Scientific papers and dissertations

Trends and Patterns in Shared Accommodation in Europe and Serbia: What Do We Know So Far?

Sharing economy is a socio-economic paradigm characterised by the collaborative utilisation of resources and services among individuals, facilitated through digital platforms. Shared accommodation attracts the attention of various stakeholders due to its impact on societal shifts towards collaborative living models and housing policies. This paper explores trends and patterns of the use of shared accommodation in Europe and Serbia. Data on the European level was collected from Eurostat, while in Serbia, a survey was conducted among the student population. The results on the European level show that participation in shared accommodation is increasing and that socio-demographic background impacts the level of participation. In the Serbian context, results indicate that socio-demographic factors do not influence the participation of students in shared accommodation practices. The main obstacle indicated was the lack of trust in the provider. The most important aspects that individuals considered when choosing shared accommodation were lower prices and better location. There is a positive trend in Europe regarding the usage of shared accommodation. In Serbia, the student population uses shared accommodation; however, physical and performance risks are seen as obstacles to participation.

Maričić, M., Ribić, M., Uskoković, V., & Drinjak, N. (2025). Trends and Patterns in Shared Accommodation in Europe and Serbia: What Do We Know So Far? Business Systems Research, 16(1), 104-129. Link

Navigating the landscape: Unveiling the reflection of AI in the sharing economy through bibliometric-based approach

Recent scholarly attention has surged in integrating artificial intelligence (AI) across various scientific domains, prompting a closer examination of AI’s pervasive influence on economic paradigms like the sharing economy (SE). This study delves into the multifaceted intersections of AI within the SE, employing a bibliometric-based analytical framework. By establishing a terminological grounding in AI, the study surveys a broad spectrum of AI applications in the SE, culminating in a bibliometric analysis that identifies emerging themes and trends. Analysing literature metadata from the Web of Science database over the past eight years, the focus is on citation topics within the SE. In-depth analyses, facilitated by the Bibliometrix R package, are applied to a curated selection of papers. The findings reveal key insights, such as how AI-driven text analytics significantly enhance customer satisfaction through user-generated reviews. Additionally, AI plays a crucial role in promoting energy-efficient behaviour in smart accommodations, while algorithmic oversight is increasingly integrated into digital labour platforms to balance automation with human dignity. Furthermore, AI optimizes resource allocation and improves matching algorithms on online labour platforms, thereby boosting platform efficiency. The study suggests future research avenues, advocating for broader exploration of AI’s role in digital economic models and greater governmental involvement.

Uskoković, V., Maričić, M., Dacić-Pilčević A., & Jeremić, V. (2024). Navigating the landscape: Unveiling the reflection of AI in the sharing economy through bibliometric-based approach. Journal of Economics and Business, 42(2), 479-507. Link

Investigating the relationship between environmental consciousness and sharing economy attitudes among youth in Serbia

This paper explores the relationship between environmental consciousness and attitudes towards the sharing economy, aiming to shed light on the potential interplay between environmental awareness and participation in collaborative consumption practices. The research investigates whether individuals with a heightened environmental consciousness exhibit more favorable attitudes towards sharing economy initiatives. By delving into the motivations, values, and perceptions that shape environmentally conscious decisions of individuals, the paper seeks to unravel the underlying factors influencing their engagement with sharing platforms. A conceptual model is proposed to explore the mentioned relationships. To test the validity of the model, we conducted a survey among the Gen Z population in Belgrade, Republic of Serbia. The model was verified using structural equation modelling (SEM). The results point out that environmental consciousness and environmental behavior impact perceptions and attitudes regarding the sharing economy. However, that impact is moderate to low. The research implications extend to policy-makers, businesses, and scholars seeking to understand and promote sustainable practices within the context of the sharing economy.

Maričić, M., Živojinović, T., Živanović, M, Petrović, M. & Jeremić, V. (2024). Investigating the relationship between environmental consciousness and sharing economy attitudes among youth in Serbia. Applied ecology and environmental research, 22(6), 5819-5844. Link

The Power of Sharing in Disaster Management: Insights from a Bibliometric Review

For all of history, mankind built their cities in disaster-prone areas – the foothills of volcanoes with their fertile ground, the deltas of rivers that provided transport and fishing possibilities, but also earthquakes and floods. With changing weather patterns and climate change, natural disasters will only be more frequent and severe than they have ever been before. When disaster strikes, all people are one, no matter the economic or educational background, and no matter the state borders. In these times, the sharing economy must play a significant role in providing disaster relief and helping survivors. In this paper, a bibliometric analysis is conducted with the aim of exploring the evolving landscape of the sharing economy’s role in disaster management. The authors of the study conducted a review of the literature throughout time to pinpoint important themes, trends, and research gaps. The objective was to furnish a comprehensive synopsis of the existing theoretical and empirical understanding in researched field. This was accomplished through descriptive qualitative investigation of Web of Science-WoS database documents.

Radaković, J.A., & Petrović, N. (2024, May 10-11). The Power of Sharing in Disaster Management: Insights from a Bibliometric Review. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 163-167. Link

Backer Profiling: What Drives Engagement in Crowdfunding?

Crowdfunding represents a contemporary paradigm in project financing, wherein capital is sourced from a multitude of individuals, termed backers, via online platforms. Given the pivotal role of fundraising in project outcomes, comprehending backer attitudes assumes paramount significance. This study endeavours to delineate distinct backer profiles predicated on the underlying motives guiding their engagement in crowdfunding. To achieve this objective, empirical data was acquired through a structured questionnaire and subsequent analysis employing fuzzy-set qualitative comparative analysis (fsQCA) was undertaken. The findings of this investigation furnish insights into the heterogeneous nature of backer motivations, thus enabling the formulation of targeted recommendations for campaign creators aimed at effectively engaging diverse backer profiles.

