SOCIAL NETWORKS AS A TOOL FOR DIGITAL MARKETING IN BANKING IN SERBIA
Ključne reči:
društvene mreže, banke, finansijske usluge, digitalni marketing, digitalni kanali komunikacije
Sažetak
Usled ubrzanog razvoja IT tehnologije, sve veći broj ljudi i preduzeća su aktivni korisnici društvenih mreža. Tradicionalni kanali komunikacije banaka postali su neadekvatni savremenim uslovima poslovanja. Kako bi se na sve konkurentnijem tržištu prilagodile preferencijama postojećih i potencijalnih klijenata, banke su morale da prihvate digitalne tehnologije i redefinišu svoje poslovne strategije, pristup klijentima i način komunikacije. Digitalne promene su klijentima obezbedile distinktivno iskustvo i omogućile bankama da se bolje pozicioniraju na finansijskom tržištu. Danas su banke sve prisutnije na društvenim mrežama širom sveta, a i u Srbiji. U radu je analizirano prisustvo banaka u Srbiji na društvenim mrežama korišćenjem analitičko-sintetičkog, hipotetičko-deduktivne metode, desk istraživanja, analize sadržaja i metode komparacije. Rezultati istraživanja pokazali su da 80% banaka koristi bar 3 društvene mreže i da je korišćenje Instagram-a, YouTube-a, Facebook-a i LinkedIn-a u promociji sve zastupljenije u bankarskom sektoru Srbije. Banke koje još nisu uspostavile prisutnost na ovim mrežama trebalo bi da razmotre njihovu implementaciju sa ciljem jačanja brenda, angažmana mlađih i poslovnih korisnika i širenja poslovne mreže.
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Addiko Bank. (2025). Retrieved January 10, 2025, from https://www.addiko.rs/
Adriatic Bank. (2025). Retrieved January 10, 2025, from https://www.adriaticbank.rs/
AIK BANKA. (2025). Retrieved January 10, 2025, from https://www.aikbanka.rs/
ALTA banka. (2025). Retrieved January 10, 2025, from https://altabanka.rs/
Anđelić, S., & Jakica, A. (2023). Digitalna komunikacija i digitalne usluge u bankarstvu. SKEI - Međunarodni interdisciplinarni časopis, 4(1), 125-134. Retrieved from https://hrcak.srce.hr/307844
API Bank. (2025). Retrieved January 10, 2025, from https://www.apibank.rs/
Banca Intesa. (2025). Retrieved January 10, 2025, from https://www.bancaintesa.rs/
Bank of China Srbija. (2025). Retrieved January 10, 2025, from https://www.bankofchina.com/rs/
Banka Poštanska štedionica. (2025). Retrieved January 10, 2025, from https://www.posted.co.rs/
Becić, S., Stojanović, M., & Nikolić, M. (2018). Role of a Marketing and Social Networks in Improving Business Effectiveness. Ekonomika, 64(3), 77-88. https://doi.org/10.5937/ekonomika1803077B
Buha, V., & Bjegović, M. (2023). Primena veštačke inteligencije u bankarskom sektoru i bezbednosna zaštita poslovnih informacija. Bezbednost, 65(1), 87-106. https://doi.org/10.5937/bezbednost2301087B
Bulović, V., Čavić, B., & Matović, V. (2013). Primena društvenih mreža u direktnoj komunikaciji sa korisnicima bankarskih usluga. XII međunarodni naučno-stručni simpozijum Infoteh Jahorina. 12, str. 714-719. Jahorina: Univerzitet u Istočnom Sarajevu, Elektrotehnički fakultet. https://infoteh.etf.ues.rs.ba/zbornik/2013/radovi/RSS-3/RSS-3-8.pdf
Domazet, I., Neogradi, S., & Simović, V. (2019). Značaj društvenih mreža kao digitalnih kanala komunikacije u srpskim bankama. Marketing, 50(4), 289-297. https://doi.org/10.5937/markt1904289X
Đukić, S. (2011). Uloga i značaj društvenih medija u komuniciranju vrednosti marke. Marketing, 42(1), 17-26. https://doi.org/10.5937/markt1101017D
Erste Bank. (2025). Retrieved January 10, 2025, from https://www.erstebank.rs/sr/Stanovnistvo
Eurobank Direktna. (2025). Retrieved January 10, 2025, from https://www.eurobank-direktna.rs/pocetna.1.html
HALKBANK. (2025). Retrieved January 10, 2025, from https://www.halkbank.rs/Pocetna.1.html
Jovićević, R., & Žugić, J. (2018). Marketing u savremenom bankarstvu. Podgorica: Univerzitet Mediteran. https://fps.unimediteran.net/fajlovi/razno/Marketing_u_savremenom_bankarstvu.pdf
Kovačić, K. (2020). Digitalno bankarstvo na primjeru Addiko Bank Hrvatska. Završni rad. Zagreb: Poslovno veleučilište Zagreb. Retrieved September 21, 2024, from https://urn.nsk.hr/urn:nbn:hr:180:795424
Marković Blagojević, M., Radić, N., & Cvjetković, M. (2024). Metaverse: Technological Evolution and Social Impact. Trends in Business, 12(1), 20-26. Retrieved from https://10.5937/trendpos2401019M
Medić, Z., Marković Blagojević, M., & Bačević, J. (2024). Digitalno poslovanje. Beograd: Visoka škola za poslovnu ekonomiju i preduzetništvo.
