Borislav Rajkovic

Borislav Rajkovic serves as a Research Associate at the Leibniz Institute of Agricultural Development in Transition Economies (IAMO) within the Department of Agricultural Markets. His research focuses on digital transformation in agri-food systems, particularly examining social media's impact on consumer trust and market dynamics in Serbia and the Western Balkans.

His research interests center on Consumer Behavior, Experimental Economics, and Economic Effects of Social Media in agricultural contexts. Rajkovic employs advanced methodologies including structural equation modeling and discrete choice modeling to analyze how digital platforms influence food value chains, with particular emphasis on trust mechanisms to reduce information asymmetry.

Rajkovic's publication trends reveal a concentrated focus on digital agriculture since 2018, with increasing output in high-impact journals. His work consistently bridges agricultural economics with digital innovation, demonstrating strong regional specialization in Serbian and Western Balkan food systems while addressing universal challenges in food marketing transparency.

Rajkovic actively participates in major research initiatives including AgriDigital, eTrust-Food, FOODScopeVR, IAMO XR Lab, SecureFood, and TRUSTFARM. These projects explore digital solutions for enhancing food system resilience, consumer trust through transparency, and climate-smart agricultural practices.

His doctoral research at the University of Belgrade examined social media's effects on consumer preferences, building on his master's work investigating short food supply chains. As a DAAD fellowship recipient since 2018, Rajkovic combines theoretical rigor with practical applications for small and medium agricultural enterprises.