Tomas Bata University in Zlín

Negotiating AI integration in higher education curricula: Coping behaviour or career opportunity?

This study examines how higher education educators perceive artificial intelligence (AI) as both a coping resource and a catalyst for career development. Grounded in the Stimulus-Organism-Response (S-O-R) framework and integrating Social Cognitive Career Theory (SCCT) with Lazaru...

Greedy and biased algorithms in AI recommendation systems: effects on emotional arousal and impulsive buying

Purpose This study aims to examine the influence of greedy and biased recommendation algorithms on consumers’ emotional arousal, impulsive buying behavior and post-purchase dissonance in artificial intelligence (AI)-driven short video platforms, such as TikTok, Instagram Reels an...

Enhancing Financial Decision Quality in Smart Organizations through Explainable AI and Real Time Analytics with AI Governance Maturity

This study investigates the links among explainable AI capability, real time financial analytics capability, and financial decision quality within smart organizations while assessing how AI governance maturity moderates those links. Drawing on organizational information processin...

Surface Roughness Estimation from Internal Spindle Torque During Side Milling of Invar 36

Surface roughness is a key quality characteristic in machining Invar 36 components used in dimensionally stable applications. This study evaluates the effects of cutting parameters on surface roughness and internal spindle torque during peripheral side milling of annealed Invar 3...

Transforming management processes: advertising research

Purpose The main goal of the study was to examine the adaptive potential of the transformative advertising research (TAR) concept at its selected levels, which would help to better understand the transformation processes of advertising in the current dynamic advertising ecosystem...

Circular Fashion Design and Brand Awareness in Emerging Market Apparel Startups

Abstract This study explores the connections among circular fashion design, sustainable brand communication, and brand awareness in apparel startups within emerging markets, while also assessing how consumer environmental consciousness moderates these links. Grounded in customer-...

Financial behaviour translates digital literacy financial knowledge and financial attitude into sustainable financial capability in Vietnam

Abstract This study examines how financial capability is formed in digitally mediated financial environments by testing whether financial behaviour mediates the effects of financial knowledge, financial attitude, and digital literacy on financial capability. The study advances a...

THE IMPACT OF INFLUENCER MARKETING ON DOMESTIC TOURISM DECISIONS AMONG HO CHI MINH CITY RESIDENTS IN VIETNAM: TESTING THE MODERATING ROLE OF INCOME

Abstract Influencer marketing has become an important source of information that influences domestic tourism decisions in emerging markets. However, there is limited research on the role of individuals’ economic conditions in explaining the translation of influencer attributes fr...

THE IMPACT OF INFLUENCER MARKETING ON DOMESTIC TOURISM DECISIONS AMONG HO CHI MINH CITY RESIDENTS IN VIETNAM: TESTING THE MODERATING ROLE OF INCOME

Abstract Influencer marketing has become an important source of information that influences domestic tourism decisions in emerging markets. However, there is limited research on the role of individuals’ economic conditions in explaining the translation of influencer attributes fr...