56/4 – Marketing

Applying Theory of Use and Satisfaction to TikTok: A Systematic Literature Review of User Motivation

Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users‘ motivations

Ivana Domazet,

Jelena Krstić

Date: 25.07.2025.

DOI: 10.5937/mkng2504265K

How to Measure the Effectiveness of Video Ads: A Case Study Using Multiple Neuromarketing Tools

How to measure video-ads effectiveness: A multi-tools neuromarketing case study

Moohan Mohammadi,

Payam Paslari

Date: 19.09.2025.

DOI: 10.5937/mkng2504279M

The influence of lifestyle on consumer behaviour when shopping online

The influence of lifestyle on consumer behaviour in online shopping

Ivana Aleksić,

Tanja Vujović,

Theodora Janjić

Date: 02.10.2025.

DOI: 10.5937/mkng2504293V

Negative word-of-mouth of Generation Z in tourism

Negative WOM of Generation Z in tourism

Dunja Kostić,

Ksenija Leković,

Sanja Džever,

Tomislav Sudarević

Date: 13.10.2025.

DOI: 10.5937/mkng2504309L

From Information to Impact: The Effectiveness of Media Formats in Marketing Communications

From information to influence: The effectiveness of media formats in marketing communications

Nevena Blagojević,

Tamara Vlastelica,

Vladimir Pavković

Date: 28.10.2025.

DOI: 10.5937/mkng2504317B

Marketing Volume 56,
Issue 4

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Marketing Volume 56,Issue 4