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Hybrid Event
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R. Jurković, R. Kopal (Sveučilište Algebra, Zagreb, Croatia)
Self-Assessment of Digital Literacy Skills Using Internet Skills Scale (ISS): A Preliminary Report 
The purpose of this paper is to present the results of the pilot study into digital skills of selected population of Croatia. For this purpose, Internet Skills Scale (ISS) test has been used and its dimensions of Creative, Operational, Social and Mobile skills. Shorter version of the 18 questions ISS questionnaire together with various socio-demographic variables found to be pertinent to digital literacy, were used on the sample of 205 students and staff from one private University and one private Polytechnics (who are also adult and VET education providers). Pearson correlation coefficient was used to test the relationships between age and various components of ISS test; differences in gender were tested with t-test, since that characteristic has only two levels, while others were tested using one-way analysis of variance (ANOVA). Statistically significant ANOVAs were followed by Bonferroni post-hoc test, in which all pairwise comparisons were calculated.The preliminary analysis of the data showed statistically significant difference in Creative and Social skills between men and women, younger generation in general was found to be more digitally skilled than older generation and higher educated parents (father) led to significantly higher participants’ score related to Mobile skills.
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P. Iliev, D. Todorov (Paisii Hilendarski University , Plovdiv, Bulgaria)
The Chance or The Margin Drives Bookies’ Revenue
This study examines the working practices of larger bookmaking companies covering a significant percentage of global markets, as well as of smaller bookmakers working on local markets, companies on the African market in particular. Betting revenue management by larger bookmaking companies is formed through the margin included in the odds while being possible for the bookmakers to manipulate the odds in order to optimize their revenues. Margin also takes part in the formation of smaller companies’ revenue but chance and customer behavior on local specific markets exert greater influence.
After a data analysis had been performed, it was found that smaller companies cannot use the revenue management levers used by bigger companies. Quite the contrary, after the larger companies use them, their actions affect the global market and as a consequence, there is a negative impact on the revenues of smaller companies.
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J. Lozić, K. Fotova Čiković (University North, Koprivnica, Croatia), I. Lozić (Centar za financijska vještačenja, Zagreb, Croatia)
The Impact of the Presidential Campaign in the USA on the Business Results of the X/Twitter Platform
The aim of this paper is to determine the influence of the presidential campaign in the USA on the business results of the X/Twitter platform. In the context of business performance, the research includes an analysis of the financial results of the X/Twitter platform, and an analysis of the trend in the number of users on the platform. The research is based on secondary data officially published by the X/Twitter platform, as well as other specialized agencies. The data covers a period longer than the presidential campaign in order to be able to analyse trends. The research results showed that the platform's revenues were falling despite the growth in the number of users. This was the result of a drop-in advertising revenue that could not be offset by reducing operating costs and increasing other revenues. Social media has a major impact on the US presidential election, but despite this, there is no evidence of the growth in profits and the number of users on social media that are associated with it. The results of the analysis of the business results of the X/Twitter platform demonstrate increased user engagement during the campaign, but also a decline in advertising revenue, which opens up space for various social research on the phenomenon of social media participation in different types of political campaigns.
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M. Gombar (Ministry of Defence, Zagreb, Croatia), M. Boban (University of Split Faculty of Law, Split, Croatia)
Research on the Impact of Algorithmic Echo Chambers on Perceptions and Attitudes of Social Network Users in Digital Society
Algorithmic echo chambers on social media platforms shape user perceptions and attitudes. They reinforce ideological silos and intensify polarization within digital societies. This study investigates how algorithmically curated content influences individual and collective attitudes, particularly regarding social values, political preferences, and informational biases. The research analyzes secondary data and content from popular platforms like Facebook, TikTok, and Instagram. It explores patterns of algorithmic recommendations and their socio-psychological effects. The study uncovers the impact of emotionally charged messages that drive user engagement through discourse analysis. In contrast, a comparative analysis of algorithmic outputs highlights the mechanisms of personalization that foster ideological divisions. The findings reveal that emotionally intense and ideologically biased content strengthens existing beliefs and deepens societal divisions by shaping user perceptions that limit exposure to diverse viewpoints. The research also identifies the structural role of algorithms in shaping informational flows, contributing to bias reinforcement, and reducing content diversity. This study enhances our understanding of the socio-psychological implications of algorithmic systems and offers actionable insights for designing transparent, inclusive, and ethical algorithms. By promoting content diversity and improving media literacy, the research provides strategies to mitigate the negative impacts of echo chambers and foster a more equitable digital society.
