Transformation of Marketing Practices in the Era of Disruptions: Integrative Effects of Digital Innovations, Changes in Consumer Behaviour and Contemporary Market Challenges (DIMPACT)

Project Summary: The project explores how digital innovations, changes in consumer expectations and behavior, and global market challenges are shaping the transformation of marketing practices. The focus is on the integration of new technologies, sustainable approaches, and responses to security threats in the development of contemporary, digitally-oriented marketing strategies. Using an interdisciplinary approach and predominantly quantitative methods, the project will analyze patterns of consumer behavior, user experience, and perceptions of artificial intelligence in digital channels. Through nine thematic units, the role of branding, distribution channels, political marketing, and behavioral and socially responsible aspects of market communication will also be explored. The project includes 14 researchers who are strategically connected according to scientific competencies, bibliometric indicators, and previous research experience. The results will include at least 11 scientific papers indexed in WoS and/or SCOPUS databases, 13 presentations at international conferences, and two international collaborations. Contribution to scientific excellence, digital transition, and the development of innovative business models based on scientific evidence is expected. The project will result in digitally accessible scientific content and recommendations relevant to the scientific community, the education sector, decision-makers and practitioners. The project is fully aligned with the principles of sustainability, interdisciplinarity and visibility, as well as with the indicators defined in the catalogue of goals and results of the institutional call.

Project activities are focused on 3 main objectives: C1 - To explore consumer behavior patterns and expectations in a digitally disruptive environment, with an emphasis on user experience, emotional and rational determinants of decision-making, trust in technologies and acceptance of artificial intelligence; C2 - To analyze the impact of digital innovations, sustainability and security challenges on the transformation of marketing strategies, including aspects of branding, distribution and digital communication in crisis conditions; C3 - To develop and test scientifically based models and recommendations for organizations operating in digitally unstable conditions, with the dissemination of results through scientific papers, conference presentations and international collaborations.

Project leader: Prof. Dr. Sc. Antun Biloš

Associates: Prof. Dr. Mirna Leko Šimić, Prof. Dr. Davor Dujak, Prof. Dr. Marija Ham, Prof. Dr. Mladen Pancić, Prof. Dr. Helena Štimac, Prof. Dr. Davorin Turkalj, Assoc. Prof. Dr. Ivan Kelić, Assoc. Prof. Dr. Marina Stanić, Assoc. Prof. Dr. Jelena Franjković, Assoc. Prof. Dr. Ana Pap Vorkapić, Dr. Juraj Rašić, Karla Bilandžić Tanasić, Bruno Budimir