Milić, N. (2020). Društvene mreže kao segment digitalnog marketinga u bankarstvu. Trendovi u poslovanju, 16(2), 57-69. https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2020/2334-816X2002057M.pdf
Mirabank. (2025). Retrieved January 10, 2025, from https://www.mirabankserbia.com/
NBS. (2025). List of banks. Retrieved September 10, 2024, from https://www.nbs.rs/en/finansijske-institucije/banke/spisak-banaka/index.html
NLB Komercijalna banka. (2025). Retrieved January 10, 2025, from https://www.nlbkb.rs/
Obradović, M., Mizdraković, V., Obradović, A., & McIntyre, J. (2023). Social Media and Audit Firms: Is Social Media Presence Correlated with Better Financial Results? SCIENCE International Journal, 2(4), 167-171. https://doi.org/10.35120/sciencej0204167o
OTP banka Srbija. (2025). Retrieved January 10, 2025, from https://www.otpbanka.rs/
Parusheva, S. (2017). Social Media Banking Models: a Case Study for a Practical Implementation in Banking Sector. Ikonomicheski Izsledvania (3), 125-141. https://www.researchgate.net/publication/320142155_Social_media_banking_models_A_case_study_of_a_practical_implementation_in_banking_sector
ProCredit Bank. (2025). Retrieved January 10, 2025, from https://www.procreditbank.rs/
Raiffeisen banka. (2025). Retrieved January 10, 2025, from https://www.raiffeisenbank.rs/sr/stanovnistvo.html
Rodrigues, L. F., Oliveira, A., & Rodrigues, H. (2023). e-Banking Usage by Generations K, Y, and Z. Application of Emerging Technologies, 115, 234-246. https://doi.org/10.54941/ahfe1004320
Sakal, M., & Matković, P. (2016). Društveni mediji u bankarstvu. In A. Bradić-Martinović, & V. Simović, Kanali distribucije u savremenom bankarstvu (pp. 94-135). Beograd: Institut društvenih nauka. http://ebooks.ien.bg.ac.rs/949/1/Kanali%20distribucije%20u%20savremenom%20bankarstvu.pdf
SRPSKA BANKA. (2025). Retrieved January 10, 2025, from https://www.srpskabanka.rs/
UniCredit Bank Srbija. (2025). Retrieved January 10, 2025, from https://www.unicreditbank.rs/rs/pi.html#home
Vasić, I., & Gajić, J. (2024). The Importance of Social Media in the Promotion and Development of the Creative Industries in the Republic of Serbia. The European Journal of Applied Economics, 21(2), 1-18. https://doi.org/10.5937/EJAE21-51302
Windasari, N., Kusumawati, N., Larasati, N., & Amelia, R. (2022). Digital-only Banking Experience: Insights from Gen Y and Gen Z. Journal of Innovation & Knowledge, 7, 100170. https://doi.org/10.1016/j.jik.2022.100170
Yettel Bank. (2025). Retrieved January 10, from https://www.yettelbank.rs/
Zelenović, V., Radović, M., & Vitomir, J. (2018). Banke na društvenim mrežama - primer bankarskog sektora Srbije. Novi Ekonomist, 12(24). https://doi.org/10.7251/noe1824053z
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