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.