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THE SCIENCE OF STAFF RETENTION: MECHANISMS THAT DRIVE EMPLOYEE LOYALTY

THE SCIENCE OF STAFF RETENTION: MECHANISMS THAT DRIVE EMPLOYEE LOYALTY

Author(s): David Filippos Vakouftsis / Language(s): English Issue: 1/2024

This literature review aims to explore the underlying mechanisms that drive employee loyalty, focusing on how organizations can improve staff retention. Given the substantial cost and organizational disruption caused by high turnover rates, understanding the factors that contribute to long term employee commitment is critical. The review synthesizes research on employee retention strategies, with particular emphasis on motivational theories, organizational culture, leadership styles, and reward systems as key determinants of loyalty. The methodology employed a literature review of scholarly articles, empirical studies, and industry reports published over the past two decades. Sources were selected based on their relevance to staff retention mechanisms, employee loyalty, and human resource management strategies. The findings indicate that a combination of intrinsic factors, such as job satisfaction, personal growth opportunities, and a positive work life balance, significantly influence employee loyalty. Extrinsic factors, including competitive compensation, clear career progression, and recognition, also play a vital role in retention. Leadership styles, particularly transformational leadership, and a supportive organizational culture were identified as strong predictors of employee commitment. Additionally, the psychological contract between employers and employees emerged as a crucial element, where perceived breaches result in higher turnover rates. A balance of both intrinsic and extrinsic rewards is necessary to foster long term loyalty. So, the literature reveals that employee loyalty is driven by a multifaceted set of factors, including intrinsic motivation, leadership, workplace culture, and appropriate reward systems. A successful retention strategy requires organizations to address both the emotional and practical needs of their employees. Employers who fail to nurture an environment that supports employee engagement and development are likely to face higher turnover, while those that invest in these areas tend to see greater staff retention and loyalty. Based on the findings, organizations should adopt a holistic approach to staff retention by combining strategies that address both intrinsic and extrinsic employee needs. Key recommendations include fostering a positive and inclusive organizational culture, providing leadership development programs that promote transformational leadership, and ensuring that compensation and rewards are competitive and aligned with employee expectations. Regular feedback mechanisms, career development opportunities, and work life balance initiatives should also be integrated into retention strategies to enhance employee loyalty and reduce turnover. Further research is recommended to explore the long term effects of specific retention strategies across different industries.

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BASIC METHODS FOR IDENTIFYING AND MANAGING RISK IN PUBLIC AND PRIVATE SECTOR ORGANIZATIONS

BASIC METHODS FOR IDENTIFYING AND MANAGING RISK IN PUBLIC AND PRIVATE SECTOR ORGANIZATIONS

Author(s): Daniela Yordanova / Language(s): English Issue: 1/2024

The manager must see the most significant risks that threaten the organization. In this way, covering its entire activity, it is possible to create a detailed list of risks related to the achievement of the set goals. In the identification process, the type of risk, the probability of its occurrence, spatial localization, possible damage and other parameters are revealed. In this way, covering the entire activity of the enterprise, it is possible to create a detailed list of risks related to it and to the achievement of the set goals. Given the breadth of the issues under consideration, in this article the focus is placed on the main methods for identifying and managing risk in organizations. The purpose of the article is to explore and present the main methods for identifying and managing risk in organizations. Research method: For the purposes of the present study, combined methods of analysis and synthesis of information, as well as theoretical analysis, were used. The article applies a systematic analysis of a database of publications in specialized journals and sites on the main methods of identifying and managing risk in organizations. Results: Choosing the best method depends on the specific business and its risks. The responsible risk manager must assess the business and provide the most appropriate methods. The choice also implies a good knowledge of all methods, as researchers should argue both the chosen methods and the rejected ones. In this way, the responsibility of the choice made is emphasized.

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ПОБОЉШАЊА У ЖИВОТНОМ ВЕКУ МРЕЖЕ  ЗА СОЛАРНЕ ЧВОРОВЕ У БЕЖИЧНОЈ МРЕЖИ  СЕНЗОРСКЕ МРЕЖЕ

ПОБОЉШАЊА У ЖИВОТНОМ ВЕКУ МРЕЖЕ ЗА СОЛАРНЕ ЧВОРОВЕ У БЕЖИЧНОЈ МРЕЖИ СЕНЗОРСКЕ МРЕЖЕ

Author(s): milan malešević,Nemanja Deretić,nikola samardžić,Miloš Popović / Language(s): Serbian Issue: 1/2024