Uskoković, V., Živanović, M., Ribić, M., & Jugović, J. (2024, May 10-11). Backer Profiling: What Drives Engagement in Crowdfunding? In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 122-126. Link

Unveiling Crucial Factors Shaping Ridesharing Usage Intention: Insights from Serbia

The aim of our paper is to reveal crucial factors related to the intention towards adoption of ridesharing service. To determine the importance of the factors we employ machine learning technique. Employing a survey methodology and a total of 325 questions, we gathered data from students at the University of Belgrade – Faculty of Organizational Sciences. We then analysed responses using a Random Forest Classifier to predict ridesharing service usage intention. Our findings reveal that social influences, including word-of-mouth and perceived enjoyment, are paramount in shaping intentions to use ridesharing services. Negative perceptions about the complexity and safety of ridesharing also emerged as influential. Since our research was focused on first-time users of ridesharing concept the findings can be of great importance for the emerging sharing mobility providers. Outlined top preferences can dictate market operators’ penetration strategies that should be adjusted based on the potential consumers’ perceptions and motives.

Živojinović, T., Zornić, N., Petrović, M., & Marković, A. (2024, May 10-11). Unveiling Crucial Factors Shaping Ridesharing Usage Intention: Insights from Serbia. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 112-116. Link.

Airbnb in Academic Focus: A Bibliometric Analysis of Research Trends and Author Productivity

This paper presents a comprehensive bibliometric analysis of the academic discourse surrounding Airbnb, a leading figure in the sharing economy, focusing on author productivity and the evolution of research themes from 2010 to 2023. Utilizing data extracted from the Web of Science platform, we systematically review 2,023 scholarly articles to map out the trajectory of Airbnb research. Our findings reveal a noticeable growth in publications, reflecting Airbnb’s expanding influence on global accommodation practices, local communities, and the broader hospitality industry. The analysis highlights key areas of scholarly interest, including Airbnb’s disruptive innovation, its economic and social impacts, and the crucial role of trust and reputation in peer-to-peer transactions. This paper not only chronicles the rise of Airbnb within academic literature but also underscores the multidisciplinary interest it has sparked, paving the way for future research into its continuing evolution and broader implications within the sharing economy.

Jovanović, V., Zornić, N., & Marković, A. (2024, May 10-11). Airbnb in Academic Focus: A Bibliometric Analysis of Research Trends and Author Productivity. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 101-105. Link

Serbian Gen Z and the Gig Economy: Unveiling Perceptions and Motivational Factors

This study investigates the engagement of Serbian Generation Z individuals in the gig economy, focusing on perceptions and motivational factors. Through an examination of existing gig economy platforms in Serbia, as well as a survey conducted among University of Belgrade students, the research explores student participation in the gig economy. Findings reveal that a smaller percentage of surveyed students participate in platform work (only 6.8%) and that females dominate this group. Factors such as financial support for tuition fees are associated with increased participation. Students offering skills via platforms primarily engage in tasks such as online classes and social media management, with average hourly rates of around 16 EUR. The study suggests the need for educational initiatives to raise awareness among young individuals and highlights the importance of further research to generalize findings and understand workforce segmentation within the gig economy.

Drinjak, N., Živković, D., Ignjatović, M., & Komazec, S. (2024, May 10-11). Serbian Gen Z and the Gig Economy: Unveiling Perceptions and Motivational Factors. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 96-100. Link

Preferences of Gen Z towards using sharing economy platforms in the fashion industry: Evidence from Serbia

The sharing economy presents a modern and more sustainable way of sharing resources, products and services between individuals, enabling the reduction of waste and sustainable consumption. To this day, sharing platforms in different industries, such as tourism, transport, finance and education, have been developed. This paper focuses on the sharing platforms in the fashion industry and the acceptance of their usage. To answer the raised question quantitative study was conducted among the young population (Gen Z) in the Republic of Serbia. The main objective of the paper is to show the level of awareness and willingness of Serbian Gen Z to use a platform for clothes, shoes and accessories sharing. To assess their acceptance of sharing platforms in the fashion industry we used the UTAUT model.

Rajković, T., Maričić, M., Nikolić, D., & Lečić-Cvetković, D. (2024, May 10-11). Preferences of Gen Z Towards Using Sharing Economy Platforms in the Fashion Industry: Evidence from Serbia. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 21-25. Link

Segmentation of ride-sharing consumers: The case of BlaBlaCar users from the Republic of Serbia

Shared mobility can be defined as transportation services and systems that allow individuals to access and use vehicles or means of transportation on a shared basis rather than owning them. Forms of shared mobility encompass ride-sharing, carpooling, bike-sharing, car-sharing, and others. The question that tackles practitioners in the field is how users of these services can be segmented. Therefore, this study aims to segment Serbian users of a ride-sharing platform, BlaBlaCar. The data utilised in the paper was collected through an empirical study conducted from May to December 2023. Employing the k-means clustering algorithm, the resulting segments provide insights into the differences in behaviour, experience, and satisfaction with the BlaBlaCar platform and service among users. This research serves as a potential catalyst for further exploration of segmentation analysis in the fields of sharing economy and shared mobility.

Golubović, T., Maričić, M., & Drinjak, N. (2024, May 10-11). Segmentation of ride-sharing consumers: The case of BlaBlaCar users from the Republic of Serbia. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 16-20. Link

Sharing Economy Index: How Can it Be Altered?

Sharing economy is defined as a business model in which individuals (providers) share an unused resource with others (consumers) for a predefined period and price via online platform. Since the model first emerged in the 2000s, it quickly spread in industries such as transport, tourism, apparel, working space, and others. With it, the need of decision-makers and practitioners for a metric and ranking system, emerged. To this day, several metrics have been devised. The composite index which is the focus of this study is the Sharing Economy Index (SEI) 2023, published by Consumer Choice Center. The interest of the paper is to observe and scrutinise the current weighting scheme of the index by applying the statistical multivariate analysis Ivanovic distance (I-distance) and Composite I-distance Indicator (CIDI) methodology. The results show that the SEI structure should be in four pillars, with the most importance awarded to E-Scooters indicator. This paper attempts to draw attention to the field of composite indicators in the field of sharing economy and their methodological aspects.

