Modern business conditions, characterized by the accelerated development of technique and technology, resulted from the globalization process, have completely changed the environment in which companies operate. The era of the Internet is characterized, on the one hand, by new business models, which have conditioned the digitization of business and especially marketing, and, on the other hand, consumers who are "loud and active", save their time, want quick feedback, individual offers and, consequently, participation in product design or service. In this regard, the subject of research in this paper involves correlational tests, on the one hand of respondents' attitudes towards digital marketing techniques and, on the other, their willingness to accept promotional content on the Internet, make a purchase decision, access electronic transactions and participate in interaction with company. The aim of the research is to analyze the contribution of digital marketing techniques in the creation of user experience and customer engagement in the process of joint creation (co-creation). A total of 335 respondents participated in the research conducted through a survey method. The results of the research show that the marketing content that companies place through digital marketing techniques influences consumers' decision to buy a certain product, while the quality and the way the marketing content is placed affect their loyalty. Also, user experience and customers' willingness to participate in different segments of co-creation are conditioned by the application of the mentioned techniques, as well as by interaction with the company through which customers can share their opinion and creativity, but also express their needs and wishes regarding the characteristics of products and services, which represents a way of personalizing the company's offer. The potential for business improvement through the application of digital marketing techniques is great, that's why investments in the aforementioned techniques represent an investment, not an expense.

Background: Modern information and communication technologies, artificial intelligence, the Internet, and the process of globalization have led to the replacement of traditional consumer behavior patterns and decision-making styles with new ones, characteristic of life in the era of technological revolution. The exponential growth of online shopping indicates that contemporary consumers are willing to embrace innovations brought about by these processes. Moreover, it is evident that the affective, behavioral, and cognitive dimensions of consumer behavior are also changing under these new circumstances. Therefore, modern marketing research requires the obligatory analysis of psychological traits, especially of online consumers, in order to successfully manage customer relationships. Purpose: The aim of this paper is to explore whether and how psychological traits-such as depression, anxiety, stress, extraversion, neuroticism, openness to experience, agreeableness, and conscientiousness-influence consumer decision-making styles and compulsive online buying. Furthermore, the authors seek to determine whether knowledge and understanding of decision-making styles represent an opportunity or a challenge for strategic management within organizations. Study design/methodology/approach: A theoretical review of the available literature indicates a connection between psychological traits and consumer decision-making styles. Accordingly, an empirical study was conducted using a survey method on a randomly selected sample of 377 respondents. A specially designed questionnaire, comprising 14 questions divided into four thematic sections, was used for data collection. The empirical data were analyzed using descriptive statistics, cross-tabulation, Cronbach's Alpha coefficient, multiple regression analysis, and Pearson's correlation coefficient. Findings/conclusions: The results of the study show that psychological traits such as extraversion, neuroticism, innovativeness, conscientiousness, and openness to experience, as well as emotional disturbances (stress, anxiety, and depression), have a statistically significant impact on consumer decision-making styles. Limitations/future research: The main limitation of this research lies in the absence of a universal model encompassing all relevant psychological factors that influence consumer behavior and that would allow for adequate quantification of such influences. Future research will focus on psychographic market segmentation and the application of nonlinear statistical models and machine learning methods.

Gone are the days when the function of marketing activities was reduced to how to sell as much as possible. Today, the focus of marketing is a satisfied and loyal consumer. On the other hand, dynamism in the environment imposes the need for continuous research of consumer behavior in order to understand their needs and desires, and to a certain extent predict the decisions they make when choosing and purchasing products/services. Modern concepts such as willingness to pay, user experience and customer engagement are used to analyze consumer behavior, especially in terms of choosing and purchasing products/services, the price they are willing to pay and the factors that influence their choice. The authors of the paper assume that the consumer's willingness to pay a certain price for the product, repeat the purchase, remain loyal to the brand and recommend it to potential customers, is conditioned by his user experience. Also, the authors start from the assumption that in addition to the fact that a satisfied consumer is ready to pay a certain price for a product or service, he is also ready to get involved, share his experience with others, participate in the development of products or services and recommend them to others. The primary goal of the work is the analysis of consumers' willingness to pay for exercise programs and allocate time for traveling to the sports facility and through the same calculation of the acceptable price of the exercise program, as well as the range in which it moves, i.e. the lower and upper price limits, then determining the optimal or ideal program prices, as well as indifference points. For the purposes of this paper, a survey was conducted using a questionnaire containing 26 questions. 308 respondents participated in the research. The data obtained through empirical research were processed using the Van-Westendorp method, descriptive statistics, cross-tabulation and the Pearson correlation coefficient. The IBM SPSS Statistics-version 26. The results of the conducted research show that the consumers who participated in the research are ready to allocate money to pay for the exercise program and spend a certain amount of time traveling to the sports facility, while the price they are ready to accept ranges between the lower and upper limits (from 1,200 to 2,700 dinars), and the most common price of the exercise program is 2,000 dinars. The research also found that user experience and customer engagement influence respondents' willingness to pay a higher price for an exercise program.