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A. Stojanović, M. Alić, B. Cafuta (Zagreb University of Applied Sciences, Zagreb, Croatia)
The Role of Proof-of-Work in Transaction Integrity and System Resilience in Decentralized Finance Systems: An Overview
Proof-of-Work (PoW) is a consensus method used by some decentralized systems to achieve transaction agreement between independent network nodes without central authority. It requires computational time and energy with the goal of preventing malicious activities such as double-spending and distributed ledger manipulation. This paper provides an overview of the application of PoW in decentralized finance (DeFi) systems and its effectiveness in supporting decentralized financial transactions, smart contracts, and asset management. The paper also discusses emerging consensus models by comparing PoW with alternatives like Proof-of-Stake (PoS) used by platforms like Ethereum and Proof-of-Useful-Work (PoUW). Recent advances in improving scalability and reducing energy consumption are also discussed to address concerns about the efficiency and sustainability of PoW. Using current research and emerging trends in this area, this article underscores the importance of PoW in DeFi and identifies innovation possibilities to enhance its alignment with the demands of modern financial systems.
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D. Turkalj, I. Kelić (Ekonomski fakultet u Osijeku, Osijek, Croatia), L. Živković (Pravni fakultet u Osijeku, Osijek, Croatia)
Online Consumer Profile and Intergenerational Comparison in the Republic of Croatia
Online shopping has experienced significant growth over the past decade, with accelerated adoption during and after the COVID-19 pandemic, which reshaped consumer habits and shifted focus to digital channels. This study examines the profile of online shoppers in the Republic of Croatia and analyzes intergenerational differences among Generation Z, Millennials, Generation X, and Baby Boomers, aiming to identify key trends and insights to refine marketing strategies.The research is based on data collected in June 2023 from a representative sample of 1,800 respondents in Croatia, comparing findings with data from 2017 and 2020. A methodological framework involving stratified sampling by region and settlement size, along with a combination of self-completion and web panel surveys, was employed. Results reveal a significant increase in online shoppers from 28.5% in 2017 to 53% in 2023. Across all generations, the most important criteria for online shopping include lower prices, discounts, and free delivery.
Generational differences were identified in preferences and habits: younger generations favor innovative technologies and flexible payment methods, while older generations exhibit greater caution and a more traditional approach. The findings have significant implications for developing tailored marketing strategies targeting specific generational cohorts and for further research into the impact of technology on consumer behavior.
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G. Miščević, A. Perić Hadžić, S. Aksentijević (University of Rijeka, Faculty of Maritime Studies, Rijeka, Croatia)
Transforming Maritime Transport in Croatia through Hydrogen Technologies: Economic Potentials and Critical Perspectives
EU and Croatian legislation and strategies position hydrogen as a key element in decarbonizing the economy, including maritime transport and port operations. Transforming maritime transport using hydrogen involves adapting port infrastructure, developing hydrogen-powered vessels, and implementing new safety standards. Port competitiveness can be enhanced through hydrogen adoption by integrating innovative port infrastructure designed for hydrogen-powered ships. The maritime industry can expand in areas such as hydrogen research, shipbuilding, and the training of professionals in hydrogen handling. However, challenges such as high initial investment costs, lack of specialized infrastructure, and regulatory gaps remain significant. Financial incentives, clear implementation steps, and inter-sectoral cooperation are required to fully develop hydrogen’s potential. Despite obstacles, Croatia can become a regional leader in green maritime transport.
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D. Nižetić, S. Jovćić (Sveučilište VERN', Zagreb, Croatia), M. Bednjanec (Veleučilište ASPIRA, Zagreb, Croatia)
Optimizacija stranica za pozicioniranje na internetskim tražilicama - analiza korelacije SEO elemenata i ostvarene pozicije
Pronalaženje i vidljivost internetskih stranica ključan je preduvjet za uspješno poslovanje putem internetskih stranica.
Unazad dvadesetak godina razvijao se SEO (Search Engine Optimization), disciplina kojom optimizacijom sadržaja na samoj stranici utječemo na poziciju koju stranica ostvaruje unutar rezultata koje prezentira internetska tražilica.
Tijekom vremena elementi koji utječu na konačnu poziciju su se mijenjali, nestajali i dodavani su novi, unutar zajednice koja se bavi disciplinom često su se pojavljivale razne tvrdnje o važnosti i efikasnosti pojedinih elemenata optimizacije stranice. Tvrdnje su obično bivale dokazivane u većoj ili manjoj mjeri, najčešće sprovođenjem eksperimenata manjeg razmjera.
Svrha ovog rada je utvrđivanje stvarnog utjecaja pojedinih elemenata internetskih stranica na pozicioniranje same stranice na internetskim tražilicama, prikupljanjem podataka o pozicioniranju stranica za razne pretrage (korištenjem ključnih riječi i fraza) te analizom sadržaja samih stranica.
Cilj je utvrđivanje postojanja korelacije između ostvarene pozicije i analiziranih elemenata, čime bi se efektivno dao odgovor na pitanje o tome koji elementi imaju više ili manje utjecaja na konačnu poziciju stranice u rezultatima pretrage.
