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Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

Radka Bauerova, Veronika Koprivova

In today’s world, people are using digital platforms more than ever to communicate with friends, network, shop, learn and more. The average time spent on these platforms is increasing. Companies are naturally reflecting this fact in order to reach as many people as possible through these platforms and their advertising messages. However, users are constantly bombarded with advertising messages that fragment their attention. It is, therefore, important to study the effects of different types of…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-009

Section: Marketing and Trade

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How can co-institutional investors enhance the core competitiveness of enterprises? Evidence from China

Xinyong Lu, Meinong Xi

As of 2023, institutional investors hold approximately 44.1% of the total market capitalization of China’s outstanding stocks. By simultaneously investing in multiple firms within the same industry, common institutional investors gain access to broader information channels and proprietary market insights at lower search costs. As shareholder linkages become increasingly common in the capital market, understanding their impact on firm behavior is of considerable practical relevance. This study…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-017

Section: Business Administration and Management

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Exploring philanthropic behavior and tax incentives: Motivations and trends in individual giving in the Czech Republic

Blanka Jarolimova

Philanthropy is defined as accommodating behaviour towards other members of society, usually through charitable donations. Charity forms a significant part of the income for the non-profit sector in many countries and is often directly supported through government tax policies. This article focuses on new empirical findings and applicable conclusions. It discusses the development of individual giving, motives, causes, and effects of philanthropic behaviour of individual donors in the Czech…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-022

Section: Finance

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The effect of digital intensity on the financial performance of enterprises in Central and Eastern European countries

Trang Lam Quynh Tran, Sandor Kovacs, Miklos Herdon

This study investigates the significance of information and communication technology (ICT) adoption, referred to as digital intensity (DI), and its impact on the financial performance of businesses in the manufacturing, utilities, and transportation sectors within Central and Eastern European (CEE) countries. The primary research question focuses on how DI and its components influence key financial indicators across these industries. This study uses data from the EUROSTAT, ENT2 (Comprehensive…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-016

Section: Business Administration and Management

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Understanding university students’ adoption of ChatGPT: A TAM-based exploration of key factors

Parul Agnihotri, Song Chen

The rapid rise of AI chatbots like ChatGPT has spurred growing interest in understanding the factors that influence their adoption, especially in educational settings. This study focuses on identifying the key elements that shape university students’ intentions to use ChatGPT, using the technology acceptance model (TAM) as the theoretical foundation. The research integrates core constructs such as perceived ease of use (PEU), perceived usefulness (PU), perceived risk, trust, and technostress to…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-023

Section: Information management

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Impact of renewable energy sources on greenhouse gas emissions reduction in Germany, Sweden and Poland

Ignas Mikalauskas, Zenona Ona Atkociuniene, Asta Mikalauskiene

Transitioning to renewable energy sources is highly important to reduce greenhouse gas emissions. In this study, we look at Germany, Sweden and Poland. These three countries have different energy policies and commitments. While there has been significant progress in adopting renewable energy across Europe, the effectiveness of these policies and their impact on reducing emissions is very different. Therefore, this research aims to assess how renewable energy affects GHG emissions in these…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-001

Section: Economics

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Sustainability in the digital era: Exploring the role of public websites

Antanas Usas, Dalia Streimikiene

In the digital era, public sector websites serve as critical platforms for delivering services, engaging citizens, and promoting sustainability. This study investigates the relationship between consumer sustainability expectations and the perceived quality of public sector websites, focusing on how these digital platforms influence trust and user satisfaction. Employing a mixed-methods approach, the research integrates an extensive literature review with a quantitative survey based on the…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-002

Section: Economics

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Similarity of EU countries in macroeconomic, innovation, and institutional performance – The case of FDI determinants

Ludmila Bartokova, Simona Circova

Most countries nowadays are linked closely by trade flows, financial transactions, or mutual migration flows. As a result, their overall performances tend to converge. This paper compares 27 European countries with the aim of finding their similarities or differences based on their performance over the last decade. For consistency reasons, we included the United Kingdom and Croatia in the sample, despite not being EU members for the entire period, while Luxembourg was excluded due to data…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-003

