معرفی
Ana Pap Vorkapić, PhD, is a Professor at the Department of Marketing, Faculty of Economics and Business in Osijek, University of Osijek. Her academic journey includes postdoctoral studies in Management (defended 2019) and has been a faculty member since 2014. She transitioned to her current rank of Professor after serving as an Assistant Professor since 2020.
Her research focuses on non-profit marketing (particularly political and social aspects), consumer behavior, voter behavior, and generational studies with a focus on Generation Z. Notable areas include:
- Nonprofit marketing strategies impacting prosocial behavior
- Political marketing to reduce civic apathy
- Generational differences in pandemic-era consumer behavior
- Employee turnover prediction using machine learning
Teaching responsibilities include undergraduate and graduate courses such as Market Analysis, B2B Marketing, Web Analytics, and Political Marketing. She actively contributes to academic governance as an editorial board member for an international journal and CROMAR member. Her work integrates digital marketing trends with organizational behavior insights.
Key professional activities include organizing international symposia, publishing over 30 peer-reviewed articles since 2015, and collaborating on projects like neural networks for energy consumption prediction. Her research bridges marketing theory with practical applications in political strategy, sustainability, and cultural institutions.