Maričić, M., Uskoković, V., Drinjak, N., & Panzaru, E. (2024, May 10-11). Sharing Economy Index: How Can it Be Altered? In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 11-15. Link

Exploring Guest Preferences: A Focus Group Study on Airbnb Accommodation Attributes

This research paper examines the hospitality industry, which was significantly transformed by the sharing economy, focusing on peer-to-peer accommodation platforms like Airbnb. Through a study involving a focus group of 13 students, we aim to determine the hierarchy of accommodation attributes valued by guests in this new era of travel. The paper meticulously analyzes 14 potential attributes, ranging from the type of accommodation to host communication, and evaluates their relevance based on guest preferences. Our findings highlight that the type of accommodation, cleanliness, location, and overall rating emerge as principal considerations for guests, shedding light on the nuanced expectations within peer-to-peer accommodation. This study contributes to a deeper understanding of consumer priorities in the sharing economy and provides strategic insights for hosts and platforms striving to enhance guest satisfaction and competitive advantage.

Ignjatović, M., Bojković, N., Zornić, N. & Kuč, V. (2024, May 10-11). Exploring Guest Preferences: A Focus Group Study on Airbnb Accommodation Attributes. In M. Maričić, V. Jeremić & N. Zornić. (Eds.), Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice, IC-SHARE 2024, Belgrade, Serbia, 1-5. Link

Layoffs in the shared mobility industry: Trend analysis

The sharing economy is a novel business model which allows individuals to share assets with others via platform for a predefined price and period. The sharing economy has profoundly impacted the business environment, transforming traditional industries and creating new opportunities. Just some of the changes in the business environment due to the sharing economy are improved asset utilisation and efficiency, focus on access over ownership., development of new business models, as well as globalisation of services. Although these changes are mostly positive and the business model of the sharing economy is promising, this industry is not resilient to layoffs. This paper conducts a trend analysis of layoffs within the sharing mobility sector in the period 2020-2023, exploring the dynamics and implications of workforce reductions in this evolving sector. Secondary data available from the layoffs.fyi website will be used in the study. The conducted analysis will assess the magnitude and patterns of job losses and examine the broader impact on the shared mobility workforce. Research findings could contribute to a better understanding of the industry’s employment landscape.

Maričić, M., Drinjak, N., & Komazec, S. (2024). Layoffs in the shared mobility industry: Trend analysis. Book of abstracts 20th International Conference on Operational Research, Edited by: Šestanović, T. & Škrabić Perić B., 09-2024, 28-28. Link

Navigating urban mobility: Clustering European cities based on shared vehicle systems complexity

The evolution of sharing economy and sustainability-focused models, driven by digital innovation, has prompted extensive research to dissect their essential components. Consequently, shared vehicle systems (SVS) and business models promote efficient and sustainable urban mobility by providing collaborative and accessible transportation solutions. This study aims to segment 173 European cities based on the number of bikes, cars, scooters and mopeds available to share via platforms, alongside population and area coverage metrics. The results should indicate which cities lead the way and the available shared vehicle portfolio in the leading ones. As a segmentation algorithm, K-means was chosen. Three clusters emerged: townies comprises 151 smnaller cities with abundant cars, solaris occupies solely Paris whose scores are the leading ones, while capitalis includes 21 larger cities excelling in the number of scooters. Significant disparities between clusters underscore the need for sustainable urban mobility strategies. The results unravel distinctness among SVS in European ities, providing valuable insights for future developments in urban mobility transformations.

Uskoković, V., Drinjak, N., & Jeremić, V. (2024). Navigating urban mobility: Clustering European cities based on shared vehicle systems complexity. Book of abstracts 20th International Conference on Operational Research, Edited by: Šestanović, T. & Škrabić Perić B., 09-2024, 27-27. Link

Clustering Consumer Profiles in Peer-To-Peer Travel Accommodation

The sharing economy has significantly transformed the tourism landscape, introducing peer-to-peer accommodation platforms that have reshaped market dynamics and consumer behaviors. This study analyzes the socio-economic impact of these platforms on tourism. Employing a dataset from a survey of 344 respondents, we conducted a cluster analysis to identify distinct user profiles and their preferences. The analysis reveals two primary user clusters: ‘Experienced Sharers’ and ‘Guided Novices’, differentiated by their familiarity with and usage of sharing platforms. Key factors influencing user choices include personal experience, knowledge of shared accommodations, and socio-economic indicators such as city size and monthly income. Our findings underscore the dual impact of peer-to-peer accommodation: while it offers economic opportunities and diverse choices for consumers, it also presents challenges in terms of privacy concerns and the quality of service.

Jovanović, V., Zornić, N., & Marković, A. (2024). Clustering Consumer Profiles in Peer-To-Peer Travel Accommodation. Proceedings of the XIX International symposium SymOrg 2024 – Unlocking the hidden potentials of organization through merging of humans and digitals, June 12-15, Zlatibor, Serbia. ISBN 978-86-7680-464-1, COBISS.SR-ID 148644617, pp 273-278. Link

Unlocking the wheels of change: Perceptions and participation of Serbian Gen Z in ride-sharing

As global urban mobility undergoes significant transformations, a profound understanding of the attitudes and behavioural inclinations of the youngest demographic cohort toward shared transportation has become paramount. The complexities surrounding the motives driving participation in ride-sharing services have posed a formidable challenge to researchers, yielding a corpus of literature marked by heterogeneous and inconclusive findings. Consequently, a notable scholarly imperative exists to determine the underlying factors shaping engagement in ride-sharing, particularly among the Generation Z population. In this study, we explored the behaviour of Gen Z in a developing country, the Republic of Serbia, concerning their proclivity towards shared transportation modalities, with a focus on ride-sharing services. Central to this investigation is the delineation of socio-demographic factors that exert discernible influences upon Generation Z’s decision-making processes regarding adopting or abstaining from shared transportation practices, alongside a nuanced exploration of their cognitive schema and perceptual frameworks pertinent to the shared mobility paradigm. To answer the questions raised, a survey was devised and administered among students at the University of Belgrade, Faculty of Organizational Sciences, Belgrade, Serbia.