Wireless sensor networks with specific hardware configuration and possibilities for their network lifetime improvement are examined in this paper. Nodes in the network are equipped with solar cells. Storing solar energy in batteries is a very cost-effective and longlasting solution for sensor nodes that are difficult to reach for regular maintenance. Solar power provides more power for more frequent data acquisition and greater communication distance. The downside of this approach is battery lifetime, not a single charge lifetime but the total overall number of times battery can be recharged before it fails. Here we propose a design of the whole sensor node configuration and, most importantly, hardware and software improvements of sensor nodes for increasing battery life and thus network lifetime. A survey of relevant literature is provided, as wellas the analysis of experimental data from referenced authors. Some experiments have been done to discuss the testing methods of other researchers. Good results in improving network lifetime for most used battery types were obtained by this research. Network lifetime of wireless sensor networks can be doubled or even tripled by modifying battery charging strategies, which would enable up to ten years of maintenance-free operation of sensor nodes. Partial charging strategies present a significant improvement in increasing Li-ion battery cycle-count expectancy and can also increase calendar-life expectancy because of batteries not being kept at elevated states of charge.

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ЗАДОВОЉСТВО ПОСЛОМ ИЗ ПЕРСПЕКТИВЕ РЕСУРСА  ТЕОРИЈА ОЧУВАЊА: УЛОГА ЕМОЦИОНАЛНИХ ЛИДЕРА  ИНТЕЛИГЕНЦИЈУ

ЗАДОВОЉСТВО ПОСЛОМ ИЗ ПЕРСПЕКТИВЕ РЕСУРСА ТЕОРИЈА ОЧУВАЊА: УЛОГА ЕМОЦИОНАЛНИХ ЛИДЕРА ИНТЕЛИГЕНЦИЈУ

Author(s): Nenad Mihajlov,Snežana Mihajlov,Miloš Dašić / Language(s): Serbian Issue: 1/2024

Job satisfaction is a key factor in the success of organizations, and transformational leadership is considered one of the most effective ways to achieve it. However, there is a lack of research that focuses on the role of emotional intelligence of leaders in this process. This study examines the hypothesis that leader EI mediates the relationship between individualized approach, as one of the dimensions of transformational leadership, and job satisfaction. Conservation of resources theory serves as a theoretical framework for understanding this relationship, with an emphasis on emotional support as a key resource that leaders provide to their employees. The data was collected from 275 employees in the insurance sector in Serbia through an online survey. Employees' perceptions of transformational leadership, emotional intelligence of their leaders and job satisfaction were measured. SmartPLS 4 was used for data analysis and structural modeling analysis was applied to assess mediation. Other dimensions of transformational leadership were not directly related to job satisfaction. In addition, a leader's emotional intelligence had a direct positive impact on job satisfaction. This research contributes to the existing literature by highlighting the importance of leaders' emotional intelligence for job satisfaction; identifies emotional support as a key mechanism linking transformational leadership and job satisfaction; and provides empirical evidence on the role of context (teamwork) in the relationship between leadership and job satisfaction. The results have practical implications for organizations, highlighting the importance of investing in the development of emotional intelligence in leaders

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CSR as a modern marketing communication tool at the threshold of the third millennium

CSR as a modern marketing communication tool at the threshold of the third millennium

Author(s): Kristína Osúchová,Jana Lešundáková,Zdenka Kádeková,Ingrida Košičiarová,Adriana Mateášiková / Language(s): English Issue: 2/2024

The presented study focuses on the influence of marketing communication of CSR activities in the practice of food companies in Slovakia on the consumer behaviour of Generations X, Y, and Z. In the marketing activities of food companies, there is a noticeable shift towards considering social aspects, which increasingly influence consumer behaviour. This trend not only helps in solving many problems but also raises awareness of CSR activities. The theoretical and practical value of the article lies in the empirical confirmation of the reporting of CSR activities by food companies in the field of social marketing activities and their impact on consumer purchasing decisions, profit growth, brand awareness, and the building of corporate reputation through a questionnaire survey in which 946 respondents of Generation X, Y and Z took part. To evaluate the established hypotheses, statistical methods, and techniques such as Pearson’s Chi-square test of independence, the Kruskal-Wallis test and Chi-square test of independence, and One sample proportion Z test using Microsoft Excel and SPSS software were used.

