Vol. 31 No. 2 (2025): EMC Review - ECONOMY AND MARKET COMMUNICATION REVIEW

Economy and Market Communication Review
ISSN: 2232-8823 (Print) / ISSN: 2232-9633 (Online) / UDK: 33

Published: 2026-01-09

Чланци

THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE ACCOUNTING PROFESSION IN BOSNIA AND HERZEGOVINA: PERCEPTIONS, READINESS AND REGULATORY GAP

Miloš Grujić, Vesna Novaković

296-310
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EMPIRICAL EVIDENCE ON THE RELATIONSHIP BETWEEN UNEMPLOYMENT AND ECONOMIC GROWTH IN CROATIA

Vlatka Bilas, Sanja Franc, Tomislav Radoš

311-330
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ACCESS TO FINANCE AS A BARRIER TO INNOVATION - EVIDENCE FROM THE SME SECTOR IN BOSNIA AND HERZEGOVINA

Faruk Hadžić

331-345
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INVESTMENTS IN ARTIFICIAL INTELLIGENCE AS A DRIVER OF SUSTAINABLE DEVELOPMENT OF SMALL AND MEDIUM-SIZED ENTERPRISES IN BOSNIA AND HERZEGOVINA

Boris Spasojević, Aleksandar Đukić

346-359
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POSITIVE PSYCHOLOGICAL CAPITAL AS A MEDIATOR BETWEEN JOB CRAFTING AND CREATIVITY AT WORK

Nuray Turan, Maria Karanika-Murray, Alexander Sumich

360-378
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Z SCORE AND VALIDOAI: AN EXPLAINABLE AI FRAMEWORK FOR PAYROLL ANALYTICS WITH STATISTICAL ANOMALY DETECTION IN SERBIAN SMALL AND MEDIUM ENTERPRISES

Slavoljub Milojković, Živana Kljajić, Pavle Dakić

379-396
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THE ROLE OF AI IN MODERN BRAND MANAGEMENT

Hristo Katrandjiev, Alexander Naydenov, Adriyan Dinev

397-407
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STRATEGIC MANAGEMENT AND COMMUNICATION PROCESSES: CULTURAL INSTITUTIONS PREFERENCE

Željko Vojinović, Josip Zelić, Jerko Glavaš

408-421
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STOHASTIC PATTERNS OF ETHICS IN TRAFFIC AND THE WORK ENVIRONMENT FOR PROCESS OPTIMIZATION

Nina Uremović, Radmila Pejić, Mirjana Landika

422-436
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ASSESSING THE EFFICIENCY OF HOSPITAL DEPARTMENT PERFORMANCE PERIODS USING THE MALMQUIST PRODUCTIVITY INDEX

Zdenko Jukić

437-449
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USE OF ARTIFICIAL INTELLIGENCE IN MARKETING AND MANAGEMENT – THE USEFULNESS OF TOOLS AND APPLICATIONS FOR CONTENT CREATION

Jana Aleksić

450-455
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STRATEGIC PLANNING FOR MICRO-COMPANIES IN NETHERLANDS – USE OF AI-BASED TECHNOLOGY

Chris Terpelle, Aleksandar Erceg

456-472
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CULTURAL EMPLOYMENT IN THE CENTRAL AND EASTERN EUROPEAN COUNTRIES: ANALYSIS AND IMPLICATIONS

Marija Šain, Maja Haršanji, Lucija Majetić

473-490
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UNDERSTANDING CELEBRITY ENDORSEMENT OUTCOMES THROUGH THE LENS OF FAME TYPOLOGIES: A SYSTEMATIC REVIEW

Iva Buljubašić, Marina Đukić

491-504
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PERCEIVING THE EFFECTIVENESS OF A NEW APPROACH TO SELLING IN A DIGITAL ENVIRONMENT: A CONVERSATIONAL SALES FUNNEL WITH STATES

Jasmina Dlačić, Vedran Medica-Viola, Jana Pliško

505-521
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THE ROLE OF POLITICS AND SIGNIFICANT FACTORS IN THE DEVELOPMENT OF FEMALE ENTREPRENEURSHIP IN BOSNIA AND HERZEGOVINA AND THE RUSSIAN FEDERATION

Mirjana Milovanović, Vesna Novaković, Inga Koryagina

522-534
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BUSINESS INTELLIGENCE MODEL FOR MULTIDIMENSIONAL ANALYSIS OF THE INSURANCE MARKET BASED ON OPEN DATA

Ana Šego, Maja Gakić, Davor Škobić

535-546
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TOWARD AI‑ENABLED INSTITUTIONAL REPORTING: A CONCEPTUAL PROPOSAL WITH A CROATIAN HEI CASE STUDY

Verica Budimir, Robert Idlbek, Miroslav Popović

547-563
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