Maričić, M., Jeremić, V., Ribić, M., & Uskoković, V. (2024). Unlocking the wheels of change: Perceptions and participation of Serbian Gen Z in ride-sharing. The 9th International Workshop on the Sharing Economy (IWSE) – The Faces of Innovation in the Sharing Economy, September 16-17, Bradford, UK. Link

Airbnb Adoption among Students: Insights from Serbia

This research was conducted to investigate the adoption rates and intents towards Airbnb platform among students in Serbia. A total of 201 students and millennials participated in the research. Findings show that only 59.6% used the services of this platform, mostly 1-2 times, predominantly for international travel. The main reasons include lower price. Respondents believed the accommodation’s location and surroundings could threaten their safety, but not their hosts. Students mostly find using the platform fun and modern and are willing to recommend it further. In assessing students’ future Airbnb involvement, we investigated how location, host, and accommodation safety, along with extra costs, lower quality, and complaints, influenced participation. Unexpectedly, location insecurity positively impacts future platform usage, while poor accommodation safety predictably diminishes it. Our findings highlight the growing popularity of Airbnb among Serbian students for international leisure travel, yet safety and privacy concerns remain. Despite this, most respondents enjoy using Airbnb and intend to continue.

Antić, T., Ignjatović, M., & Uskoković, V. (2024). Airbnb Adoption among Students: Insights from Serbia. Proceedings of the XIX International symposium SymOrg 2024 – Unlocking the hidden potentials of organization through merging of humans and digitals, June 12-15, Zlatibor, Serbia. ISBN 978-86-7680-464-1, COBISS.SR-ID 148644617, pp 324-329. Link

Time series analysis of shared mobility services usage

The sharing economy refers to an economic system where individuals or entities share resources, assets, or services directly with others, facilitated by an online platform. The asset which is “shared” in the sharing economy and which attracts the attention of various stakeholders is mobility. Shared mobility services, encompassing various modes such as ride-sharing, bike-sharing, scooter-sharing, and carpooling, have emerged as pivotal components of urban transportation systems worldwide. As the shared mobility market is expanding in both developed and developing countries, it is of interest to analyse and predict the usage of shared mobility vehicles. As a case study, we will use ARIMA time series modelling to model the shared scooter usage in Bern, Switzerland. Our study provides insights into the temporal dynamics of shared mobility services, offering valuable implications for urban transportation policy, planning, and management.

Drinjak, N., & Maričić, M. (2024). Time series analysis of shared mobility services usage. Proceedings of the XIX International symposium SymOrg 2024 – Unlocking the hidden potentials of organization through merging of humans and digitals, June 12-15, Zlatibor, Serbia. ISBN 978-86-7680-464-1, COBISS.SR-ID 148644617, pp 285-290. Link

Confluence of open innovation and sharing economy: lessons learned and roadmap for future research

In a world where massive waste generation is one of the most prominent environmental concerns, the current theory and practise of the linear economy cannot provide any more solutions in the context of development that can ensure the necessary sustainability. Restoring equilibrium in the relationship between humans and the environment requires an in-depth unedrstanding and respect of all the processes and inhabitants of planet Earth, as well as all its ecosystems and present habitats. One method is to mimic the circular flows that have ruled nature since its beginnings and reproduce them in the economy. For these reasons, numerous researchers and scientists have concentrated their works and studies on the circular economy. The bibliometric analysis of the literature in this field reveals significant research efforts and shifts, and which are crucial to be used in the economic practises of societies around the globe.

Uskoković, V., Damnjanović, V., Maričić, M., & Jeremić, V. (2024). Confluence of open innovation and sharing economy: lessons learned and roadmap for future research. Proceedings of the R&D Management 2024 – Transforming industries through technology, June 17-19, Stockholm, Sweden. Link

Mapping the circular economy landscape: a bibliometric odyssey

Petrovic, N., Martins, F. P., Jovovic, A. (2023). Mapping the circular economy landscape: a bibliometric odyssey. Proceedings of the XIV Conference of Business and Science SPIN’23 – DIGITAL AND GREEN ECONOMY DEVELOPMENT, November 6-7, Belgrade, Serbia, pp 125-133. Link

Exploring user expriences of ride-sharing in the Republic of Serbia

In the era of digital transformation and growing sharing economy models, this study aims to examine user experiences of ride-sharing services in the Republic of Serbia. Utilizing empirical research, the paper explores how users perceive and evaluate these services, identifying the main benefits and challenges they encounter. The conducted research focuses on understanding key factors influencing user decisions to use shared transportation, including aspects such as price, availability, comfort, safety, and environmental factors. The results of this study provide valuable insights into consumer behavior and trends in the field of ride-sharing and shared mobility, as well as guidelines for future strategic planning in this area.

Golubovic, T., Maricic, M., & Jeremic, V. (2023). Exploring user expriences of ride-sharing in the Republic of Serbia. Proceedings of the XIV Conference of Business and Science SPIN’23 – DIGITAL AND GREEN ECONOMY DEVELOPMENT, November 6-7, Belgrade, Serbia, pp 590-598. Link

Modeling usage rate of shared accommodation using econometric methods

Sharing economy is a contemporary business model that allows individuals to rent a certain product or service for a predefined period of time, under certain conditions and at an appropriate price via online platforms. One of the forms of sharing economy that is attracting the attention of both the public and decision makers is shared accommodation. The case study conducted in this paper examines how economic, social and behavioural factors influence the rate of shared accommodation usage in different countries using econometric modelling. The study was conducted at the European level based on data from 2019. The results show that the rate of use of shared accommodation is significantly influenced by gross domestic product per capita, as well as participation in online shopping. It can be concluded that in countries in which the population is used to buying through online platforms and has higher income is more prone to participating in the shared accommodation concept.

