Jelena Spajić, PhD, is an associate professor at the Department of Industrial Engineering and Management, Faculty of Technical Sciences at University of Novi Sad, Serbia. Her research interest focuses on marketing management, business and digital communication, branding, content marketing and event marketing. She is a co-author of more than 90 papers published in scientific conferences and journals. As a researcher, she participated in several national and Erasmus+ projects. Dr. Spajić has been a member of Mensa since 2013.