The paper deals with the efficiency dynamics of the Croatian banking industry, covering the period from 2006 to 2015. We have implemented the intermediation approach, using interest and non-interest expenses and revenues as the input and output variables, respectively. The variable return to scale (BCC) Data Envelopment Analysis (DEA) output-oriented model has been implemented, and we have estimated the crisis-driven efficiency trends, as well as the impact of the EU membership. We further estimated the efficiency effects of the relative market power/size, ownership structure, and origin of capital. The global crisis had detrimental effects since the overall efficiency score dropped by about 3%. On the contrary, Croatian banks have largely benefited from the EU membership, and the efficiency score after the EU association increased by about 45%. The market leaders are more efficient than the competitive fringe, which is in line with the efficiency structure hypothesis. In addition, the biggest banks are the most efficient ones, meaning that the scale efficiency hypothesis has also been upheld. Contrary to the agency theory hypothesis, state-owned banks are permanently more efficient than private banks. Finally, the results support the home-field advantage hypothesis exclusively for the pre-crisis period (2006)(2007)(2008)(2009).

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The aim of this paper is to analyse three approaches in order to give a comprehensive analysis of the efficiency of the banking sector in Serbia. The paper analyses the intermediate, operating and profitability approach for measuring bank efficiency in order to give an answer to the question which is the most efficient and where can be improvements made. The paper applies a non-parametric data envelopment analysis (DEA) on a sample of 23 banks operating in Serbia in the period during and after the covid-19 pandemic, i.e. for 2019, 2020 and 2021. The results of the analysis showed that efficiency is the highest according to the intermediate approach, while the efficiency of banks is the lowest in the approach of measuring profit efficiency. The fact that the lowest levels of efficiencies in each approach were achieved by small banks with a small market share should be added to the results of the analysis. The results of the research are certainly influenced by low interest rates and the activities of mergers and acquisitions, which are intensive on the Serbian banking market.

Društveni mediji su sredstvo interakcijemeĎu ljudima u kojem stvaraju, dele i razmenjujuinformacije i ideje u virtuelnim zajednicama imrežama. Banke bi trebale koristiti društvenemedije kao dvosmerni komunikacijski kanal kakoza slušanje okruženja, tako i za sticanje uvida, sveu cilju pružanja korisnicima ciljanih idiferencijalnih rešenja koja rešavaju njihovefinansijske potrebe. Komunikacija sa klijentimapreko društvenih mreža je od velike važnosti zabanku, a takvoj komunikaciji se posvećuje sve višepažnje, posebno u današnjim ekonomskimuslovima, kada je konkurencija na bankarskomtržištu jaka i kada se banke trude da osvojepoverenje i pažnju svakog klijenta. Predmetistraživanja je prisustvo banaka bankarskogsektora u Srbiji, na društvenim mrežama u Srbiji.Problem koji se razmatra u ovom radu jeste kakoprisustvo-odsustvo banaka na društvenimmrežama utiče na savremeno bankarskoposlovanje.Očekuje se da rezultati istraživanjaukažu na uzajamniuticaja prisutnosti nadruštvenim mrežama i uspešnog savremenogbankarskog poslovanja, kao i uticaj društvenihmreža na pozicioniranje banaka na tržištu.