Miloš Stojanović

This paper examines Canadian multicultural literature in relation to diaspora marginalization, focusing on Joy Kogawa’s exploration of silence and erasure in Obasan (1981), Dionne Brand’s fragmented constructions of identity in A Map to the Door of No Return (2001), and M. G. Vassanji’s articulation of hybrid identity in The In-Between World of Vikram Lall (2003). These literary perspectives are then extended to the digital age through an analysis of South Slavic diaspora communities in Canada (Serbian, Croatian, and Bosnian) and their forms of online cultural production and engagement. In the digital era, cultural marginalization is no longer solely produced through colonial discourse, patriarchy, or state violence, but is increasingly intensified by algorithmic regimes of visibility, self-representation, and surveillance. The paper demonstrates that digital platforms have transformed diaspora identity from print-based cultural memory into a participatory and continuously evolving system shaped by algorithmic logics. Therefore, marginalization occurs less through direct exclusion from literary production and more through language loss, reliance on dominant digital platforms, and the replacement of traditional publishing with informal online storytelling. The aim of this paper is to demonstrate that digitization has not resulted in the democratization of the literary and linguistic sphere, but rather that algorithmic filtering has contributed to the marginalization of languages with lower economic capital, including South Slavic languages.

This study investigates the practical implementation and impact of Generative AI (Gen AI) on marketing practices within the transitional economy of Serbia. Employing a qualitative, exploratory research design, we conducted semi-structured in-depth interviews with ten senior marketing professionals from leading Serbian companies across diverse sectors, including FMCG, telecommunications, and marketing agencies. The thematic analysis of data has revealed that while GEN AI adoption is growing, its application varies significantly between agile agencies and more structured corporations. Participants overwhelmingly cite enhanced efficiency, time savings and accelerated creative workflows as primary benefits. However, the research has also identified critical challenges, including the risks of "AI hallucinations", ethical concerns regarding data privacy and authenticity, and the potential for job displacement in operational roles. The findings point to the conclusion that the role of a marketing manager is not threatened but is evolving into a more strategic function. Successful integration of GEN AI in the Serbian market is contingent upon robust employee education, establishment of clear ethical guidelines, and the strategic adaptation of AI to leverage it as a creative partner rather than a replacement.

The use of modern technology has significantly altered how all economic entities operate as well as how customers and clients behave and expect to be treated. The financial sector has experienced substantial changes as a result of the digitalization process in the last decade. These modifications pertain to the client service delivery system, information exchange inside and between financial institutions, service quality, and the degree of security of digital channels used to deliver services to customers. As the most significant type of financial institution in the world and in the Republic of Serbia, banks have mostly digitized their customer communications and business processes. The high degree of service quality is of particular significance for customers. This article specifically aims to assess customer satisfaction with financial services delivered via banking application. For the purposes of this research study, 200 users of banking applications in the Niš region, representing a broad range of age groups, were surveyed. The SERVQUAL model was used to assess user satisfaction, and the data was processed in the SPSS software program with appropriate tests. Since the level of service quality from the perspective of users in Niš is not at a satisfactory level, we concluded from the analysis that banks must keep working on enhancing their apps and security.

It’s getting harder and harder for schools of the digital age to keep students interested, motivated and engaged, particularly in an online learning environment. The use of game elements not in the context of games, or gamification, provides innovative ways to increase emotional engagement and interactivity in the classroom. The research provides discussions noting the impact of gamification on motivation of e-learners in real situations and its studies applied at Metropolitan University. It also discusses the neuromarketing principles for enhancing instructional design through cognitive and affective triggers. In particular, the potential barriers for real-world use are discussed: moral questionings, decreased intrinsically motivation to act and dependence on technology. The findings of the study suggest that learners can benefit from gamification as it could potentially contribute to raising the quality of education and to the development of crucial competences in 21st century skills, provided that it is properly designed and supported pedagogically.