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The current position of neuromarketing as a tool of marketing and communication strategy

The current position of neuromarketing as a tool of marketing and communication strategy

Author(s): Ladislav Pátík / Language(s): English Issue: 2/2024

Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to find and identify the differences between the customer’s conscious assertion and subconscious behaviour. It monitors how the brain reacts to certain stimuli contained in an advertisement, brand, etc. For this, it uses studies that examine the influence of marketing stimuli on consumer reactions. The goal of our study is to provide an objective and comprehensive overview of new scientific findings that point to certain gaps in research methods and thinking about consumer behaviour and decision-making. We focus on the field of neuromarketing in general, on its methods, the concept of intuitive consumer behaviour. The core parts are practical applications of neuromarketing in the field of marketing and marketing communication. The research part describes the course and results of the applied experiment, using two methods of neuromarketing research to influence the senses of the consumer and to find the differences between conscious and unconscious decision-making, and at the same time, how these findings can manifest themselves in the area of marketing and communication strategy. Key findings are clearly summarised in the summary and conclusion.

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Assessing the impact of message sources and content on B2B social media marketing effectiveness

Assessing the impact of message sources and content on B2B social media marketing effectiveness

Author(s): Nanik HARIYANA,Nurkholish Majid,Yuniningsih Yuniningsih / Language(s): English Issue: 2/2024

A B2B company’s success in interacting with customers on social media depends mainly on its messaging strategy. In this research, we use a new method to investigate the origins of influential messages and content in the social media domain. To investigate these dynamics, we conducted four experiments to test our proposed relationships. The research results show a significant finding: Employee-generated content performs better than content created by the company when it comes to driving social media engagement. We identify two essential mechanisms underlying this phenomenon. Trust can be founded on content or on engagement. This mechanism explains how message source impacts social media engagement. Furthermore, our observations revealed that employee-generated messages, especially those using emojis, had a more significant impact on customer engagement compared to company-generated messages alone. The inclusion of emojis plays an essential role in this dynamic. Finally, our findings demonstrate the benefit of including objective facts in social media posts to boost customer engagement. This finding has significant implications for B2B marketers, underscoring the importance of selecting suitable sources for social media messages to optimise engagement.

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Ecoproducts in the dynamic era of digital communication: a neuromarketing study of users’ emotional reactions on social media

Ecoproducts in the dynamic era of digital communication: a neuromarketing study of users’ emotional reactions on social media

Author(s): Simona Ščepková,Anna Zaušková / Language(s): English Issue: 2/2024

In the present era, where social media have become a primary tool for interaction between brands and consumers, the importance of emotional reactions triggered by observing public comments is increasingly emphasised. This study analyses how these reactions shape the decision-making process when purchasing eco-friendly products. The aim of this study is to bridge the gap in the analysis of emotional reactions from social media users who are exposed to various unofficial information published on social media while gathering information about eco-products, which can significantly influence their purchasing decisions. The objective is to examine, compare, and evaluate how positive and negative sentiment in user comments affects the perception and value of eco-products amongst other social media users. The findings indicate that posts with positive comments foster increased engagement and a favourable perception of products, while negative comments lead to doubt and frustration. In the neuromarketing experiment, we found that 81.8% of respondents considered the visual design of the eco-product and the ecological brand message attractive, with 63.6% reporting that negative social media comments had a significant impact on their perception of the brand. These results support the hypothesis that emotional reactions to comments are a strong factor in consumer decision-making, suggesting that positive reviews may serve as social proof, while negative comments can cause cognitive dissonance. Through this study, we aim to contribute to a deeper understanding of the dynamics between emotional reactions and the perception of eco-products in the digital communication era, which has significant implications for the marketing strategies of ecological brands.

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Loyalty programmes as retailers’ communication tools during a period of social change

Loyalty programmes as retailers’ communication tools during a period of social change

Author(s): Daniela Kollárová,Andrii Kushnarevych / Language(s): English Issue: 2/2024

We are engaged in the study of loyalty systematically built and anchored in the form of consumer loyalty programmes. The aim of this theoretical review is to identify the problems and challenges retailers face in communicating with customers using loyalty programmes in a period of significant societal change. We examined 411 scholarly studies registered in the Web of Science database. Based on the results of the analysis, we identified the challenges faced by sponsoring organisations in the operation of modern loyalty programmes, which we divided into 14 categories by common features. The result is a compact theoretical overview about loyalty programmes. The aim of the empirical research, conducted through written inquiries and individual semi-structured interviews, is to find out how Generation Z respondents perceive loyalty programmes. The selected results reveal that there is a relatively large group of loyalty programme members who believe that they are not adequately rewarded by the sponsoring organisation.