Drinjak, N., Maricic, M., & Ignjatovic, M. (2023). Modeling usage rate of shared accommodation using econometric methods. Proceedings of the XIV Conference of Business and Science SPIN’23 – DIGITAL AND GREEN ECONOMY DEVELOPMENT, November 6-7, Belgrade, Serbia, pp 564-571. Link

Backers – personal branding or material benefit?

Crowdfunding, as a special segment of the sharing economy, is a relatively young phenomenon. The researchers’ attention is particularly drawn to the examination of factors that motivate backers to offer funds through a certain digital platform to those who need them, in order to finance a certain project. The aim of this paper is to analyze and test the differences between two broadly defined groups of motives: the motive for creating personal branding and the motive for gaining material benefits, both at the level of the entire sample, as well as at the level of narrower categories defined for different socio-economic groups of respondents. In order to achieve that goal, a survey was conducted. The results of the conducted analysis indicate that, at the level of the entire cause, as well as at the level of a larger number of narrower categories, there is a statistically significant difference in the motives for participation in group financing, in the sense that (potential) backers are dominantly motivated by achieving a certain form of material benefit compared to building personal branding.

Živanović, M., Janjić, J., Ribić, M., & Uskoković, V. (2023). Backers – personal branding or material benefit? Marketing, 54(3), 189-196. Link

Shared mobility in Europe: a cluster analysis approach

As the sharing economy develops rapidly, a comprehensive overview of the situation on the European shared mobility scene is becoming increasingly necessary. This paper analyzes the state of shared mobility in European countries and observes how European countries can be segmented based on the populations’ participation in the economy of shared mobility. We observed 12 indicators of shared mobility in 26 countries of the European Union, for which the data were available. We used the K-means algorithm of cluster analysis. The results show that the highest percentage of shared mobility users belongs to the group of educated and young people aged between 16 and 35. In addition, three segments of European countries were obtained using cluster analysis. Cluster analysis reveals apparent differences in the use of shared mobility websites and applications, as well as differences in education income among segments. Additionally, the results indicate that the geographical position of the country does not affect the placement within the cluster, as the second and the third cluster contain countries from different parts of Europe. The results of our analyses can be helpful in decision-making and allocating marketing and transportation resources to specific target markets, as well as for development of market-entry strategies in specific markets.

Jovanović, M., Ignjatović, M., & Jeremić, V. (2023). Shared mobility in Europe: a cluster analysis approach. Marketing, 54(4), 235-242. Link

Shared mobility in Europe: a cluster analysis approach

Jovanović, M., Ignjatović, M., & Jeremić, V. (2023). Shared mobility in Europe: a cluster analysis approach. Proceedings of the 4th National Conference of the Serbian Marketing Association – Marketing Challenges and Perspectives Serbian Marketing Association – SeMA, November 3-5, Zlatibor, Serbia, pp 83-91. Link

Impact of online information and reviews on participation in the collaborative economy: the example of carpooling

Taking into account that the basis of the collaborative economy is to enable a direct connection between users and providers through the platform, the issue of trust is the “currency” of this concept. There are numerous digital indicators that contribute to building trust among participants in the sharing economy. For the purposes of this paper, a group of factors that contribute to the creation of interpersonal trust through information and electronic informal communication (electronic Word‐Of‐Mouth, eWOM) were studied. The aim of the paper is to determine the existence of differences in the creation of interpersonal trust among users of the collaborative economy (on the example of the BlaBlaCar platform) and among those who are not, as well as identifying the components that especially (do not) contribute to building that trust. By surveying 120 responden,ts it was observed that only those individuals who have experience in carpooling recognize the role and importance of the platform and all the information they find on it, i,.e. that to individuals who are not users of the platform, user reviews and ratings do not mean much, but they place their trust in people they know and they are not close to the idea of trusting the technological system.

Živojinović, T., Bojkovic, N., Petrovic, M., & Janjić, J. (2023). Impact of online information and reviews on participation in the collaborative economy: the example of carpooling. Proceedings of the 4th National Conference of the Serbian Marketing Association – Marketing Challenges and Perspectives Serbian Marketing Association – SeMA, November 3-5, Zlatibor, Serbia, pp 92-99. Link

Backers – personal branding or material benefit?

Živanović, M., Janjić, J., Ribić, M., & Uskoković, V. (2023). Backers – personal branding or material benefit? Proceedings of the 4th National Conference of the Serbian Marketing Association – Marketing Challenges and Perspectives Serbian Marketing Association – SeMA, November 3-5, Zlatibor, Serbia, pp 110-117. Link

Analysis of perception and motives of participants on the sharing economy market in Serbia

The sharing economy, as a new economic-social model that promotes temporary access to limited resources without transferring ownership, carries numerous unknowns and controversies. The aim of this paper is to examine the perception and motives of key stakeholders in the sharing economy in Serbia. An exploratory research targeting service providers and users in the sharing economy market was conducted. Qualitative research, based on expert interviews, was applied to a sample of sharing economy service providers, while quantitative research, conducted through an online survey, focused on sharing economy service users. The results indicate that both providers and users of the sharing economy in Serbia are generally satisfied with their experience in the sharing economy, particularly with the functioning of platforms, accuracy and timeliness of service delivery, affordable prices, and provider friendliness. Although there is an agreement that the concept will continue to develop, the current moderate level of participation in the sharing economy is likely to remain similar. Insufficient satisfaction with promotional activities is considered the main limitation of the sharing economy development. Economic motives, such as earnings and cost savings, prevail among both groups of respondents. Although sharing inherently has a social component, social and environmental motives are significantly less present in Serbia, especially when compared to EU countries.