Section: Economics

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Premature stalling of the catching-up process in CEECs: The case of Slovakia

Karol Morvay

The slowdown in the catching-up process has attracted considerable attention, as it is a phenomenon observed in a real context. It has affected almost all CEE countries after the global financial crisis, but to an unequal extent. The article deals with the problem of stalling catching up with advanced economies from the Slovak perspective. It is a problem with broad links to all sectors of the economy as it affects business activity, public administration and households. The analysis is…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-004

Section: Economics

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Role of investments in profit formation in the era of Industry 4.0: Case study of the Czech manufacturing industry

Martin Kral, Martina Hedvicakova

This study investigates the role of investments in shaping profitability within the Czech manufacturing industry between 2008 and 2022. Drawing on comprehensive industry-level data, we analyze the relationship between investment volume, efficiency, and profitability, particularly within the evolving framework of Industry 4.0. Our findings show that larger sectors with higher investment volumes generally achieve greater profitability. However, this relationship is non-linear: excessive…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-005

Section: Business Administration and Management

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Promoting reverse logistics decisions using a new hybrid model based on deep learning and failure mode and effects analysis approaches

Kamelia Ahmadkhan, Abdolreza Yazdani-Chamzini, Alireza Bakhshizadeh, Jonas Šaparauskas, Zenonas Turskis, Niousha Zeidyahyaee

The problem of reusing and recycling the returned products plays a crucial role in mitigating waste. Therefore, authorities must make the best decision in such situations. However, this problém is a paradoxical decision because different components often conflict with each other, which can impact the decision-making process. The proposed framework uses sentiment analysis algorithms to help decision-makers adopt the best reverse logistics decision strategy based on customer feedback. The…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-006

Section: Business Administration and Management

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Mahalanobis distance and Stutzer ratio modelling in emerging markets portfolios

Dejan Zivkov, Boris Kuzman, Jonel Subic

This study examines the performance of multi-asset portfolios in global emerging markets, emphasizing their exposure to systemic risk and risk-adjusted returns. The analysis encompasses portfolios from regions such as Southeast Asia, the Middle East and Central Asia, Central and Eastern Europe, Africa, and Latin America. The research uses daily data, covering a 10 years period. Two advanced methodologies are applied in the portfolio construction – the Mahalanobis distance and the Stutzer ratio.…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-010

Section: Finance

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Financial innovation and financial inclusion in European countries: How do they interact?

Alina Cristina Nuta, Ibrahim Cutcu, Felix Puime-Guillen

The most challenging moments in economic history necessitated adaptability to new realities and foreshadowed innovative reactions from economic agents. The recent global health crisis compelled all the stakeholders to find viable solutions to prevent the economic recovery from stalling. As finance serves as the fuel that keeps the economic engine running, exploring the factors affecting financial innovation is pivotal. Europe’s digital transition strategy provides a vibrant approach to…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-011

Section: Finance

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Consumer perception of private labels: A case study of the Czech Republic

Michaela Janska, Marta Zambochova

Private brands are currently relatively well accepted by consumers and are generally considered to be of high quality, yet they face various challenges that can threaten their sustainability. This has been confirmed by several authors looking at consumer perceptions of private labels across different countries. The aim of the study was to assess consumers’ attitudes and relationships towards private brands and to identify factors that may influence their purchasing decisions. To achieve the…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-013

Section: Marketing and Trade

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Corporate digital responsibility and cloud computing adoption: An alignment analysis in the EU context

Sann Thawdar Htoo, Hana Kopackova

Cloud computing is a transformational and rapidly evolving digital technology that enables driving innovation, scalability, and operational efficiency across various industries. Despite its benefits, the widespread adoption of cloud services presents complex ethical, social, and environmental challenges that organizations must address to ensure responsible and sustainable digital transformation. This study aims to develop a systematic approach to cloud adoption by integrating corporate digital…

DOI (& full text): doi.org/10.15240/tul/001/2025-4-015

Section: Information management

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