2026-05-09T21:26:54.369Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:10841 2024-12-10T08:20:11Z 1

Social Networks in Enhancing the Banking Sector in Serbia 2024 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/10841 https://portal.finiz.singidunum.ac.rs/paper/42662 M. Nikolić M. Marković Blagojević D. Milojković Due to rapid IT technology development, many people and enterprises are now active users of social networks. Traditional banking communication channels have become insufficient to meet the demands of modern business conditions. To respond to the evolving preferences of both existing and potential clients, in the conditions of intense competition, banks have had to implement digital technologies and reorganize their approaches to conducting business, connecting, and communicating with clients. Digital changes have given clients a distinctive experience and strengthened the banks’ position in the financial market. Today, banks are increasingly present on social networks across the world, including Serbia. The presence of banks in Serbia on social networks was analysed in the paper using content analysis and the comparative method. The research purpose is to identify trends in the use of social networks for bank promotional strategies and to give recommendations for their improvement. conferenceObject 62 69 10.15308/finiz-2024-62-69 Book of Proceedings "Social Media and Contemporary Business"