Digitalization represents an exponentially growing trend that is deeply rooted in all spheres of human life. The journey from one-way communication, marketing, and mass advertising on television and radio, through written requests, websites, social networks, personalized and hyper-targeted ads, and two-way interactive communication, to online business creation, has been long and marked by numerous institutional changes. With its characteristics, digitalization provides personalized, efficient, and effective strategies that often lead to the transformation and adaptation of business structures, operational processes, culture, strategic decision-making, as well as perspectives on transaction security and the sensitivity of information shared online. The aim of this paper is to analyze the interdependence between digital transformation and the development of enterprises and institutions in the Republic of Serbia—through the analysis of, on one hand, consumer attitudes toward the use of digital platforms and data protection online, and on the other, the current state of information and communication technology application in Serbian enterprises. For the purposes of this research, an empirical study was conducted using a survey method on a sample of 335 respondents. The results show that the use of digital platforms significantly affects consumer satisfaction, user experience, and behavior, particularly the level of trust they have in online transactions and the security of information on the Internet. It appears that the potential of digitalization has been recognized by enterprises in the Republic of Serbia, given that by 2023, almost all companies used the Internet, 85.1% had a website, over 22% used enterprise resource planning (ERP) services, and 37% used cloud services. Support for the digitalization of business operations in enterprises and institutions has been reinforced through the adoption of the Strategy for the Development of the Information Society and Information Security in the Republic of Serbia for the period 2021– 2026. All these findings suggest that enterprises in the Republic of Serbia, whether in the private or public sector, are embracing and often initiating institutional change.

The development of information and communication technologies has contributed to a shift in consumer behaviour, their habits, opinions, activities, and lifestyle. The subject of this paper is to explore the relationship between consumer lifestyle and types of decision-making during online shopping. The paper aims to examine whether and how different lifestyles influence consumer behaviour when making purchasing decisions. The research, conducted using a survey method, included 306 respondents. Using descriptive statistical measures, cross-tabulation, and regression analysis, it was found that different lifestyles influence purchasing decisions in different ways, as well as the tendency towards impulsive buying. The results also suggest that different lifestyles and decision-making styles affect the frequency of online shopping differently. A family-sentimental lifestyle, altruistic, hedonistic, and utilitarian lifestyle are associated with more frequent online shopping, while egocentric and cognitive lifestyle tend to shop online less frequently. Individuals who follow fashion trends are more likely to shop online, whereas those who prefer a confused style are less likely to do so. The value and originality of this study are reflected in the generation of knowledge concerning the influence of lifestyle on consumer behaviour in the context of online purchasing, aimed at developing optimal marketing strategies.

The socio-economic changes that mark life in the 21st century and cause new cultural patterns that affect the preservation of identity as a process of formation, actually the acquisition of identity self-awareness and distinguishability, defy the complexity of identity, whose topicality in the last few years testifies that the mentioned phenomenon does not have the characteristics of "overcome creation of the past". Although religious affiliation is often stated as an essential sign of individual and group self-recognition, tradition and language as integral parts of cultural heritage, which speaks of the history and permanence of a people, represent aspects whose influence on the formation of identity must not be ignored. Given that the territory of Kosovo and Metohija is not ethnically pure and it is inhabited by members of different religions and cultures, the study conducted for the purposes of this paper included Orthodox and Muslim participants who expressed their views on the role of religion, tradition and language in the preservation of their national identity. Based on the results of the research, the authors provide an analysis of the importance of all three above-mentioned aspects in the formation and preservation of the national identity of the people in Kosovo and Metohija.