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L. Hrustek (University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia), E. Krhač Andrašec (University of Maribor, Faculty of Organizational Sciences, Kranj, Slovenia), M. Tomičić Furjan (University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia)
At the Crossroads of Sustainability and Digital Transformation: Exploring Synergies and Challenges in Global Development
The trajectory of global politics, industry, and society highlights two pivotal aspects: digital development and sustainability. These dimensions are at the core of all significant policies shaping global progress and societal advancement. However, a critical question arises: how can the digital environment be advanced while simultaneously fostering sustainable practices? While policies provide clear guidelines for digital development and sustainability, they often fail to address how to integrate these objectives in synergy. This paper seeks to bridge this gap by identifying the intersections between digital development and sustainability, exploring how ecological, economic, and social sustainability dimensions intertwine with digital innovation. It examines the boundaries, opportunities, and implications of combining digital advancements with sustainable practices for businesses and the environment. The research involved a comprehensive review of scientific literature from the Web of Science database, complemented by an analysis of key development policies. The findings reveal that the synergy between sustainability and digital development can be analyzed through three contexts: (i) sustainable performance of digital development, (ii) digital development for sustainable practices, and, (iii) management and control of sustainable practices.
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L. Lozev, K. Rasheva-Yordanova, Y. Hadzhiyska, A. Lozeva (University of Library Studies and Information Technologies, Sofia, Bulgaria)
Applications of Artificial Intelligence in Library Activities
Modern libraries face the need to adapt to the dynamic challenges of the digital era while simultaneously delivering innovative and efficient services to their users. Artificial Intelligence (AI) offers a wide range of opportunities for optimizing library operations, including automating routine processes, facilitating access to information, and personalizing services to meet user needs.
This article explores the key applications of AI in the library sector, focusing on three main areas: the management and search of library resources, digitization and archiving, and personalized services for readers. The implementation of technologies such as machine learning, optical character recognition (OCR), and intelligent chatbots demonstrates significant potential for enhancing efficiency and the user experience. At the same time, the challenges of AI integration, including technical requirements, ethical considerations, and the need for data protection, are also addressed.
The presented conceptual model for AI integration in libraries offers a structured solution that combines automation, data analysis, and personalized user services. The model includes key components such as intelligent resource indexing, analysis of user behavior, and secure mechanisms for data protection. In conclusion, the article highlights the importance of balanced AI use for sustainable, ethical library service development, meeting modern societal needs.
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I. Fosić, D. Pekanov (Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, Croatia, Osijek, Croatia), I. Fosić (HEP Telekomunikacije d.o.o., Osijek, Croatia)
Application of machine learning in analyzing the impact of organizational culture on employee satisfaction: predictive model and practical implications
In today's business world, job satisfaction is critical to employee motivation, engagement and productivity, and thus has a direct impact on the success and sustainability of an organization. This paper examines the influence of organizational culture on employee satisfaction. The aim is to understand the key variables that shape employees' attitudes and contribute to their satisfaction. The research focuses on the application of machine learning algorithms to predict employee satisfaction using data collected from 103 respondents. The model uses the supervised machine learning algorithm Random Forest to develop a prediction model, with the prediction results represented by the confusion matrix and the classification accuracy metric. To interpret the effects of each feature from the input dataset, SHAP (SHapley Additive exPlanations) analysis was applied, which combines the importance of the features with the effects of the features. The predictor variables included dimensions of organizational culture such as employee orientation, customer orientation, accountability and collaboration. Employee satisfaction was analyzed as an overall dependent variable and segmented into few dependent sub-variables for a more detailed analysis, resulting in different reduced data sets. The results show that the proposed machine learning algorithm enables accurate prediction of employee satisfaction and provides detailed insights into the influence of each variable on satisfaction. The practical implications of this study include the development of effective strategies to strengthen a positive organizational culture, reduce employee turnover and improve the work environment. From a theoretical perspective, the study contributes to a deeper understanding of organizational culture and job satisfaction and highlights the importance of innovative techniques such as machine learning in HR research. These findings provide a basis for further studies and possible directions for improving predictive models and understanding factors that influence employee satisfaction in different organizational contexts.
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R. Zdjelar, N. Žajdela Hrustek, N. Perši (Faculty of Organization and Informatics, Varaždin, Croatia)
Measuring the Readiness of Public Policies for e-Inclusion of the 54+ Population with a Composite Index - the Croatian Counties Case
Digitization of society in all aspects has been a priority of public policies over the previous decade, as seen by the events of the COVID-19 epidemic. It is becoming much more difficult because the key to digitalization is people who are ready to take advantage of the benefits of digital technologies, and there are an increasing number of elderly people who are largely unprepared for changes and the implementation of digital technologies. A variety of stakeholders, particularly governmental authorities, should give critical support and encouragement for achieve this goal through public policies. The purpose of this study is to describe the application of a composite index to assess the public policies readiness for the e-inclusion of the 54+ population. Data for this study were gathered from policies that are part of strategic documents available on public websites or by direct contact with regional self-government authorities. The documents were gathered from a convenient sample of eight counties in the Republic of Croatia. Analysis of the five-year (2016–2020) documentation was conducted and aimed to quantify parameters indicating the readiness of public policies for e-inclusion of the 54+ population across each observed county. Multivariate analysis was employed to analyze the collected data. Data normalization was applied, and weighting factors were determined based on the conclusions from the focus groups. Data aggregation was performed, followed by a sensitivity test to assess the results' responsiveness to changes in the weighting factors. Final conclusions of the research indicate that the readiness of public policies for e-inclusion of the 54+ population is low in the examined counties, as none of the eight analyzed counties in the Republic of Croatia achieved even 50% of the maximum indicator value in the year 2020.
