proceedings of the 28th CROMAR Congress “Marketing in Multiverse: From Real to Virtual”. Pula and Zagreb: Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”; Croatian Academy of Sciences and Arts
  • Drašković, Nikola; Marković, Milivoj (2023). Will history repeat itself? The story of Swiss watchmaking and its strategic challenges // International journal of management cases, 25 (2023), 1
  • Drašković, Nikola (2022). The Marketing Potential of Social Robots: A Literature Review // International journal of sales, retailing and marketing, 11 (2022), 1; 110-120
  • Drašković, Nikola; Marković, Milivoj; Samardžija, Jasminka (2022). WHEN IMPOSSIBLE BECOMES POSSIBLE: THE ATYPICAL COBRANDING STRATEGY OF SWATCH AND OMEGA // 15th Annual Conference of the EuroMed Academy of Business Sustainable Business Concepts and Practices – Book of Proceedings / Vrontis, D.; Weber, J.; Tsoukatos, E. (ur.). Palermo: EuroMed Press
  • Fraculj, Mario; Lekaj, Lucian; Kondić, Lordan (2023). Research on attitudes toward minimalistic design in marketing communications // International journal of multidisciplinarity in business and science, 9, 14
  • Talajić, Mirko; Kopal, Robert; Mršić, Leo (2023). Impact of leadership on business performance – leadership analytical concept
  • Mršić, L. (2023). Impact of Artificial Intelligence on DOOH Advertising: Message-persuasion Level Enhancement Using Illusion Board and Personalized Insights
  • Grgec, Rok; Mršić, Leo; Konecki, Mladen (2023). Automated Analysis of Short Digital Messages Content with the Potential of Application in Business
  • Šipek, Matija; Žagar, Martin; Drašković, Nikola; Mihaljević, Branko (2022). Blockchain as an IoT intermediary // Lecture notes in networks and systems / Auer, Michael E.; Tsiatsos, Thrasyvoulos (ur.)
  • Perković, Ana; Trojak, Nataša; Sokić, Katarina (2022). THE ROLE OF ANCHORING EFFECT AND PERSONALITY ON CONSUMERS’ BEHAVIOUR // BOOK OF ABSTRACTS / Tucak Junaković, Ivana; Macuka, Ivana, Tokić, Andrea (ur.). Zadar: Odjel za psihologiju Sveučilište u Zadru/Department of Psychology University of Zadar
  • Fraculj, Mario; Šebek, Vanja; Šušković Jakopac, Marija (2022).  The impact of the Covid-19 disease pandemic on the operations of marketing agencies in Croatia // The post-pandemic world: A bad picture or a good opportunity? – zbornik radova / Gluvačević, Dejan (ur.). Zagreb: Veleučilište Edward Bernays
  • Muhar, Tin; Sokić, Katarina; Trojak, Nataša (2022). THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND FRAMING EFFECT IN MARKETING AND ADVERTISING MESSAGES // 23 rd PSYCHOLOGY DAYS IN ZADAR / Tucak Junaković, Ivana; Macuka, Ivana, Tokić, Andrea (ur.). Zadar: Odjel za psihologiju Sveučilište u Zadru/Department of Psychology University of Zadar
  • Zajec, Srečko; Mršić, Leo; Kopal, Robert (2021). Managing Human (Social) Capital in Medium to Large Companies Using Organizational Network Analysis: Monoplex Network Approach with the Application of Highly Interactive Visual Dashboards
  • Galić, Zvonimir; Ružojčić, Mitja; Bubić, Andreja; Trojak, Nataša; Zeljko, Lucija; LeBreton, James M. (2020). Measuring the motive for power using conditional reasoning: some preliminary findings // European journal of work and organizational psychology, 30, 2
  • Trojak, Nataša; Galić, Zvonimir (2020). How to select a true leader? Introducing methods for measurement of implicit power motive // Management (Split), 25, 1

Projects

  • Project title: Developing Skills in Intellectual Property Rights Open Data for Sustainability and Circularity (IPR4SC)
  • Project title: EqUal iNclusIon of LGBTIQ stUdents in VET (UNIQUE)
  • Project title: Empowering innovation intermediaries for contributing the commercialization of space (InnORBIT)
  • Project title: Shaping the next-gen EU tourism SMEs in the digital realm (EU Digi Tour)
  • Project title: Adriatic Regional Scientific Center for Capacity Building in STEM, ICT, entrepreneurship and active citizenship (Adriatic RZC STEM)
  • Project title: Education for Space for Croatia (Education 4 Space 4 Croatia)
  • Project title: Empowering participation and accelerating synergies in Widening countries with a focus on Green & Digital Transition (TWIN SYNERGIES)
  • Project title: Media Literacy Observatory for Active Citizenship and Sustainable Democracy (MELIA Observatory)
  • Project title: Fostering Innovation in the Danube Region through Knowledge Engineering and IPR Management (Knowing IPR)

Other useful information