Volume 57, Issue 1 (2026) of the academic journal Marketing comprises three original scientific articles and two review papers.
The contributions published in this issue address topics related to innovation in marketing, the satisfaction of scientific conference participants, the application of artificial intelligence in marketing, and sales management.
Dejana Zlatanović and Julija Vidosavljević examine the importance of different types of innovation for the creation of consumer satisfaction. Julija Vidosavljević i Dejana Zlatanović. The study highlights three types of innovation: product innovation, process innovation, and marketing innovation. Their impact on consumer satisfaction is analyzed using multiple regression analysis. Furthermore, the moderating role of corporate image in the relationship between innovation types and consumer satisfaction is tested. Particular attention is also devoted to the relationship between consumer satisfaction and loyalty. The results emphasize the significant role of product innovation and marketing innovation in the process of generating consumer satisfaction. The findings further indicate that strengthening a company’s reputation amplifies the relationship between product and marketing innovation and consumer satisfaction.
Nevena Bevanda, Nikolina Vrcelj and Vuk Bevanda analyze the motivational factors influencing attendance at scientific conferences. The study examines five motivational factors: destination and leisure, academic and professional development, networking, travel convenience, and costs. Based on the research results, the authors conclude that destination and leisure, as well as academic and professional development, stand out as the two key drivers of conference participants’ satisfaction. The study was conducted on a sample of 127 respondents from a total of 19 countries.
Natalija Panić, Selena Stanojević, and Mina Živanović explore the application of artificial intelligence in advertising. Natalija Panić, Selena Stanojević i Mina Živanović. They conducted an insightful study aimed at comparing general attitudes toward the use of artificial intelligence in advertising between consumers who prefer traditional advertisements and those who favor AI-generated advertisements. The target group consisted of Millennials and members of Generation Z, who expressed their views on a holiday advertisement by the Coca-Cola brand created by humans, as well as on an advertisement whose content was generated using artificial intelligence. The study concludes by assessing the extent to which AI-generated content succeeds in conveying brand value to consumers in comparison with traditional advertising formats.
Another paper published in Issue 1 addresses the application of artificial intelligence in the broader context of marketing communications. The authors, The authors, Konstantinos Papageorgiou and Konstantinos Milioris, investigate the impact of artificial intelligence on the degree of content personalization delivered to consumers via social media. Konstantinos Papageorgiou i Konstantinos Milioris. Their study investigated the impact of artificial intelligence on the level of content personalisation delivered to consumers via social media. This paper reviews 35 studies to understand the benefits that AI-driven personalisation brings to brands in social media marketing. The authors also consider the ethical dilemmas and risks associated with AI-driven content personalisation.
Sales management is undergoing significant changes driven by the broader trend of digitalization affecting many spheres of contemporary business. In this context, Biljana Lazarević, Veljko Davidović, Kosana Vićentijević, and Merisa Kurtanović analyze the impact of sustainability and artificial intelligence on the functioning of modern sales models. Biljana Lazarević, Veljko Davidović, Kosana Vićentijević i Merisa Kurtanović u svom radu analiziraju uticaj održivosti i veštačke inteligencije na funkcionisanje savremenih prodajnih modela. The paper discusses the evolution of sales from traditional to digital approaches and highlights the key competencies required of sales professionals in the new digital environment. Particular emphasis is again placed on artificial intelligence, with the authors critically examining both its advantages and the ethical dilemmas associated with its application in contemporary sales management. The paper further explores how the integration of sustainability principles and artificial intelligence enables companies to better respond to market demands.
Veljko Marinković
Editor-in-Chief