معرفی
Jelena Gajic is a Professor at the University of Singidunum in Belgrade, Serbia, where she serves in the Faculty of Business within the Department of Marketing. With a comprehensive academic background and extensive publication record, she has established herself as a leading scholar in marketing, advertising, and consumer behavior fields.
- Doctoral studies at Singidunum University, Belgrade (2008-2011)
- Master's studies in International Marketing at Faculty of Economics, University of Belgrade (2001-2004)
- Basic studies in Marketing at Faculty of Economics, University of Belgrade (1992-1997)
- Cultural and Linguistic studies at XIII Belgrade High School (1988-1992)
Professor Gajic's research spans multiple marketing domains with particular emphasis on digital transformation in marketing practices. Her work bridges traditional marketing theories with contemporary digital applications, examining how technologies like AI and neuromarketing are reshaping marketing strategies. She has made significant contributions to understanding social media marketing effectiveness, advertising in digital environments, consumer behavior in tourism contexts, and marketing challenges in higher education institutions. Her research methodology often combines theoretical frameworks with empirical testing, including A/B testing and advanced analytical approaches.
Her recent publications demonstrate a clear trajectory toward technology-integrated marketing research. There's a strong emphasis on digital marketing channels, particularly social media platforms like Instagram, and their effectiveness across various contexts including higher education, tourism, and creative industries. Her work increasingly incorporates advanced analytical methods, including AI applications and neuromarketing research, to understand consumer responses. The pandemic's impact on travel behavior and digital communication strategies has also been a significant focus of her recent research, reflecting her ability to address contemporary challenges in marketing.
While specific awards aren't documented in the available information, her substantial publication record in reputable journals such as The European Journal of Applied Economics, TEME - Journal of Social Sciences, and others indicates professional recognition within her academic community.
Though specific advisees aren't listed in the available information, Professor Gajic's extensive publication record, particularly her work on student perspectives in higher education, suggests active involvement in mentoring and supervising student research. Her leadership in organizing conferences like Sinteza and FINIZ indicates significant contributions to academic community building. Her research on digital marketing, tourism, and consumer behavior has likely been supported by various institutional grants, though specific funding sources aren't detailed in the available information.