Nowadays, entrepreneurship plays an important role in the development of economy in the Republic of Serbia. However, in order for entrepreneurial ideas to really come to life and become successful, it is necessary for entrepreneurs to have an effective marketing strategy that will help them gain recognition and attract customers. Precisely in this context, digital marketing has imposed itself as an unavoidable factor in modern entrepreneurship. The modern era of digital transformation has changed the way entrepreneurs approach marketing. Today, digital marketing is one of the most effective ways to gain recognition, increase sales and attract new customers. Entrepreneurs in the Republic of Serbia increasingly recognize the importance of digital marketing, and apply different digital marketing strategies to improve their business. The goal of this paper is to investigate the importance of applying digital marketing in entrepreneurship in the era of the new digital economy. Through the analysis that was conducted, it was determined that entrepreneurs in the Republic of Serbia attach great importance to digital marketing. It was also concluded that those entrepreneurs who have been in business longer and have a larger number of employees, at the same time attach more importance to digital marketing channels.

Organic agricultural production as a holistic approach that aims to promote food production without the use of synthetic chemical fertilizers, pesticides, genetically modified organisms and the system of food production and use takes place in accordance with the principles of preserving biodiversity, soil and ecosystems. However, this system of agricultural production incurs significantly higher costs, and the price of organic agricultural products comes also at a high cost. In addition to the price, one of the most important aspects of acceptance of organic agricultural products by consumers is environmental awareness. The aim of this paper is to analyze the potential for the improvement of digital marketing channels for the promotion of organic agricultural products. The factor analysis applied in this paper has shown that advertising through digital marketing channels has the potential to boost sales, according to producers of organic agricultural products in the Republic of Serbia.

The impact of the quality of electricity on the pantograph is an important parameter for the supply of locomotives in railway companies (RCs). The subject of this research is the analysis of the quality of electricity on the pantograph of the 441-series locomotivelocated at distances of 1 km or 35 km from the power station in the electric traction system of Serbian Railways. The analysis included the simulation of the system in the MATLAB-Simulink software package (R2016a), which resulted in data that were often difficult to measure due to the complexity of the electric traction system. The obtained values indicate that the total harmonic voltage distortion on the pantograph of the 441 locomotive is 16.34% for 1 km and 51.06% for 35 km, while the EN 50160 standard prescribes a maximum of 8%. The total harmonic distortion current in the electric traction substation and through the locomotive pantograph is 33.42% (for 1 km) and 32.53% (for 35 km), showing anomalies in the supply of locomotives in RCs.

The problem that plastic bags cause to the environment is one of the most significant environmental problems. Not much attention is paid to this problem on the territory of the Republic of Serbia, and there is a gap where scientific research is concerned. In addition to mitigating this gap, the aim of this paper is to identify the basic factors which reduce the consumption of light (disposable) plastic bags using exploratory factor analysis. The results of the conducted analysis show that the development of environmental awareness, the availability of alternatives, social norms, and economic instruments that could be implemented in the future have a positive impact on the change in consumer behaviour on the territory of the Republic of Serbia when it comes to the use of plastic bags.

This article deals with the under-researched phenomenon of rural health entrepreneurship and its major characteristics. The purpose of this study is to explicate the process of providing health services in rural areas of a developing country and their relation to SDGs. The paper is based on six semi-structured interviews conducted with Serbian health entrepreneurs in rural areas (two private practices, two policlinics, and two dental practices), a review of laws and strategies relevant to the field, and three sessions of discussions with eight experts (four authors and four additional experts). The research methodology follows an empirical, mixed-method case study research procedure. The results are presented in relation to the aspects of frugality, family orientation, and sustainability-oriented innovation. The timeline of the six case studies demonstrates the increasing importance of health entrepreneurs in rural areas due to the aging population and, therefore, increased needs for quality healthcare in these areas. The financing instruments have also become more formal and substantial in recent years, enabling the growth of healthcare businesses in rural areas. However, a major obstacle to further sustainable development remains the non-refundability of services before the state-owned, obligatory health fund, creating major social inequalities, especially in rural areas.

This paper addresses applications and innovations that artificial intelligence (AI) as a technology provides to several segments of marketing, with an emphasis on the Republic of Serbia. The work is founded on the reality that artificial intelligence is drastically changing the way businesses engage with customers, collect and analyse data and develop individualized marketing tactics. Marketing gurus who do not use artificial intelligence in their work face far more challenges than their counterparts who do. As a result, the paper emphasizes the benefits of adopting artificial intelligence for consumer and competitor data analysis, user experience customisation, and marketing campaign optimization. The data collected in interviews with advertising industry specialists served as a foundation for the qualitative research. The findings of this article demonstrate that artificial intelligence, as an innovation, has enormous potential to transform the future and benefit the advertising sector.