The authors of this paper have analysed the current and future tendencies in digital marketing communications(DMC). Digital communications are an area of fast and frequent changes that lead to shorter communication between the message sender and receiver, thus speeding up the process and making it more complex. In order to survive in a dynamic environment, companies need to be visible and directly linked to their target groups. Moreover, it is vital that they understand well their digital environment and are prepared to take proactive steps to make their marketing communication successful. Acceptance and application of new trends in the field of digital marketing is a milestone in the business of an organization. The need for a proactive approach to changes is evident, as the organizations that first introduce the user-oriented innovations shall receive consumer attention and funds. A detailed and concise review of the current situation and the forecasts for the future are presented, to allow the expert and scientific public to plan future research in this field. An overview of the challenges and opportunities facing this innovative area provides a valuable insight and helps create a successful marketing communications strategy.

The perceptions about artificial intelligence (AI) benefits and the level of university management support among academicians employed by higher education institutions (HEIs) in Serbia have been evaluated via a five-point Likert scale questionnaire. In total, 312 responses have been collected, and the analysis was conducted between respondents who use ChatGPT in teaching and research activities and those who do not. It is evident that the views between the two groups of respondents are different regarding the relevance of AI tools, especially in research endeavours. Academicians using ChatGPT confirm the relevance of AI in improving efficiency and believe that new educational concepts are comparatively quickly adopted if ChatGPT or similar AI tools are used. The opposite view is voiced by non-users. Both groups expressed mainly negative views regarding the lack of adequate guidelines and instructions regarding the use of AI in research and teaching, and the support provided by academic institutions. There is also an apparent lack of initiatives to organize conferences, workshops and other collaborative schemes with other institutions to disseminate and foster AI knowledge. The ramifications of our research are relevant not only for HEIs, but also for policymakers.

The starting question in the paper is: how should the organization set itself up in the process of internal communication in order to conduct its workflow more efficiently, remain unique, recognizable and successful in a more turbulent and competitive environment? The main goal of this paper is to present contemporary trends in internal communications and how it affects efficiency in an organization. The study builds on existing literature by emphasizing the internal communication and its impact on employees and organizational efficiency. Also, the authors present the results of the research on internal communications conducted in the insurance company Dunav osiguranje. The idea for this paper arose from the necessity of improving internal communications as to improve efficiency due to rapid technological changes and market demands. In the research, 255 respondents from all organizational units of Dunav osiguranje were surveyed. The research presented in this paper confirms the importance and relevance of the communication process with the company's employees and its impact on efficient workflow. This paper expands existing research related to the internal communication and organizational efficiency pointing the practical relevance of consistent and good employee communication and its importance for business.

Corporate Social Responsibility (CSR) is becoming omnipresent in contemporary business environments given the growing awareness of the social role of business entities and their contribution to sustainable development. The research was conducted in order to explore the relationships between the perceived organizational engagement in CSR, job satisfaction due to CSR, organizational pride, and employees’ involvement in the company’s CSR activities. The research was conducted on a sample of employees in the life insurance department of a leading insurance company in Serbia, using a structured web questionnaire. Data analysis was performed on a sample of 138 respondents. Data were processed using Partial Least Squares Structural Equation Modeling (PLS-SEM), given the relatively small size of the sample, asymmetric data distribution, and the complexity of the relations. The study results point to a more influential role of CSR engagement in fostering organizational pride, compared to job satisfaction, with the latter as the most influential determinant of organizational involvement.

Neuromarketing is one of the newer tools that banks are increasingly using in their marketing in order to fight for a larger number of their clients. Responses provided by 99 entrepreneurs in the Summer of 2020 regarding the role of neuromarketing in banking are collected in the research study. In our study, the homogeneity of variances is examined, ANOVA and post hoc analyses applied to see any differences among respondents across age groups, gender, education, and firm size. However, there is no evidence that the perception significantly varies across these categories, although respondents are comparatively more positive than negative when discussing neuromarketing.