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A. Kutnjak (University of Zagreb, Faculty of Organization and Informatics, Varaždin, Croatia)
A Triple Approach to Initiating Digital Transformation: Insights Through Metamodeling
Changes in the market, the emergence of new trends, and the resulting need to modify operations drive organizations to undertake activities aimed at digital transformation (DT). Digital transformation enables organizations to change their business models, processes, products, and services by leveraging all available organizational resources to reshape their core operations and fully align with meeting clients' ultimate needs. To achieve this, current business practices offer a variety of methods to assess the current state and to create potential activities focused on future improvements and the overall advancement of organizations. Such methods, in addition to being aligned with the organization's objectives, must also be appropriate for the domain of operations where the change needs to be implemented. The aim of this paper is to use metamodeling to determine the complementarity and potential integration of the SWOT analysis, McKinsey 7S model, and the determinants of digital transformation to enhance the final performance of organizations and to identify the initial potential for digital transformation within them. Since metamodels represent, simplify, and define the syntax and semantics of the observed domain, the question arises as to how these methods can be interconnected and which elements of the three methods can be utilized in their integration.
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Z. Šinković, L. Pribisalić (Sveučilište u Splitu Pravni fakultet, Split, Croatia)
Taxation of Robots
Scientists, practitioners, and policymakers have been discussing the taxation of robots and Artificial Intelligence (AI) systems for many years without any real action being taken by any jurisdiction, with very few exceptions. The wide range of targeted proposals that have been presented so far could be difficult to implement, besides the fact that most of them violate commonly accepted principles of tax policy, such as neutrality, simplicity/certainty, efficiency, effectiveness, and fairness, as well as flexibility. This paper will analyze the advantages and disadvantages of proposals related to the taxation of robots. In this paper, the authors will present several key considerations (de lege ferenda) related to the taxation of robots: a) define the term robot in the legal sense, b) clarify the legal relationship between humans and robots, c) determine the scope of taxation - determine which industries and functions of AI and robots to tax, d) determine the most suitable type of tax (taxing robots as (separate) „persons“ for Income Tax Law Purposes, taxing the use of robots for redistribution through tax neutrality and robot tax as a Business Presumptive Tax) and e) who bears tax liability for robot tax?
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J. Grönman (Satakunta University of Applied Sciences, Pori, Finland), T. Pohjola, T. Haukioja (University of Turku, School of Economics, Pori Unit, Pori, Finland)
Cybersecurity Challenges in Open Data and AI Systems for Sustainable Local Development
The integration of open data and artificial intelligence (AI) offers significant potential for advancing sustainable development goals in local governance. The Doughnut Economy framework, emphasizing human well-being within ecological limits, provides a valuable guide for promoting sustainable and equitable policies. AI can support this vision by analysing diverse datasets to enhance decision-making, boost sustainable resource allocation, and support inclusive policies. AI-powered tools have the potential to transform local governance by improving efficiency, reducing costs, and fostering transparency and accountability. They enable local governments to address complex challenges and implement data-driven policies at scale. However, this increasing reliance on AI and open data also introduces substantial cybersecurity risks. Open data platforms can become targets for cyberattacks, such as data breaches or manipulation, which may compromise the accuracy of AI-driven insights. Additionally, inadequate anonymization of sensitive information can expose individuals and communities to privacy violations. To address these risks, robust cybersecurity measures are essential. These include ensuring secure data storage, deploying advanced encryption, and implementing AI governance frameworks that prioritize transparency and accountability. Effective risk management strategies are also critical to building public trust and safeguarding the ethical use of AI in decision-making. This study examines how open data and AI can support sustainable local development while emphasizing the importance of addressing cybersecurity challenges to ensure their safe and ethical deployment.