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ARTIFICIAL INTELLIGENCE AND THE FANTASY BINOMIAL: CREATIVE FAIRY TALE WRITING (BASED ON GIANNI RODARI) IN SECOND GRADE

ARTIFICIAL INTELLIGENCE AND THE FANTASY BINOMIAL: CREATIVE FAIRY TALE WRITING (BASED ON GIANNI RODARI) IN SECOND GRADE

Author(s): Irina Mishkova-Yotova,Tanya Ivanova Kolarova / Language(s): English Issue: 5/2024

The report presents an innovative pedagogical practice that utilizes artificial intelligence (AI) and the fantasy binomial method to develop creative thinking in second-grade students. By integrating AI into primary education, teachers can employ new tools for content creation, stimulating creative thinking, writing, and the learning process. In the described practice, students create fairy tales with the help of ChatGPT, allowing them to express their ideas and imagination. The fantasy binomial method generates unexpected word combinations, activating the imagination and provoking the creation of original stories by linking seemingly unrelated concepts. This technique encourages students to perceive the world in a more unconventional way, fostering their creativity and problem-solving skills. The combination of artificial intelligence (AI) and traditional educational methods offers students the opportunity to participate more actively in the learning process. Through this approach, they develop cognitive abilities by interacting with technology in a meaningful way. ChatGPT helps students enhance their storytelling skills by providing suggestions and feedback that stimulate their thinking and exploration processes. The fantasy binomial method, in turn, acts as a trigger for the imagination, challenging students to think creatively and beyond conventional boundaries. This improves their ability to generate original ideas and enhances their storytelling skills. Teachers play a key role in guiding students as they use AI-powered tools, ensuring that the learning process remains balanced between technology and personal input. The practice encourages collaborative learning, where both artificial intelligence and human input contribute to creating something unique and original. The dynamic interaction between students and AI helps build confidence in their writing abilities while also sparking greater interest in the learning process. Additionally, the use of AI offers opportunities for personalized feedback, supporting differentiated learning for students with specific needs and abilities. Along with fostering creativity, this method promotes the development of critical thinking and language skills. The application of artificial intelligence (AI) in the classroom leads to dynamic lessons, where students can interact with technology in real time, gaining new insights and refining their knowledge and skills. Teachers implementing this method provide a new way to engage students, keeping them motivated and curious. The introduction of technology creates a learning environment that prepares students for advancements in the digital age, teaching them how to integrate AI tools into problem-solving processes. The report highlights that the integration of artificial intelligence (AI) not only improves learning outcomes but also makes the learning process more enjoyable for both students and teachers. Results from conducted surveys show a positive reception of the innovative methodology, with students demonstrating increased enthusiasm for writing fairy tales. The described best practice offers an opportunity for further exploration of AI integration in education to enrich the learning process. According to the authors, this approach holds potential for application across various subjects to enhance the quality of primary education, making it more engaging and effective.

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СУШТИНА И КАРАКТЕРИСТИКИ НА ЛИДЕРСТВОТО

СУШТИНА И КАРАКТЕРИСТИКИ НА ЛИДЕРСТВОТО

Author(s): Zlatko Jakovlev / Language(s): Macedonian Issue: 6/2024

Leadership is a mobile activity of group action, in which the subject, in a determined tense, and organizational connotation, acts with the other subjects who are part of the group work, with their own will to devote themselves to the realization of the team's mission. Leadership is a dynamic process and is correlated with the different tasks and demands that are set, the team and the team entities. Leadership as a process involves the leader and all employees, who should be allowed to participate in goal creation and understand that they are important in achieving them. Leadership is based on establishing relationships within the enterprise. Leadership is about change. Managers and employees are responsible for leadership. The most studied factors of leadership are: personal characteristics of the individual who prefers leadership, traits – characteristics of subordinates, characteristics of the environment, and in leadership, classical and modern styles are distinguished. Because of the relevance of leadership, and the success of global companies, we have decided on this project to look at the concept, essence and characteristics of leadership. Particular attention is paid to leadership styles, which are classified differently depending on the literature used. We decided on the classification of classical and contemporary leadership styles – through the examples of world-renowned companies. Leadership involves influencing, without coercing, employees to perform activities related to the strategy. The quality of leadership is based on the personal characteristics of managers, including those that are general to effective leaders and characteristics of the environment in which leadership is performed. Leadership is a dynamic process that is influenced by the changing demands of the task, the group itself, and individual members. It follows that there is no best way to lead, and leaders need to exhibit different behaviors in order to perform their role successfully. Leadership is not limited to just one person. Usually the appointed leader (manager) formally takes care of the group, but he does not necessarily in practice be the leader of the group. Leadership implies respect and belief in teamwork; in the words of one prominent manager, "to lead is to have someone to follow you." That is, leadership implies two sides: a capable manager-leader, who creates a vision, and followers, who embrace the vision and follow the leader's ideas and values.

