The focus of this paper is to analyze the use of ensemble-based optimization for improvement of social media ad campaigns. The procedure of using more than one machine learning model yield very high possibilities in predictive accuracy, accuracy in targeting and most importantly in the issue of budgeting. Random Forest, Gradient Boosting & Stac...

By Safiye Turgay, Mustafa Kavacık, Yunus Emre Torkul, Muhammed Sercan Şahin, Rabia Ayşe Güzel

The digital economy is a term originally used to denote a new type of economic movement that emerged under the influence of the fourth industrial revolution. The unexpected expansion of modern technology, or rather the use of modern technology, has led to the fact that most of the economy takes place within the digital economy, and therefore the di...

By Jelena Damjanović

Benford's law is a key tool for detecting irregularities and potential manipulations in numerical data sets. This law describes the probability of the appearance of the first digits in large sets of numerical values, which allows for the identification of anomalies and verification of authenticity in them. The subject of this paper is the applicati...

By Vesna Rajić, Jelena Stanojević

This paper explores leadership styles in a multipolar world, focusing on USA, Europe Russia, China, and India. The research highlights how leadership approaches are shaped by the cultural, political, and economic contexts of these regions. Despite fundamental differences, several universal leadership traits emerge as key factors in the global lands...

By Biljana Kovačević, Ana Aleksić Mirić, Katarina Božić

This research investigates how cluster analysis and artificial intelligence (AI) can be used to increase agricultural productivity and sustainability in the Republic of Srpska. More accurate strategic planning and effective resource management were made possible by the identification of particular clusters with comparable traits through the analysi...

By Mirela Mitrašević, Radomir Bodiroga, Katica Radosavljević, Biljana Chroneos Krasavac

The consequences caused by the Covid 19 crisis have had a negative impact on the public finances of the countries of the Western Balkans. Their fiscal stability was negatively affected by the many geopolitical changes that followed. Will changes in the global market slow down the process of accession of the Western Balkan countries to the European ...

By Biljana Srdić Gojković, Jelena Poljašević, Sanja Popović

Monitoring consumer satisfaction and loyalty represents one of the key decisions that serve to increase the company's competitiveness. One of the basic prerequisites for loyalty is consumer satisfaction, and the task of creating loyalty sometimes seems unattainable for a company. In this regard, to begin with, it is very important to develop metric...

By Dejan Tešić

In the contemporary business environment, traditional accounting systems, such as double-entry bookkeeping, face increasing criticism due to growing demands for transparency and security in financial transactions. While double-entry bookkeeping remains the foundation of modern accounting practices, its limitations are increasingly evident in the co...

By Teodor Petrović, Ljiljana Tanasić, Željana Jovičić

The countries of the Western Balkans have behind them two and a half decades of too slow recovery. The paper tests the hypothesis that without stable development institutions and adequate economic reforms, high rates of economic growth that will lead to sustainable development are not possible. Low rates of growth and living standards result in pop...

By Dragana Milenković, Tanja Vujović, Ivan Milenković

Today, international business faces a greater number of risks than ever before. This article delves into and evaluates the risks associated with the transformation of companies operating in the international market. Transformation involves a shift in the company’s strategic approach and mindset. In the contemporary business environment, conti...

By Dragana Vujičić Stefanović, Dragan Milovanović, Boško Mekinjić