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D. Borissova (Institute of Information and Communication Technologies at the Bulgarian Academy of Sciences, Sofia, Bulgaria), M. Bankovska (University of Library Studies and Information Technologies, Sofia, Bulgaria), Z. Dimitrova (Institute of Information and Communication Technologies at the Bulgarian Academy of Sciences, Sofia, Bulgaria)
Digital Transformation and Business Decision Making for Sustainability in E-Learning Management
The digitalization of the economy and society is an ongoing process that is reflected in all our society activities, including in the field of education. Therefore, the current article aims to propose a mathematical model capable evaluate different business alternatives and choice by a group of experts in the field. This model addresses sustainability challenges in the era of digital transformation and the development of sustainable business models. The proposed mathematical model aims to contribute to transparent management and objective decision-making on issues related to the development of e-learning. By determining key indicators of the LMS, a common framework is proposed to facilitate the selection of the most appropriate one. In addition, through the proposed model, it is also possible to determine the effectiveness of the developed e-courses. This is achieved by the identification of other relevant key indicators for e-courses. Therefore, the proposed model can be applied to various aspects of the e-course business management to make rational decisions in the context of the dynamics of the digital economy and digital society. The applicability of the proposed model is numerically tested and the results prove the applicability of the described model for group decision-making
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I. Kostadinova, K. Rasheva-Yordanova, M. Bankovska (University of Library Studies and Information Technologies, Sofia, Bulgaria)
A Concise Analytical Review of Digital Image Processing Methods Used to Provide Security
Today's security systems increasingly rely on digital image processing to provide automation, surveillance, and protection in various areas of public life. Digital image processing processes include not only recognition, but also image modification to enhance security, real-time surveillance, and object tracking. Security is an indispensable element of everyday life, ensuring the stability and integrity of architectural structures and processes. Reliable and timely digital data processing is essential to ensure the safe operation of facilities and systems. This paper presents a concise analytical review of various application areas of digital imaging for security purposes. The review in this paper covers scientific publications referenced in databases such as Web of Science, Springer, IEEE, Crossref, and Google Scholar from the period 2012 to 2024, describing processes from a person's everyday life, performed through digital processing. It describes and discusses the methods used in the studies for digital image processing. This review has an overview and prognostic character. Its purpose is to see in what activities digital image processing is used, what methods are used, and what activities they are applied to ensure the robustness of an object or the security of a process. Thus, the collected and analysed publications will show what trend the use of digital image processing is developing in and what methods are used for this. The challenges and best practices in integrating these technologies into advanced surveillance and protection systems are given attention. Security remains a fundamental factor in the process of collecting, processing and managing digital information, highlighting the importance of innovations in the field of image processing for the sustainable development of security technologies.
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N. Kaurin Knežević, L. Kondić, E. Shushka (Algebra University, Zagreb, Croatia)
Anxious to Create? Role of Gen Z Social Media Usage in Their Creative Self-Concept
Social media platforms have become ubiquitous in contemporary society, serving as tools for communication, information sharing and creative expression. Creative Self-concept, defined as a general judgment of one’s ability to generate novel and original ideas, plays a pivotal role in fostering creative skill development. This study investigates the role of social media usage motivations in the Creative Self-concept of Generation Z. The research was conducted with a sample of 200 Generation Z respondents, using validated scales to measure social media use motivation and Creative self-concept, complemented by tailored survey items. Results indicate that participants who utilize social media for inspiration exhibited the highest mean scores for creative self-efficacy (Mean = 3,87, SD=0,860) and creative personal identity (Mean = 32,79, SD=1,03), thereby supporting the study's hypothesis. Statistical analysis revealed a significant positive correlation between the motivation for use of social media for creative expression and enhanced creative Self-concept, consisting of two variables: personal identity and creative self-efficacy. The findings further demonstrate that Generation Z leverages social media not only for entertainment and education but also as a critical environment for idea exchange and personal development.
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M. Pejić Bach, J. Zoroja (University of Zagreb, Faculty of Economics and Business, Zagreb, Croatia), I. Miloloža (University of Josip Juraj Strossmayer in Osijek, Faculty of Dental Medicine and Health, Osijek, Croatia)
Age and the Digital Divide in the 21st Century: Patterns of Internet Use Across Generations
This study explores generational differences in internet usage among Croatian citizens, focusing on trends across various online activities. Data collected by the Croatian Bureau of Statistics as part of the survey on the usage of information and communication technologies (ICT) in households and among individuals were analyzed to assess usage patterns across six age groups (16–24, 25–34, 35–44, 45–54, 55–64, and 65–74 years) for activities such as communication, online transactions, entertainment, and civic engagement. In the first step, exploratory factor analysis was conducted, identifying four factors: Day-to-day tasks, Communication and fun, Informing, and Policy & Voting. In the second step, the age-based comparison revealed significant disparities. The Internet was used most often for communication and fun among users aged 16–24. Day-to-day tasks were conducted online most frequently by users aged 25–34, among whom policy and voting activities were also the most frequent. However, informing activities were conducted most often by users aged 45–54. Notably, the youngest users aged 16–24 use social media more often than online news sites, newspapers, or news magazines. Link analysis indicated that younger users (16–24; 25–34) simultaneously use the Internet for a wide range of tasks, while the oldest group of citizens primarily uses the Internet for informing activities, such as seeking news and health-related information.
