European Researcher. Series A

2284-2294

Authors: Nedim Makarević, Secim Hikmet

Main objective of this research is to examine clients’ perceptions in Bosnia and Herzegovina towards IT security of e-banking, to diagnose problems and try to give proper solutions. Survey was prepared based on six variables and specific questions assigned to each variable. Response rate was good and 207 respondents were surveyed.Overall results suggested a slight agreement in general, and they indicated that when it comes to IT security of online banking, several factors including privacy, control and intangible features are highly important for clients of Bosnia and Herzegovina. Clients do not perceive tangible features as important as they actually are. Therefore, banks are those who need to give more effort when it comes to implementation of IT security in online banking. They definitely need to find more effective ways to inform and educate clients about IT security of using online service, and in that way create additional value.

2306-2315

Authors: Sanja Stojanov, Snežana Besermenji, Miroslav Vujičić, Vukica Majstorović, Rastislav Stojsavljević

Places of interest are the parts of the city that usually represent important historical events and which in that way mark the certain place. They were built for permanent preservation of the memories of significant events, people and places of national history (memorials). City of Nis is one of the oldest cities in Europe, as evidenced by a number of prehistoric sites and monuments in the city. Furthermore, it is recognized as the Nis traffc center of the Balkans as a geographical core of the Balkan Peninsula. The aim of this paper is to analyze the market appeal places of interest and memorial object in the city of Nis, and evaluate its potential and importance for the development of tourism. The paper used the analytical hierarchical method in order to evaluate the potential and importance of tourism in the area of Nis. Ten relevant criteria were proposed and were indicated for several of the most attractive places of interest and memorial object in city of Nis (Cegar Monument, Skull Tower, Bubanj Memorial Site) and were analysed by Analytic Hierarchy Process (AHP) which is one of the most popular tools in decision-making processes. Analyzing the sights it was found that Skull Tower has the highest market appeal, followed by Cegar Monument and the least market appeal has Bubanj Memorial Site.

2331-2340

Authors: Mersid Poturak, Nedim Kadrić

The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. It is unanimously accepted that celebrity endorsement can grant extraordinary characteristics to a product or service that may have lacked otherwise. The great number of celebrities endorsing brands has been increasing over the past decades. The purpose of this study is to examine perceptions of the student population in Bosnia and Herzegovina (hereafter named BiH) about the celebrity endorsement. Questionnaire is designed and used to survey a randomly selected sample of university students and 125 usable responses were obtained. During the research, five hypotheses have been tested. Data were analyzed by performing descriptive statistics and Chi-Square test. Chi-Square test was used to analyze relationship between nationality of respondents and factors that influence decision of choosing celebrity endorser by firm. Findings show that students perceive celebrities as a very important factor in advertisements.

2348-2354

Authors: Vardan G. Arutyunyan

The paper touches upon the principles of mental lexicon organization in the light of recent research in psycho- and neurolinguistics. As a focal point of discussion two main approaches to mental lexicon functioning are considered: modular or dual-system approach, developed within generativism and opposite single-system approach, representatives of which are the connectionists and supporters of network models. The paper is an endeavor towards advocating the viewpoint that mental lexicon is complex psychological organization based upon specific composition of neural network. In this regard, the paper further elaborates on the matter of storing text in human mental space and introduces a model of text extraction from long-term memory. Based upon data available, the author develops a methodology of modeling structures of knowledge representation in the systems of artificial intelligence.