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Biosférické rezervácie ako zdroj pozitívnych externalít

Biosférické rezervácie ako zdroj pozitívnych externalít

Author(s): Katarína Vitálišová,Mária Vavrušová,Katarína Sýkorová / Language(s): Slovak Issue: 2/2024

The advantages of protected areas mainly relate to the evaluation of ecosystem services which provide benefits to people. These affect various areas of life. From the perspective of economic theory, these are externalities. These are perceived as benefits or disadvantages that occur outside the market to another party. Based on the review of literature, this paper highlights the advantages of the biosphere reserves regarding the externalities that arise from their presence as a distinct type of area connecting the principles of environmental protection with suitable socio-economic development. The paper thus contributes to the development of theoretical knowledge, given that this is a poorly researched issue, but at the same time very topical due to climate change and its negative impacts on nature and humans.

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MANY FACES OF A CHATBOT: THE USE OF POSITIVE AND NEGATIVE POLITENESS STRATEGIES IN ARGUMENTATIVE COMMUNICATION WITH A CHATBOT

MANY FACES OF A CHATBOT: THE USE OF POSITIVE AND NEGATIVE POLITENESS STRATEGIES IN ARGUMENTATIVE COMMUNICATION WITH A CHATBOT

Author(s): Gordana Ivković / Language(s): English Issue: 49/2024

With the ever-growing development of artificial intelligence, communication and argumentation processes are no longer limited to face-toface and computer-mediated communication with other humans. They now involve communication with machines. This fact has given rise to chatbots, computer programs trained to produce human-like communication through the use of highly specified algorithms. The aim of this study was to determine whether a chatbot has been trained in accordance with positive and negative face wants, which were a part of the politeness theory introduced by Brown and Levinson. More specifically, the aim was to determine whether positive and negative politeness strategies would affect the quality of answers a chatbot produces. The chatbot was asked 10 questions in total, grouped into five sets of questions that prompted answers followed by argumentation. Each set contained two questions on the same topic, one question asked utilizing positive politeness strategies, and the other question asked using negative politeness strategies. The results show that 1) there were no significant differences in the answers given to the two types of questions, 2) the chatbot did not select only one type of politeness strategies, 3) more elaborate answers to one of the questions from the sets were produced in relation to the topic of that question rather than the politeness strategies. The most dominant argumentation structure is based on coordinative arguments, with causal schemes appearing most frequently. All of the answers are acceptable in the sense that they give coherent arguments for a standpoint, except for one answer where the opposite standpoints were provided.

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ZHVILLIMI EKONOMIK DHE PASOJAT E MIGRIMIT SIPAS REVISTËS “ALBANIA”

ZHVILLIMI EKONOMIK DHE PASOJAT E MIGRIMIT SIPAS REVISTËS “ALBANIA”

Author(s): Albnora Musa Bakiu,Hiriet Ziberi / Language(s): Albanian Issue: 6/2024

Faik Konica, this prominent figure of Albanian culture has indisputable merit for the contribution he has brought to many fields of knowledge. The first contributions to popular culture and local traditions can be found in the years of his youth, when he was publishing the well-known newspaper "Albania". An impetus to pay attention to Albanian culture was his strong feelings of love for the land of his ancestors, where he expresses his spiritual ties to the homeland. Konica in all his ways has poured his many knowledge on the country and the people, skillfully interweaving them with general historical-geographic data and especially with rich materials collected with care and competence. Having an appreciative and kind attitude towards his country, Konica could not agree with the attitude of some category of people in Albania, who denied and degraded everything that was Albanian, took the traditions and customs of the country under their feet and had inferiority complex before foreigners and took the path of exile. Faik Konica treated exile, a phenomenon that has always accompanied Albanians. He was fully convinced that Albanians should do the impossible and continue living in their territories inherited from their ancestors. He criticized exile and was against the departure of Albanians who saw it as an easier way for economic benefits. He based his position on the fact that the economic branches in Albania were not like before, they had had a noticeable rise. Despite the economic growth, he was also aware of the problems faced by the Albanians and for this he blamed the Ottoman Empire, which charged them with many taxes and did not want the economic life in Albania to increase, so that the Albanians would not earn their income and to get out of the poverty they were in. He also pointed his finger at all the neighbor countries that interfered in Albania's internal affairs and did not allow the Albanians to enjoy the profits from farming, livestock, and trading, and as a result, the Albanians stopped working their lands, and as a better choice they saw leaving and cultivating foreign lands. Analyzing the different European countries, Konica emphasized that an effort should be made to improve the economic branches in Albania even more and to benefit from it. Only with the improvement of trade, agriculture and livestock conditions would a country flourish and move forward, therefore, according to Konica, young Albanians had to take care and understand the needs of the homeland. This is because the progress, civilization and prosperity of a country were closely related to the development of economic branches, so this would be an impetus for young Albanians to stay more in their homeland and their contribution would be in the homeland, and not give their contribution to foreigners.