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M. Kuštelega, I. Gregurec (Sveučilište u Zagrebu, Fakultet organizacije i informatike, Varaždin, Croatia)
Inovacije u digitalnom marketingu - Bibliometrijska analiza radova u Scopus bazi podataka od 2021. do 2024.
S pojavom četvrte industrijske revolucije, fokus održavanja konkurentske prednosti poduzeća sve češće se preusmjerava na upotrebu naprednih tehnologija poput umjetne inteligencije vođene korisničkom podrškom, velikih podataka, interneta stvari, proširene i virtualne stvarnosti, optimizacije glasovnog pretraživanja i sl. Ove tehnologije omogućavaju marketinškim stručnjacima da efikasnije planiraju i po potrebi prilagode svoje marketinške strategije, uključujući kreiranje interaktivnih promotivnih kampanja te virtualno predstavljanje i prodaju samih proizvoda i usluga. Navedene kreativne strategije uočavanja i privlačenja ciljane publike uz korištenje različitih kanala u digitalnom okruženju predstavljaju inovacije u digitalnom marketingu. Pritom je važno naglasiti kako implementacija inovacija digitalnog marketinga u kratkom roku može dovesti do transformacije poslovnih modela, čime se naglašava značaj personalizacije u svrhu privlačenja novih i zadržavanja postojećih klijenata, kao ključnog čimbenika digitalizacije poslovanja s marketinškog gledišta. Fokus ovog rada usmjeren je na prepoznavanje različitih inovacija u području digitalnog marketinga nastalih u protekle četiri godine. U tu svrhu, bibliometrijskom analizom sekundarnih izvora podataka, analizirano je 18 članaka napisanih na engleskom jeziku i objavljenih u Scopus bazi podatka u razdoblju od 2021. do 2024. godine. S obzirom na uočen suficit broja radova vezanih uz ovo područje istraživanja, doprinos rada veže su uz osvještavanje čitatelja o relevantnosti ovog aktualnog područja istraživanja.
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J. Samardžija (RIT Croatia, Zagreb, Croatia)
AI-Enhanced Exam Preparation: Addressing Economic and Sustainability Challenges in Digital Transformation
This research investigates the impact of gender and academic performance on the use of AI-powered tools for sustainable learning practices in higher education. Conducted with 90 students from November 27 to December 15, 2024, it explores how these factors influence digital tool usage patterns. The findings confirm that gender differences affect AI tool usage (H1). Female students frequently use AI tools for content comprehension and exam preparation, while male students, especially high achievers, focus on efficiency and problem-solving strategies. Academic performance also significantly influences tool utilization (H2). High-performing students leverage AI tools for refinement and productivity, while lower-performing students rely on them for foundational learning support. AI tools can foster sustainable learning by offering personalized educational assistance across varying performance levels (H3). However, disparities in usage patterns emphasize the need for inclusive strategies to ensure fair access to AI tools and educational support for all learners. To maximize benefits, students should be educated on effective, tailored use of AI tools aligned with their academic needs. Female students demonstrate strengths in conceptual clarity and exam preparation, while high-performing males focus on problem-solving efficiency. Limitations include a relatively small, gender-imbalanced sample, suggesting future research with larger datasets to better assess long-term impacts.
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A. Cerimagic Hasibovic (Faculty of Electrical Engineering, University of Sarajevo, Sarajevo, Bosnia and Herzegovina), M. Hasic (Faculty of Economics, University of Dubrovnik, Dubrovnik, Croatia), A. Tanovic (Faculty of Electrical Engineering, University of Sarajevo, Sarajevo, Bosnia and Herzegovina)
Reducing Costs and Improving Customer Satisfaction in Insurance Using AI
This paper examines the impact of artificial intelligence (AI) and machine learning (ML) on daily work processes in the insurance industry. The insurance industry, which has always been data-driven, has been given a whole new business potential with large amounts of data from various sources being transformed and analysed through the use of AI and ML. This paper shows how AI and ML technologies can improve efficiency and productivity, increase customer satisfaction and reduce costs at the same time. The paper describes various AI and ML techniques used in claims processing and how customer interaction can be improved through the use of AI tools.
Although there are many benefits, especially in the technological sense, the work will also address the challenges we face in practice, such as data accuracy, compliance, local and global regulations in the Bosnian and EU markets. Cybersecurity risks and constant changes to business processes through process automation are constantly present, which is not always accepted by employees. Through the paper we see that the future for AI and ML in business processes is certain and cannot be avoided. A balanced approach that combines AI capabilities with human practice, expertise and knowledge will be essential for the development and application of AI in the insurance industry.
