29.05.2026.
Abstract
Economics, Management and Еntrepreneurship
IMPACT OF DIGITAL TRANSFORMATION ON MARKETING COMMUNICATION IN THE BANKING SECTOR
The aim of this paper is to analyze the impact of digital transformations on changes in marketing communication in the banking sector, with special reference to digital communication channels such as social networks, mobile applications and internet platforms. The paper deals with the problem of the impact of the use of these channels on communicat...
By Jelena Vukićević, Ljiljana Jović