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MODELI PREVENCIJE KRIMINALA U PROJEKTIMA OBNOVLJIVIH IZVORA ENERGIJE

MODELI PREVENCIJE KRIMINALA U PROJEKTIMA OBNOVLJIVIH IZVORA ENERGIJE

Author(s): Inda Kreso / Language(s): Bosnian Issue: 1/2024

Organised crime groups, corrupt government officials, political elites, state-owned companies, and private sector companies see renewable energy power plant construction projects as business opportunities for making illegal profits and money laundering. State subsidies that support the construction of renewable energy power plants are very attractive to organised criminal groups who see an opportunity to obtain money from state budgets through corrupt actions. Through a series of irregularities in the process of building renewable energy power plants, which include non-transparent tender conditions, illegal obtaining of land concessions for the construction of power plants, falsification of environmental studies and feasibility studies, construction of power plants on unsuitable terrain, and bribing the government officials to speed up the obtaining of construction permits, criminal groups gain a monopoly over the sector of renewable energy sources, in which very large amounts of money from state budgets have been invested on a global level in the last ten years. The aim of this work is to identify models for preventive risk recognition as a tool for crime prevention in the sector of renewable energy sources through a systematic review of the available literature. Models for the preventive identification of the risk of criminal activities represent a formalised set of steps or protocols that can be used at any stage of renewable energy projects, especially in projects of the construction of renewable energy power plants, in order to mitigate and minimise the risk of committing criminal acts. Preventive risk recognition models ensure that a power plant construction project runs smoothly from start to finish without unnecessary financial losses thanks to their ability to point out all the weak points of the complete process. By early detection of vulnerabilities during the construction of renewable energy power plants, we can completely prevent the commission of crime. The literature describes 5 basic models for timely recognition of the risk of committing criminal acts, and they are: corruption risk mapping, availability of data in public registers, initiatives for improving transparency, improvement of enforcement of anti-corruption laws and penalties for corruption, and joint ownership models. In addition to these basic 5 models, a systematic review of the literature revealed that there is insufficient focus on the financial aspect of renewable energy construction projects. Due to the perceived importance of the financial component in preventing criminal activities, this paper also proposes a sixth model and expands the basic model with an additional model called "Financial assessment of renewable energy projects." The likelihood that criminal offences will occur at every stage of a renewable energy power plant project is a fundamental obstacle facing the renewable energy sector. Due to the presence of crime, a smooth transition to green energy is prevented completely, which again entails the impossibility of suppressing the use of fossil fuels. One of the main tasks of the described models, in addition to the timely detection of potential criminal activities, is to accelerate the transition to green energy and support sustainable development. By raising the awareness of the population and enabling greater transparency in the entire sector, as well as greater transparency of the construction process of renewable energy power plants, it restores trust in state institutions and power holders and improves the entire political image of the country. By increasing the transparency of processes where information is easily accessible to the public, we prevent mafia organisations and organised crime groups from financing similar projects in the hope that they will be able to launder money through investments in renewable sources.

