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Jelena Krstić, PhD
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Jelena Krstić, PhD

Senior Research Associate

Digital Economics Department

research fields

  • Marketing communications
  • Consumer behavior
  • Digital marketing

education

  • Ph.D. 2016 / University of Belgrade, Faculty of Organizational Sciences
  • Master 2011 / University of Belgrade, Faculty of Organizational Sciences

previous employment

  • 2024 - / Institute of Economic Sciences
  • 2015-2024 / Economic Institute a.d. Belgrade
  • 2013-2014 / Alfa University, Faculty of Commerce and Banking
  • 2012 / Professional Printing Solutions-Adriatic
  • 2008-2011 / Wiener Stadtische a.d. Belgrade

references/bibliography

Поповић Шевић, Н., Шевић, А., Слијепчевић, М., Крстић, Ј. (2025). AI adoption in higher education: Exploring attitudes and perceived benefits between users and non-users. Online Journal of Communication and Media Technologies, 15(4). https://doi.org/10.30935/ojcmt/17246

Крстић, Ј. (2025). Evaluating Corporate Reputation in the Digital Environment: Insights from a Systematic Literature Review. У: Ертјурк, А., Озшахин, М., Симовић, В. (ур.), Human-Centric, Sustainable, and Resilient Organizations in the Digital Age, 235–256. IGI Global. https://doi.org/10.4018/979-8-3693-8181-6.ch010

Крстић, Ј., Рајић, Т., Костић-Станковић, М., Властелица, Т. (2025). Investigating female consumers’ environmentally conscious apparel purchase behaviour through Stimulus-Organism-Response framework. Serbian Journal of Management, 20(1). https://doi.org/10.5937/sjm20-53380

Костић-Станковић, М., Властелица, Т., Крстић, Ј., Рајић, Т. (2025). Antecedents of fashion-oriented compulsive buying of young consumers: Evidence from an emerging economy. TEME, XLIX(1). https://doi.org/10.22190/TEME240219007K

Скочајић, И., Крстић, Ј., Живановић, М. (2024). Digital communication in public diplomacy: a systematic literature review. У: Лечић-Цветковић, Д., Делибашић, Б., Кривокапић, Ј. (ур.), Uncovering the Hidden Potential of Organizations by Bringing Together People and Digital Technologies, 177–200. Факултет организационих наука, Београд. https://doi.org/10.5937/industrija50-42474

Костић-Станковић, М., Штављанин, В., Крстић, Ј. (2024). Маркетиншка комуникација: традиционална и дигитална перспектива. Факултет организационих наука, Београд. ISBN 978-86-7680-475-7.

Скочајић, И., Павковић, В., Крстић, Ј., Костић-Станковић, М., Властелица, Т., Рајић, Т. (2024). Urban tourism appeal: The effectiveness of communication channels and multimedia formats in creating tourists’ expectations. Sustainability, 16. https://doi.org/10.3390/su16114552

Властелица, Т., Николић, Д., Крстић, Ј. (2023). Crisis consequences determined by crisis communication strategies in food industry. У: Михић, М., Једнак, С., Савић, Г. (ур.), Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-COVID Era, 671–687. Springer Nature, Cham.

Властелица, Т., Костић-Станковић, М., Рајић, Т., Крстић, Ј., Обрадовић, Т. (2023). Determinants of young adult consumers’ environmentally and socially responsible apparel consumption. Sustainability, 15(2). https://doi.org/10.3390/su15021057

Властелица, Т., Костић-Станковић, М., Крстић, Ј., Рајић, Т. (2023). Generation Z’s intentions towards sustainable clothing disposal: Extending the Theory of Planned Behavior. Polish Journal of Environmental Studies, 32(3). https://doi.org/10.15244/pjoes/157007

selected projects

Development of the Communication and Public Relations Strategy for the Science and Technology Park Čačak (2024), client: NTP Čačak, member of the expert team.

Development of the Communication Strategy of the Joint Stock Company Elektromreža Srbije for the period 2024–2027 (2024), client: AD Elektromreža Srbije, member of the expert team.

Development of the Comprehensive Communication Strategy of the Road Traffic Safety Agency (ABS) for the period 2023–2027 (2023), client: Road Traffic Safety Agency, member of the expert team.

Socio-economic impact analysis of the Belgrade Fair on the national economy (2017, 2020), client: Belgrade Fair, team member.

Development of the Corporate Communication Strategy for NIS for the period 2021–2025 (2021), client: NIS a.d., member of the expert team.

Fast Track Action Boost in the Labor Market of Third-Country Nationals, Asylum Seekers, Refugees and Their Families (FAB) (2019), client: Ministry of Labour, Employment, Veteran and Social Affairs, member of the expert team.

Development of a Study on the Socio-Economic Impact of the Wine Industry, Winemaking, Viticulture, and Wine Tourism in the Autonomous Province of Vojvodina, with Special Reference to the Model of Establishing or Transforming the National Institute of Viticulture and Winemaking in Sremski Karlovci (2019–2020), client: Provincial Secretariat for Economy and Tourism of AP Vojvodina, project leader.

ENABLE.EU: Enabling the Energy Union through Understanding the Drivers of Individual and Collective Energy Choices in Europe (Horizon 2020) (2016–2018), client: European Commission, researcher.

Analysis of the Regulatory Framework for Entrepreneurship in the Three Most Promising Sectors, with Recommendations for Simplifying Business Procedures for Young Entrepreneurs (PERFORM) (2016), client: Helvetas Serbia in cooperation with the Swiss Agency for Development and Cooperation (SDC), the Republic Secretariat for Public Policy, and the Ministry of Youth and Sports of the Republic of Serbia, researcher.

Organizational and Informational Support to the Quality Management System as a Key Factor for Increasing the Competitiveness of Serbian Companies and Their Faster Entry into the Global and EU Markets (2016–2019), client: Ministry of Education, Science and Technological Development, researcher.

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