What do I research?
My research is a journey into the super-complex and interesting world of consumer behavior and the ever-evolving marketing landscape, driven by a passion for uncovering the “why” behind consumer decisions and the forces shaping them. I explore the power of word of mouth, the shortcuts of heuristics, and the depths of consumer psychology, blending these insights with cutting-edge themes like the metaverse and generative artificial intelligence. What makes my research unique is its application to high-impact industries—tourism, retail, and healthcare—where understanding consumer behavior and leveraging emerging technologies can truly transform the way businesses operate and connect with their audiences.
By investigating these intersections, my work aims to bridge the gap between academic rigor and real-world application, offering actionable insights that empower businesses to thrive in a digital-first era. From understanding how AI reshapes the travel experience to studying the psychology behind purchase decisions in healthcare and retail, my research provides a lens to navigate the complexities of a rapidly changing market. This dynamic and cross-disciplinary approach not only enriches my teaching but also fuels collaboration with researchers, practitioners, and innovators.
If you’re as curious about these transformative topics as I am or looking to collaborate, let’s connect and push the boundaries together.
Word of Mouth
Mladenović, D., Bruni, R., Filieri, R., Ismagilova, E., Kalia, P., & Jirásek, M. (2024). The power of electronic Word of Mouth in inducing adoption of emerging technologies. Technology in Society, 79, 102724.
Mladenović, D., Beheshti, M., Kolar, T., Ismagilova, E., & Dwivedi, Y. K. (2024). Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations. Journal of Computer Information Systems, 1-18.
Mladenović, D., Ismagilova, E., Filieri, R., & Dwivedi, Y. K. (2024). MetaWOM–toward a sensory word-of-mouth (WOM) in the metaverse. International Journal of Contemporary Hospitality Management. 36(6), 2144-2163. doi: 10.1108/Ijchm-04-2023-0474.
Mladenović, D., Todua, N., & Pavlović-Höck, N. (2023). Understanding individual psychological and behavioral responses during COVID-19: Application of stimulus-organism-response model. Telematics and Informatics, 79, 101966. doi: 10.1016/j.tele.2023.101966.
Mladenović, D., Bruni, R., & Kalia, P. (2021). Social and demographic predictors of consumers’ word of mouth engagement in Czechia. Journal of International Consumer Marketing, 33(4), 418-433. doi: 10.1080/08961530.2020.1800547.
Mladenović, D., & Krajina, A. (2020). Knowledge sharing on social media: State of the art in 2018. Journal of Business Economics and Management, 21(1), 44-63. doi: 10.3846/jbem.2019.11407
Mladenović, D., Krajina, A., & Milojević, I. (2019). Motives for writing online reviews in post-vacation phase. International Journal of Culture, Tourism and Hospitality Research, 13(2), 244-256. doi: 10.1108/Ijcthr-12-2018-0169.
Consumer Behaviour
Mladenović, D., Bruni, R., Filieri, R., Ismagilova, E., Kalia, P., & Jirásek, M. (2024). The power of electronic Word of Mouth in inducing adoption of emerging technologies. Technology in Society, 79, 102724.
Mladenović, D., Rajapakse, A., Kožuljević, N., & Shukla, Y. (2023). Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service. Online Information Review, 47(4), 661-679. doi: 10.1108/Oir-05-2022-0276.
Mladenović, D., Todua, N., & Pavlović-Höck, N. (2023). Understanding individual psychological and behavioral responses during COVID-19: Application of stimulus-organism-response model. Telematics and Informatics, 79, 101966. doi: 10.1016/j.tele.2023.101966.
Mladenović, D., Jirásek, M., Ondráček, T., Opatrná, Z., & Štangová, R. (2023). The influence of social conformity on mask-wearing behavior during the COVID-19 pandemic. Heliyon, 9(3). doi: 10.1016/j.heliyon.2023.e14496
Mladenović, D., Rrustemi, V., & Mogaji, E. (2022). Using COVID-19 vaccination as a resilience strategy for the tourism sector–evidence from Serbia. Current Issues in Tourism, 25(7), 1021-1025. doi: 10.1080/13683500.2021.2018407.
Mladenović, D., Koštiál, K., Ljepava, N., Částek, O., & Chawla, Y. (2022). Emojis to conversion on social media. International Journal of Consumer Studies, 47(3), 977-994. doi: 10.1111/ijcs.12879.
Mladenović, D., Bruni, R., & Kalia, P. (2021). Social and demographic predictors of consumers’ word of mouth engagement in Czechia. Journal of International Consumer Marketing, 33(4), 418-433. doi: 10.1080/08961530.2020.1800547.
Rrustemi, V., Hasani, E., Jusufi, G., & Mladenović, D. (2021). Social media in use: A uses and gratifications approach. Management: Journal of Contemporary Management Issues, 26(1), 201-217. doi: 10.30924/mjcmi.26.1.12
Rrustemi, V., Mladenović, D., & Jusufi, G. (2021). Social Marketing Challenges in Western Balkans: Evidence From Kosovo. Medicine, Law & Society, 14(1), 153-172. doi: 10.30924/mjcmi.26.1.12.
