SHOPPING BEHAVIOR OF INTERNET USERS IN SERBIA

Abstract

The Internet and its media and platforms are inevitable and
very powerful assets of contemporary business. Marketers use the
Internet and its potential for launching online advertising campaigns
and for establishing and maintaining successful long-term
relationship with customers. The customer relationship approach
based on the usage of digital technologies and the Internet has
transferred the communication between companies and their
customers online and became a crucial tool for achieving the
competitive advantage in the today’s turbulent market space. The
research results presented in this paperwork represent a significant
part of a wider research undertaken by the author with the aim to
explore the actual attitudes of Serbian citizens to their usage of the
Internet, social media and their online shopping behavior.