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K. Maršić (Faculty of Textile Technology, Varaždin, Croatia), A. Hunjet (University North, Varaždin, Croatia)
Evaluation of the Current Process of Inspection Supervision (AS-IS) and Recommendations for the Future (TO-BE) Model in Croatia
The state administration system in Republic of Croatia has been regulated by the Law on State Administration System. According to this law, the state administration affairs are as follows: implementation of state policies, direct law implementation, inspection, administrative supervision, and other administrative affairs. Inspection affairs take up a large portion (1/5) of the total state administration affairs. Business entities are legal and natural persons who participate in the country’s economic life. Inspection supervision is carried out over the operations of economic (business) entities. The main purpose of this paper is to determine the assessment of the current model of inspection supervision carried out over business entities in the Republic of Croatia (AS-IS) with the aim of defining recommendations for a new model (TO-BE). In order to assess the efficiency of the existing supervision model as it affects the business operations of entrepreneurs, a survey was conducted involving business entities in the Republic of Croatia. A total of 323 business entities (respondents) took part in the research. The research results indicate that the existing model should be replaced with a new, more effective supervision model.
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C. Barnes (LUT University, Lahti, Finland), J. Kasurinen (LUT University, Lappeenranta, Finland)
What Sells: A Study of the Player Spending Habits and the Game Industry Monetization Models
The video game industry has seen massive development in the recent decades, with monetization strategies becoming an important part of its growth. In this study, we investigate the different monetization models used in the gaming industry, and how they relate to player spending behavior and motivations. By conducting a survey on the spending habits and to understand player opinions towards different methods of monetization, we analyzed the different types of monetization models and strategies, gained insight on why players spend money on the free games and the games they already own, and in general, on what do the players most frequently spend money on in their games. The findings from the survey reveal that unlike originally expected, majority of the players reported spending money to buy something after spending money on acquiring the product. The largest driving motivation being the desire to enhance gameplay, with other factors such as access to additional content or access to cosmetics being major factors. Similarly, our observations indicate that the decision-making process on spending money on a new product is fairly traditional, and there are ethical concerns which affect the player attitudes towards the games as products, and their attractiveness to the potential customers.
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L. Zekanović-Korona, J. Grzunov, M. Grzunov (Sveučilište u Zadru, Zadar, Croatia)
Artificial Intelligence in Higher Education: A Global Analysis of AI-Focused Educational Programs
Recent advancements in artificial intelligence (AI) and machine learning, especially following the release and global accessibility of large language models like ChatGPT in 2022, have driven the widespread adoption of AI across diverse sectors. This rapid development is expected to reshape labor markets by redefining the skills, knowledge, and competencies required of the workforce in the near future. Many educational institutions have recognized this paradigm shift, incorporating AI-focused content into their curricula. As a result, a significant number of new academic programs have emerged, aiming to equip students with the capabilities necessary to thrive in AI-driven industries. This study provides a comprehensive review and comparative analysis of these academic programs, utilizing publicly available online data. The findings show that most of the newly introduced programs prioritize data science, machine learning, and the practical application of AI across diverse fields, highlighting the increasing demand for interdisciplinary expertise. Additionally, the findings illustrate that these programs are structured to address both technical and applied aspects of AI, ensuring graduates are prepared for real-world challenges. As AI continues to transform industries, the number and diversity of such programs are anticipated to expand rapidly, emphasizing the critical role of academia in preparing students to meet the evolving needs of AI-driven industries.
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V. Vinšalek Stipić, M. Vičić, A. Martinović (Polytechnic Nikola Tesla in Gospić, Gospić, Croatia)
The Impact of Digitalization on the Workforce, Productivity and Efficiency of Companies
Digitalization is the process of integrating digital technologies into all aspects of business and everyday life. In recent decades, digital technologies such as the Internet, automation and artificial intelligence have radically changed the way companies function in business processes. The aim of this research is to examine the impact of employees' digital literacy on the productivity and efficiency of companies and to analyze how the adaptation of digital technologies can improve business processes and the competitiveness of companies in the market. Four hypotheses were investigated regarding the impact of digital tools and technology on the productivity and efficiency of employees within a company. Statistical analyses confirmed that there is a significant positive correlation between the digital adaptation of a company, investment in digital education, the frequency of use of digital tools in the work of digitalization within the team and the perceived productivity and efficiency of employees. The research focuses on analyzing how the level of digital literacy affects the ability of employees to quickly adopt and apply technologies, which directly affects the productivity and efficiency of companies.
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L. Petrovčić, V. Vinšalek Stipić (Veleučilište "Nikola Tesla" u Gospiću, Gospić, Croatia), D. Jurković (Udruga poslodavaca u zdravstvu Hrvatske, Zagreb, Croatia)
Digitalisation of Public Services Using the Example of Health Care in the Republic of Croatia
The normative framework of national legislation, accompanied by non-binding and binding acts of direct and indirect application of permanent Europeanisation, has determined the measures for the development of the health care system by IT connection of health services at all levels of health care. Following the principle of the availability of patients' rights protection, the paper connects the theoretical principles in question with the practical application of public health e-services in the Republic of Croatia. Since the imperative of interoperability of information systems in public services is achieved precisely through e-services, the paper considers to what extent citizens are familiar and satisfied with public health e-services in the Republic of Croatia, namely eHZZO and the Patients Health Portal. Based on the quantitative and qualitative analysis of the survey research, the paper concludes the connection between satisfaction and information about digital health services of the Croatian health care system concerning the level of education and the respondents’ residence region.