Krstić, N., Veljković, S., & Kuc, V. (2023). Analysis of perception and motives of participants on the sharing economy market in Serbia. Proceedings of the 4th National Conference of the Serbian Marketing Association – Marketing Challenges and Perspectives Serbian Marketing Association – SeMA, November 3-5, Zlatibor, Serbia, pp 100-109. Link

Detecting factors which impact the participation of youth in sharing economy practices in Serbia

The sharing economy is considered a contemporary business model that enables the sharing of products and services between individuals through an online platform for a certain period of time, under certain conditions and at an agreed price. Since the concept was first defined in 2010, the interest of individuals, decision-makers and researchers in the field has grown visibly. One of the basic questions that emerges is what are the factors that influence the participation of an individual in the sharing economy, as well as what can be done and in what way to involve as many individuals as possible in this concept. This research aims to analyse the impact of socio-demographic factors on the participation of youth in the sharing economy, as well as to look at the differences in the perception of the whole concept depending on the previous experience with the sharing economy. The results indicate that older respondents and those with higher amounts of money they spend independently participate more in the sharing economy. Also, it was shown that those who participated in the sharing economy are aware that there is a lack of insurance for people and goods in this model, and that they believe that the possibility of misuse of personal data is minimal. The obtained results can be used to create campaigns which aim at raising awareness about the possibilities and benefits of participating in the sharing economy.

Maričić, M., Drinjak, N., & Popović, A. (2023). Detecting factors which impact the participation of youth in sharing economy practices in Serbia. Proceedings of the 4th National Conference of the Serbian Marketing Association – Marketing Challenges and Perspectives Serbian Marketing Association – SeMA, November 3-5, Zlatibor, Serbia, pp 74-82. Link

Shared accommodation in Europe: consumer behaviour analysis

Sharing economy is described as an economic model in which individuals and groups share goods and resources for a defined period for a predefined price. To better understand the mechanisms of sharing economy business models, it is important not only to observe the platforms which allow the interactions between individuals offering assets (providers) and individuals in search for goods (users), whereas to explore the behaviour of participants in the sharing economy business model. In our research, we will focus on the behaviour of the users of a particular form of sharing economy, of shared accommodation. Our research explores did and how the behaviour of consumers changed in the last couple of years and there are some differences in the behaviour of consumers based on their income level and residence regarding the usage of shared accommodation.

Maricic, M., Popovic, A., Cvetic, K., & Ignjatovic, M. (2023). Shared accommodation in Europe: consumer behaviour analysis. Proceedings of the 17th International Symposium on Operations Research in Slovenia, September 20-23, Bled, Slovenia, pp. 255-258. Link

Time series analysis of Airbnb house rentals price in the Balkan region

Shared accommodation is one of the most recognizable business models of sharing economy. Shared accommodation enables residents to temporarily rent out their properties to others through online platforms for a predetermined price and for a defined period of time. One of the factors which impact the success of the business model is the daily rental price. The research question we raise in this study is related to daily housing rentals price prediction of Airbnb properties. In our case study, we used ARIMA modelling to model and predict housing rentals prices of the properties listed on the Airbnb platform in Ljubljana, Slovenia and Zagreb, Croatia

Maricic, M., Cvetic., K., Ignjatovic. M., & Jeremic, V. (2023). Time series analysis of Airbnb house rentals price in the Balkan region. Proceedings of the 17th International Symposium on Operations Research in Slovenia, September 20-23, Bled, Slovenia, pp. 251-254. Link

Detecting trending topics captivating circular economy: a bibliometric-based approach

Circular economy is a modern and innovative business model based on the regenerative utilisation of outputs from one process as inputs to another. Since it has many practical implementations, a few distinguished terms essentially mean the same – sharing resources is novel value creation. This paper aims to examine the trend topics corresponding to a circular economy in scientific production. Supported by the available R Studio Bibliometrix package for bibliometric analysis, the study’s results, based on publications from three different groups of countries, suggest that a few distinguished terms are the most frequently used in all publications observed. Moreover, the study concludes that the three groups’ immense difference in scientific contribution is notable.

Uskokovic, V., Zdravkovic, S., Komazec, S., & Jeremic, V. (2023). Detecting trending topics captivating circular economy: A bibliometric-based approach Proceedings of the 17th International Symposium on Operations Research in Slovenia, September 20-23, Bled, Slovenia, pp. 259-262. Link

Collaborative Economy Index: a quest for robust and impartial composite
indicator of collaborative economy

Collaborative, platform, sharing. All of these terms try po encapsulate similar phenomenon: collaborative consumption that pertains to non-traditional consumption patterns where individuals utilize goods and services sourced from other individuals on the Internet, rather than from the market. Similar are the challenges that researchers and policy makers are faced with when trying to capsulate collaborative economy performance of certain entity (such as region or country). The process of integrating various indicators into one single value is often based on the composite indicators approach. A range of issues are raised throughout the process of composite index creation, with the choice of indicators and weighting scheme being the ones most frequently cited in the literature. Our paper will add to the growing body of papers on the topic of collaborative economy indexes and address the key slippery slopes of the process.

Bojković, N., Espelt, R., & Jeremić, V. (2023). Collaborative Economy Index: a quest for robust and impartial composite indicator of collaborative economy. 64th ISI World Statistics Congress. July 16-20, Ottawa, Canada. Link

Benchmarking the Circular Economy Index: methodological challenges and
practical implications

Circular Economy represents a topic of great concern, both for policy makers and academia, but above all for citizens. The challenge that academia and policy makers face when communicating the topic of circular economy to wider audience is scaling down several individual indicators into one synthesized value. This is often performed using the composite index approach. Still, for a considerable amount of time, researchers have been grappling with methodological challenges related to the development and evaluation of composite indexes of circular economy. These challenges include choosing appropriate indicators, determining an effective weighting scheme, accounting for substitutability among indicators, and more. Despite these challenges, the advantages of using a composite index have consistently outweighed the potential drawbacks, prompting researchers to strive for a methodologically sound index that can be applied and communicated effectively to a wider audience. In our paper, we will provide an overview of the methodological challenges and practical implications related to the benchmarking the Circular Economy Index, with particular emphasis on the raising robustness of the indexes and minimizing the impact of methodological inconsistencies on the interpretability and generalizability of composite index results.