Mladenović, D., Krajina, A., & Milojević, I. (2019). Motives for writing online reviews in post-vacation phase. International Journal of Culture, Tourism and Hospitality Research, 13(2), 244-256. doi: 10.1108/Ijcthr-12-2018-0169.
Technology Adoption
Mladenović, D., Beheshti, M., Kolar, T., Ismagilova, E., & Dwivedi, Y. K. (2024). Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations. Journal of Computer Information Systems, 1-18.
Mladenović, D., Bruni, R., Filieri, R., Ismagilova, E., Kalia, P., & Jirásek, M. (2024). The power of electronic Word of Mouth in inducing adoption of emerging technologies. Technology in Society, 79, 102724.
Mladenović, D., Rajapakse, A., Kožuljević, N., & Shukla, Y. (2023). Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service. Online Information Review, 47(4), 661-679. doi: 10.1108/Oir-05-2022-0276.
Tourism
Mladenović, D., Ismagilova, E., Filieri, R., & Dwivedi, Y. K. (2024). MetaWOM–toward a sensory word-of-mouth (WOM) in the metaverse. International Journal of Contemporary Hospitality Management. 36(6), 2144-2163. doi: 10.1108/Ijchm-04-2023-0474.
Beheshti, M., Mladenovic, D., Sadraei, R., & ZareRavasan, A. (2024). From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism. International Journal Of Contemporary Hospitality Management. doi: 10.1108/Ijchm-09-2023-1487.
Kalia, P., Mladenović, D., & Acevedo-Duque, Á. (2022). Decoding the trends and the emerging research directions of digital tourism in the last three decades: a bibliometric analysis. Sage Open, 12(4), 21582440221128179. doi: 10.1177/21582440221128179
Mladenović, D., Rrustemi, V., & Mogaji, E. (2022). Using COVID-19 vaccination as a resilience strategy for the tourism sector–evidence from Serbia. Current Issues in Tourism, 25(7), 1021-1025. doi: 10.1080/13683500.2021.2018407.
Mladenović, D., Bruni, R., & Kalia, P. (2021). Social and demographic predictors of consumers’ word of mouth engagement in Czechia. Journal of International Consumer Marketing, 33(4), 418-433. doi: 10.1080/08961530.2020.1800547.
Mladenović, D., Krajina, A., & Milojević, I. (2019). Motives for writing online reviews in post-vacation phase. International Journal of Culture, Tourism and Hospitality Research, 13(2), 244-256. doi: 10.1108/Ijcthr-12-2018-0169.
Bruni, R., Mladenovic, D., & Matarazzo, M. (2017). Figure of Merit for places: Perspectives on place branding. Mercati e competitività: 3, 2017, 61-76.
Retail
Bruni, R., Colamatteo, A., & Mladenović, D. (2024). How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities. Electronic Commerce Research, 24(1), 965-982. doi: 10.1007/s10660-023-09779-1.
Mladenović, D., Koštiál, K., Ljepava, N., Částek, O., & Chawla, Y. (2022). Emojis to conversion on social media. International Journal of Consumer Studies, 47(3), 977-994. doi: 10.1111/ijcs.12879.
Metaverse
Mladenović, D., Ismagilova, E., Filieri, R., & Dwivedi, Y. K. (2024). MetaWOM–toward a sensory word-of-mouth (WOM) in the metaverse. International Journal of Contemporary Hospitality Management. 36(6), 2144-2163. doi: 10.1108/Ijchm-04-2023-0474.
Beheshti, M., Mladenovic, D., Sadraei, R., & ZareRavasan, A. (2024). From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism. International Journal Of Contemporary Hospitality Management. doi: 10.1108/Ijchm-09-2023-1487.
Bruni, R., Colamatteo, A., & Mladenović, D. (2024). How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities. Electronic Commerce Research, 24(1), 965-982. doi: 10.1007/s10660-023-09779-1.
Generative Artificial Intelligence
Mladenović, D., Beheshti, M., Kolar, T., Ismagilova, E., & Dwivedi, Y. K. (2024). Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations. Journal of Computer Information Systems, 1-18.
Al-Ahwal, T. M., Mladenović, D., & ZareRavasan, A. (2022). Blockchain implications for marketing; a review and an empirical Analysis. Journal of Information Technology Management, 14(1), 83-106. doi: 10.22059/jitm.2022.87843
Miscellaneous
Parikh, A., Kumari, D., Johann, M., & Mladenović, D. (2023). The impact of environmental, social and governance score on shareholder wealth: A new dimension in investment philosophy. Cleaner and Responsible Consumption, 8, 100101. doi: 10.1016/j.clrc.2023.100101
Kalia, P., Zia, A., & Mladenović, D. (2022). Examining country development indicators and e-waste under the moderating effect of country development levels and e-waste policy. International Journal of Quality & Reliability Management, 39(7), 1601-1616. doi: 10.1108/Ijqrm-09-2021-0335
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