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A. Mandić (University North, Koprivnica, Croatia)
Optimizing the Research Process: The Role of AI Tools in Scientific Literature Searches
Finding relevant literature in scientific research is both fundamental and challenging, especially with the surge in publications. Traditional search methods often yield incomplete results, but the rise of artificial intelligence (AI) is transforming this process. This paper examines how AI tools enhance the efficiency and accuracy of literature searches through advanced techniques. This systematic literature review (SLR) utilizes papers from the Web of Science database to highlight key trends and authors at the intersection of AI and scientific research. For this purpose, documents within the Web of Science scientific database were used to gather information on the research topic showing the main trends, findings, affiliations, and authors that focused on the intersection of AI tools in scientific literature search. This article conducts a comprehensive bibliometric analysis of 398 articles dealing with the application of AI tools in scientific issues in the period 2021–2025, with the application of the keywords “AI tools” and “Scientific literature Search” The findings suggest that AI-driven tools streamline study identification and mitigate the limitations of traditional methods. Despite challenges like data bias and interpretability, the review highlights AI's potential to revolutionize literature research, leading to deeper insights and more impactful scientific contributions.
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S. Rosandić (Ericsson Nikola Tesla d.d., Zagreb, Croatia)
The Role of Data Catalog in Advancing Data Monetization Strategy
For future-oriented organizations, data are a vital asset and key to digital transformation. Still, few truly regard data as a strategic asset using their full potential and creating financial value. In real cases, data are often scattered across systems creating silos that hinder coordination, accessibility, and enterprise data modeling. With data continuously growing, finding the right information at the right time becomes challenging. Information is trapped in specific departments or systems and inconsistent definitions and business knowledge further complicate processes. It is essential, therefore, to understand and align business and data architecture to unlock monetization.
A data catalog addresses these issues by serving as a centralized repository for metadata and a single source of truth. It provides searchable access to information about data sources, structures, relationships, and usage. Through documenting and tracking metadata, it offers visibility into data assets, ownership, lineage, and quality which ensures compliance, enhances accessibility, and fosters accountability across the organization enabling efficient data governance. AI technologies (such as natural language processing (NLP) for metadata tagging and enrichment or machine learning (ML) for data classification and anomaly detection) can additionally increase the value of data catalogs in supporting data monetization strategies and operational efficiency.
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Basic information:
Chairs:
Edvard Tijan (Croatia), Mladen Mauher (Croatia)
Steering Committee:
Adrijana Agatić (Croatia), David Brčić (Croatia), Đani Juričić (Slovenia), Mladen Mauher (Croatia), Ana Perić Hadžić (Croatia), Vjeran Strahonja (Croatia), Edvard Tijan (Croatia)
Program Committee:
Saša Aksentijević (Croatia), Petra Karanikić (Croatia), Mladen Mauher (Croatia), Edvard Tijan (Croatia)
Registration / Fees:
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REGISTRATION / FEES
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Price in EUR
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EARLY BIRD
Up to 23 May 2025 |
REGULAR
From 24 May 2025 |
| Members of MIPRO and IEEE |
270 |
297 |
| Students (undergraduate and graduate), primary and secondary school teachers |
150 |
165 |
| Others |
300 |
330 |
The student discount doesn't apply to PhD students.
NOTE FOR AUTHORS: In order to have your paper published, it is required that you pay at least one registration fee for each paper. Authors of 2 or more papers are entitled to a 10% discount.
Contact:
Edvard Tijan
University of Rijeka
Faculty of Maritime Studies
Studentska 2
HR-51000 Rijeka, Croatia
Phone: +385 51 338 411
E-mail edvard.tijan@pfri.uniri.hr
The best papers will get a special award.
Accepted papers will be published in the ISSN registered conference proceedings. Papers in English presented at the conference will be submitted for inclusion in the IEEE Xplore Digital Library.
Location:
 Opatija is the leading seaside resort of the Eastern Adriatic and one of the most famous tourist destinations on the Mediterranean. With its aristocratic architecture and style, Opatija has been attracting artists, kings, politicians, scientists, sportsmen, as well as business people, bankers and managers for more than 180 years.
The tourist offer in Opatija includes a vast number of hotels, excellent restaurants, entertainment venues, art festivals, superb modern and classical music concerts, beaches and swimming pools – this city satisfies all wishes and demands.
Opatija, the Queen of the Adriatic, is also one of the most prominent congress cities in the Mediterranean, particularly important for its ICT conventions, one of which is MIPRO, which has been held in Opatija since 1979, and attracts more than a thousand participants from over forty countries. These conventions promote Opatija as one of the most desirable technological, business, educational and scientific centers in South-eastern Europe and the European Union in general.
For more details, please visit www.opatija.hr and visitopatija.com.
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