Uskoković, V., Petrović, M. & Sznyk, A. (2023). Benchmarking the Circular Economy Index: methodological challenges and practical implications. 64th ISI World Statistics Congress. July 16-20, Ottawa, Canada. Link

The role of the sharing economy in achieving sustainability and sustainable development goals

All over the world, ecology and environmental protection are increasingly accepted as a necessity. Also, the awareness of the participation of human civilization in the degradation of nature, which imposes new types of development with prominent ecological values, is growing stronger. Consequently, the increasing attention of academia, researchers and economists began to focus on the concept of sustainability. The concept or paradigm of sustainability represents an idea, process or strategy related to overcoming the existing situation that is reflected in environmental, social and economic crises. For these reasons, sustainability is directly related to sustainable development and its three dimensions: environmental, social and economic. Therefore, it is crucial to introduce the sharing economy into these topics, bearing in mind that the issue of sustainable development is of particular importance in the intensive development of the theory of the sharing economy, and that the relationship between these two phenomena requires further research. For these reasons, the aim of the paper is to explore the links between the sharing economy and sustainability, as well as the impacts that the sharing economy has on achieving the goals of sustainable development.

Petrović, N., Jeremic, V., & Ćirović, M. (2023). The role of the sharing economy in achieving sustainability and sustainable development goals. In B. Stošić, S., Lazarević and M. Kostić Stanković (Eds.) Sustainable Business Management: Innovation, Software and Communications. Belgrade, pp 2-29.

Digital Business system of sharing economy: How can European countries be segmented?

Sharing economy, sometimes called collaborative consumption, is a concept, business model, and market in which individuals offer or rent their own assets which are not in use. Different types of sharing economy emerged from shared accommodation to sharing fashion items. No matter what is shared, the agreement on what is shared and under what circumstances is usually made via a website or platform within a digital ecosystem. The research question is how European countries can be segmented based on users’ shared accommodation characteristics.

Maričić, M., Uskoković, V., & Jeremić, V. (2023). Digital Business system of sharing economy: How can European countries be segmented? Proceedings of International conference on E-business technologies (EBT), E-Business Technologies Conference Proceedings, 3(1), 9-14. June 15-17 , Belgrade, Serbia. Link

Models for supporting development of mobility in line with the sharing economy concept

The research subject of this doctoral dissertation are the concepts of ride sharing and vehicle sharing, with an emphasis on exploring the possibility of economical use of a passenger car through carsharing and carpooling services. Given that these mobility options, as well as sharing economy in general, are driven primarily by users themselves, the aim of the dissertation is to develop decision support models for broad implementation of shared mobility, by researching user requirements, attitudes and levels of trust.

Parezanović, T. (2019). Models for supporting development of mobility in line with the sharing economy concept. Doctoral thesis. University of Belgrade – Faculty of Transport and Traffic Engineering. Link

Anticipating the impact of sharing economy drivers on consumer intention for using a sharing economy service

This paper explores main drivers that influence consumers’ decision related to the usage of a sharing economy service: trust, interaction, and experience. These three driving forces are put together in the functional form in order to explore its synergy influence on potential consumers’ interest in SES. The theoretical contribution of the paper is reflected in the design of the original simulation model for predicting the number of potential sharing economy users. Our findings and qualitative cluster analysis provide an insight into the behaviour of sharing economy customers which might help sharing economy providers to thoroughly analyse target users in order to meet their preferences. The proposed approach is tested through a small-scale experiment for the peer-to-peer carsharing service.

Živojinović, T., Zornić, N. (2022). Anticipating the impact of sharing economy drivers on consumer intention for using a sharing economy service. Journal of East European Management Studies, 27 (2), pp. 233-258, doi:10.5771/0949-6181-2022-2-233, ISSN print: 0949-6181 ISSN online: 0949-6181. Link

Preferences for car sharing service attributes among university students: Evidence from an emerging market

As the name of the model suggests, the model analyzes the application of the car-sharing concept in new markets. To record the key preferences of users regarding these services, the authors of this study conducted extensive research on a suitable sample of students at the University of Belgrade. The study results identify two main clusters of users: those whose participation in car-sharing largely depends on purchase costs and those for whom price and other service attributes are equally important. Such results can be helpful to providers of these services in markets where this service is still in its infancy.

Bojković, N., Jeremić, V., Petrović, M., Tica. S. (2019). Preferences for car sharing service attributes among university students: Evidence from an emerging market. Journal of East European Management Studies, 24 (4), pp. 636-653, doi:10.5771/0949-6181-2019-4-636, ISSN print: 0949-6181, ISSN online: 0949-6181. Link

Model for mapping measures for carpooling among employees

The model for evaluating measures that would promote the wider implementation of the carpooling subsystem starts with employees’ basic requirements and motives related to participation in shared commuting to/from work (so-called company carpooling). Based on them, suitable incentive actions of the company are chosen and evaluated. Within this model, a special procedure has been developed to determine the cumulative impact of each individual action of the company on the stated requirements of its employees. As a result, the company’s management can, in accordance with the available resources, identify those actions that can attract the largest number of company carpooling users. The practical application of the proposed methodology is illustrated using the example of a transportation company in Belgrade.

Parezanović, T., Petrović, M., Bojković, N., & Pamučar, D. (2019). One approach to evaluate the influence of engineering characteristics in QFD method. European Journal of Industrial Engineering, 13(3), pp. 299-331, doi:10.1504/EJIE.2019.100013, Print ISSN: 1751-5254, Online ISSN: 1751-5262. Link

The Sharing Economy and sustainable urban transport development

The paper provides an overview of the impact of different forms of mobility sharing on the sustainable development of cities, as well as their complementarity with public passenger transport systems. Also, the paper raises the question of to what extent passenger car-sharing systems can be a substitute for owning them.

