Research workProjectsThe project explores how digital innovations, changes in consumer expectations and behaviour, and global market challenges are shaping the transformation of marketing practices. The focus is on the integration of new technologies, sustainable approaches, and responses to security threats in the development of contemporary, digitally-oriented marketing strategies. Using an interdisciplinary approach and predominantly quantitative methods, the project will analyse patterns of consumer behaviour, user experience, and the perception of artificial intelligence across digital channels. Through nine thematic units, it will examine the roles of branding, distribution channels, political marketing, and the behavioural and socially responsible aspects of market communication. The project involves 14 researchers who are strategically linked based on scientific competencies, bibliometric indicators, and previous research experience. Results will include at least 11 scientific papers indexed in WoS and/or SCOPUS databases, 13 presentations at international conferences, and two international collaborations. A contribution to scientific excellence, digital transition, and the development of innovative business models based on scientific evidence is expected. The project will result in digitally accessible scientific content and recommendations relevant to the scientific community, the education sector, decision-makers, and industry practitioners. The project is fully aligned with the principles of sustainability, interdisciplinarity, and visibility, as well as with the indicators defined in the catalogue of goals and results of the institutional call.
