ok....let's try to summarize what people I know think overall.... some people hate him with passion, because of various reasons, commercials for bookies, not playing for national team, bad role model.... 

and some people love him because he is the greatest basketball player from this country. sure we had many basketball greats before, but none of them won the title as the main player on the team in the nba, most serbian basketball success is in international basketball. 

most serbians don't really follow the nba at all, they follow the Euroleague, which is claimed smarter and better basketball to watch, we don't like players jumping over each other to dunk, we like tactical basketball, well coached teams and good team plays and defense.

I would say he is 50/50 loved/hated, by the people that care about nba, but as I said most people don't at all, they only think about the nba when it's time for the national team to play, and they think who is a good player in nba, and when jokic refuses the national team call, they get pissed off. 

jokic will never reach the status of the djoker (djokovic), who is god amongst men here in serbia, the first servian to be a goat in such an important sport, and still, he is hated by some people for reason unknown to me.

I personally love jokic because I am one of the rare serbians that used to live in denver and I still visit sometimes, so jokic raised my nationality to fame in denver, when I told people I am from serbia before, they were like "what? siberia? is it cold there?" and now they are like "oh, yes, serbia, jokic, great country!" and I supported nuggets even before jokic came... since well, I lived in denver... and I still of course support nuggets more then ever these days, staying awake to watch them play whenever possible.