Bojković N. (2018). Shared mobility for sustainable urban development, International Journal of Transportation Systems, Vol. 3, pp. 11-16, ISSN: 2534-8876, Presented as the Plenary Lecture at the International Conference – Energy, Environment, Ecosystems and Sustainable Development, EESD 2018., January 19-21, Budapest, Hungary. Link

Digitization and the labour market: a gender perspective

The central topics of this paper are digital skills, digitization and automation of jobs, and work on digital platforms. Given that the backbone of all sharing economy models are digitally coordinated activities, the importance of this work is multiple. In addition to terminological clarifications, this paper analyses official thematic reports on digitization in Serbia and the European Union. An interesting fact is that, according to the mentioned sources, Serbia is among the leading countries regarding the number of online workers worldwide.

Petrović, M. & Petrović, D. (2021). XXXIX Symposium on new technologies in postal and telecommunication traffic – PosTel 2021. November 30 and December 1, Belgrade, Serbia, 43-52. Link

Crowdsourced delivery: opportunities and challenges

Activating a potentially large number of people delivering goods with the participation of digital platforms that control supply and demand, known as crowdsourced delivery, is one of the responses to the growing demand for on-demand deliveries. The work analyzes the current status of this promising form of Sharing Economy in the field of shipment delivery, start-up business models and interactions with traditional delivery operators. Based on existing practice, the most critical implementation challenges were pointed out and analyzed, including building trust between participants, coordinating supply and demand, and the working status of delivery drivers.

Bojković, N., Petrović, M., & Živojinović, T. (2022). Crowdsourced delivery: opportunities and challenges. XL Symposium on New Technologies in Postal and Telecommunication Traffic – PosTel 2022. November 29-30, Belgrade, Serbia, ISBN: 978-86-7395-461-5, pp. 53-62. Link

Redesigning the composite index of sharing Economy: issues and perspectives

The Sharing Economy has significantly influenced changes in consumer behaviour and attitudes. Consequently, it altered business models and transactions, with many global organizations accommodating their business operations and algorithms according to the uprising demand for sharing economy services. Furthermore, many countries, regions and cities whose economic prosperity depends on the tourism industry are forced to adhere to such global trends strategically and on time. The objective of this study is to propose using a composite index methodology to evaluate the availability of countries’/cities’ sharing economy services. The evaluated LATAM Sharing Economy Index 2021 evaluates and ranks the 44 biggest cities in Latin America. The index consists of a few leading indicators describing the availability of crucial sharing economy services such as flat-sharing, e-scooters, car-sharing applications, gym-sharing, and ride-hailing services. The paper will shed additional light on the methodological challenges when building composite indexes for sharing Economy.

Uskoković, V., Čeh Časni, A., & Jeremić, V. (2022). Redesigning the composite index of sharing economy: issues and perspectives. KOI 2022 – 19th International Conference on Operational Research. September 28-30, Šibenik, Croatia, ISSN: 1849-5141, pp. 88.

Sharing Economy and sustainable development goals

Considering ecology and environmental protection are increasingly being accepted as a necessity worldwide, as well as emphasizing the awareness of human complicity in environmental degradation, which sets new types of development with prominent environmental values. “Consequently, the concept of sustainability has received enormous attention from scholars and economists attempting to provide practical solutions” (Rosário & Dias, 2022). The concept or paradigm of sustainability is an idea, process, or strategy related to overcoming current environmental, social, and economic crises (Borojević et al., 2017). Sustainability is directly related to sustainable development. Regarding sustainable development, it is important to note that it relies on three pillars: social, economic, and environmental. Hence, it is crucial to introduce sharing Economy in these topics, keeping in mind that “the issue of sustainable development has been of particular importance in the intensively developed theory of the sharing economy” (Lyaskovskaya & Khudyakova, 2021). This research aims to explore the connection between sharing Economy and sustainable development, as well as the impact of sharing Economy on the achievement of sustainable development goals.

Petrović, N., Jeremić, V., & Ćirović, M. (2022). Sharing Economy and sustainable development goals, SymOrg 2022, June 11-14, Belgrade. Sustainable business management and digital transformation: challenges and opportunities in the post-covid era. ISBN 978-86-7680-411-5, COBISS.SR-ID 68451849, pp. 120-122.

Sharing economy and cities: world experience and prospects for Serbia

Sharing economy has emerged as a solution to sustainability challenges faced by cities. Urbanization has led to increased pressure on city infrastructure and growing demand for short-term rental of accommodation, cars or professional services. Through digital platforms, each individual can have easy access to the facilities and services they need, as well as the possibility to make available their own unused resources. This enables activation of underutilized assets and leads cities and communities towards environmental effectiveness and inherent sustainability. However, sustainability potential of urban sharing and utilization pathways have not yet been fully understood and researched. From the perspective of building eco-friendly cities sharing economy is still a contested concept. Whether driven by economic or social reasons new digital technologies are revolutionizing the ways transport, housing, goods and other services are used and challenge urban planning processes, policy formulation and regulatory structures. How and to which extent urban sharing will support eco-shift depends on understanding new digital socio-economic models and cooperation amongst public authorities, platform operators and prosumers. Findings from the ongoing project on sharing economy in Serbia PANACEA reveal that, although slowly, sharing economy ideas are sprouting. Sharing economy platforms in Serbia are established mainly in cities, following the practice of successful global providers and transferring not only business models, but also the problems that these innovative systems face.

Petrović, M, (2023). Sharing economy and cities: world experience and prospects for Serbia, Invited lecture, Book of abstracts from International Conference “Eco-friendly built environment”, March 1-2, University of Belgrade – Faculty of Architecture, Belgrade, Serbia, p.13, ISBN 978-86-7924-326-3, COBISS.SR-ID – 109010185