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ANALYSIS OF THE APPLICATION OF AI IN HIGHER EDUCATION

ANALYSIS OF THE APPLICATION OF AI IN HIGHER EDUCATION

Author(s): Elena Parnardzieva Stanoevska,Savica Dimitrieska,Andrijana Bojadzievska Danevska / Language(s): English Issue: 1/2024

Artificial intelligence is a technology that enables computer systems to simulate human intelligence. Machines can now perform tasks previously treated as exclusive to human cognitive skills. Artificial intelligence focuses on intelligent skills, such as reasoning, decision-making, performing complex tasks, generalizing, learning, creativity, learning from past experience, and discovering something new. In some areas, artificial intelligence performs tasks better, faster, more efficiently, and more productively than humans. Artificial intelligence is more successful in detail-oriented work, such as work that requires quick analysis of a large amount of data, repetitive technical work, discovery of novelties, etc. In education, there is a special interest among the academic community in the use of generative artificial intelligence, which means creating something new, based on various inputs, such as text, animation, sound, 3D models, images, and other types of data. For students, artificial intelligence is important in their study, for learning and mastering the material, research, problem-solving, logical reasoning, and using chatbots (virtual tutors) that provide real-time support. For professors, artificial intelligence is important for preparing course materials, researching, engaging, and grading students in a new way. For the latter, problems occur due to cheating, distribution of misinformation, data privacy, and security, but also lack of human interaction. This paper attempts to answer the following research questions: What is the overall state of artificial intelligence in higher education? What are the perspectives of the academic staff (professors, assistants), administrative staff, and students regarding artificial intelligence applications in higher education? What are the advantages, downsides, threats, and possibilities of using artificial intelligence in higher education? Does artificial intelligence have a future in higher education? Using both primary and secondary data, the main aim is to present the results of a primary survey conducted in 2024 among the academic community (educators and students) about their experience with artificial intelligence tools. An electronic questionnaire was distributed to Macedonian higher education institutions containing open and closed questions regarding respondents' demographic traits as well as their opinions on the research issue. Respondents came from a variety of backgrounds, and they teach or study at several faculties. Collected data are analyzed with descriptive statistics and by using strengths, weaknesses, opportunities, and threats techniques. Results shows optimistic views about the future use of artificial intelligence-powered tools in higher education. Since the research is narrowed down to investigate only the perception of artificial intelligence in Macedonian higher education institutions, it can be a useful starting point for additional international research in higher education, thereby enlarging the investigation on a global scale.

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CIVILIZATION IN TRANSITION: HOW AI AND VIRTUAL TECHNOLOGIES ARE REDEFINING THE FUTURE OF HUMAN EXPERIENCE

CIVILIZATION IN TRANSITION: HOW AI AND VIRTUAL TECHNOLOGIES ARE REDEFINING THE FUTURE OF HUMAN EXPERIENCE

Author(s): Borivoje V. Baltezarević / Language(s): English Issue: 1/2024

The rapid advancements in artificial intelligence (AI) and virtual technologies are reshaping the context of human civilization, altering not only how individuals interact with the world but also how society functions at large. This paper explores the intersection of AI and virtual technologies and their impact on the future of human experience. By examining contemporary research, this study delves into key aspects of virtualization, such as augmented reality (AR), virtual reality (VR), and the broader implications of AI-driven systems in reshaping cultural, social, and economic norms. As immersive technologies become increasingly integrated into daily life, questions about identity, ethics, agency, and governance arise. We analyze how these technological advancements are redefining human experiences by facilitating more personalized, adaptive, and interconnected virtual environments. This shift challenges long-standing social structures, disrupting education, employment, and governance systems while simultaneously opening new avenues for creativity, collaboration, and self-expression. The implications of this transition raise critical questions about privacy, ethics, and control, particularly as AI becomes capable of autonomous decision-making and influencing human behavior. The paper also considers the role of AI in reshaping collective knowledge systems, examining how machine learning and data analytics are accelerating the virtualization of information and the human cognitive process. Through a multidisciplinary approach, this study addresses the intersection of technology, psychology, and sociology, offering a framework for understanding the long-term cultural and civilizational implications of AI and virtual technologies. These shifts represent not merely technological evolution but a fundamental transformation of the human condition. This paper critically examines the benefits and challenges posed by AI and virtual technologies, drawing on recent scientific literature to highlight their role in knowledge production, social connectivity, and power dynamics. Additionally, the paper investigates the ethical implications of AI’s pervasive influence, particularly in terms of autonomy and the erosion of privacy in a digital age. Ultimately, in the widest scope, the paper aspires to provide critical understanding of how AI and virtualization technologies are driving societal changes that could redefine civilization itself.

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CONVERGENCE OF DIGITAL MEDIA AND MANAGEMENT OF PRODUCTION IN NEW CONDITIONS

CONVERGENCE OF DIGITAL MEDIA AND MANAGEMENT OF PRODUCTION IN NEW CONDITIONS

Author(s): Viktorija Kafedjiska / Language(s): English Issue: 1/2024

Today, the consumption of media content is more focused on digital media and their role and importance is increasing, which, for new generations of media workers, not only journalists, represents a challenge. Now, it's not enough just to attract attention with good headlines, but you have to somehow produce great content that will attract those who want to advertise. Hence, media work is not predominantly journalistic, but also implies other skills such as planning, marketing, creating video expression and others. This synthesizing of knowledge and skills is made possible through convergence, which means integration of systems and media forms, through the use of a computer. For young students in journalism this process is important because it is likely to influence their career. All journalists need to know how to tell stories in all media, and how to write appropriately for those media, as preparation for this new era. Historically speaking, this process of convergence has gone through 6 stages, the last of which belongs to the future, that is, the connection of information technology with biotechnology. It is in this context that the question opens before us to what extent new media technologies influence the production, distribution and consumption of news. In the past, the presence of journalists at events was dominant, and today the so-called citizen journalism, which is initiated by individuals or groups that upload content on the Internet, dominates. For those reasons, many global media giants allow people from all over the world to contribute to media content through their videos. On the other hand, today's generation of media professionals need commercial and advertising knowledge and brand awareness. Marketing professionals, from their perspective, need to have a better possibility to recognize, media content that would enable them to build attractive media brands and commercialize them. On the other hand, digital technologies daily force media managers to rethink their decisions and business models, and to be successful in that process, they must be ready to manage rapidly growing innovations and manage organizations through new techniques. Therefore, in this sphere, more research is needed, focused on technology. This means that management is not a goal in itself, which should be completed in a certain period, but on the contrary, it is a long-term process. This process of digital transformation will change the way of thinking, working, socializing. Digital technologies are daily forcing media managers to rethink their decisions and business models A certain digital structural agility is needed, as a supporting pillar in the management of digital transformations, but, in which people will still have a central role.

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ВЕШТАЧКА ИНТЕЛЕГЕНЦИЈА – УМЕТНИЧКА КАТАРЗА ИЛИ КАТАКЛИЗМА ЗА КРЕАТИВНОТО ПИШУВАЊЕ

ВЕШТАЧКА ИНТЕЛЕГЕНЦИЈА – УМЕТНИЧКА КАТАРЗА ИЛИ КАТАКЛИЗМА ЗА КРЕАТИВНОТО ПИШУВАЊЕ

Author(s): Natasha Sarafova,Marica Tasevska / Language(s): Macedonian Issue: 1/2024

With the development of technology, human creativity has never been tested as it is now. Artificial intelligence, by collecting thoughts, questions, and data, is creating a new order in a cathartic or cataclysmic environment where the art of language acquires standardized global significance. The question arises: Can human creativity and emotions be conveyed accurately with just a click of a keyboard? In other words, ethical and spiritual purification may be reduced to an idea, the period of creation may be shortened or even altered, all in an effort to leverage new tools provided by artificial intelligence. We wonder, who owns the copyright? The author or a tool that might simultaneously transmit the text to the other side of the world? Isn't this an artistic cataclysm in creative writing? This paper will attempt to explore the positive and negative aspects of artificial intelligence in relation to creative writing.

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STUDENT'S PERCEPTIONS OF CHATGPT USE IN HIGHER EDUCATION

STUDENT'S PERCEPTIONS OF CHATGPT USE IN HIGHER EDUCATION

Author(s): Fauzi Skenderi,Lindita Skenderi / Language(s): English Issue: 2/2024

Artificial intelligence has spread very rapidly and has taken a strong position in education too. All parts of education have been touched by different forms of AI making it inevitable for both teachers and learners. Especially when it comes to higher education, students are young adults who own smartphones and other devices, connected to internet almost 24/7. This has surely served them well in other ways, but has also made them lazier in finding ways to seek knowledge and achieve their final mission. Of course, conditions are not the same for students in all countries, depending on the development of the country in different aspects. The 79 participants in the survey are students from different study programs at the University of Tetova. The aim of the study is to see if students are informed about Chat GPT use in general and if they personally use it for their studies and educational purposes. Except students’ perceptions on the tool’s benefits, the study tries to see what are their standings and opinions on the future development and consequences. The results were somehow conflicting, and their use is not always interconnected with their perceptions of future development of these tools. It also showed that the majority of them were uncertain about the negative consequences in their studies in general, because they felt like it made them lazier by offering answers and solutions in few seconds.

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