Jusuf Zeqiri

Background: This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when developing effective strategic marketing planning for Generation Z. It will use predictive marketing tools to develop strategic, data-driven, and timely planning frameworks based on the study’s findings. Methods: An online survey was conducted with a sample of Macedonian citizens. A SEM analysis was performed to examine the relationships among the variables. Results: The findings show that purchase intention positively correlates with all independent factors, including brand equity, brand awareness, and digital media content. Conclusion: According to the results, Generation Z consumers’ purchasing decisions are highly influenced by brand recognition, brand equity building, digital media content, and emotions.

From a specialised biometric technique, face recognition technology has quickly become a commonplace part of artificial intelligence systems. This article examines the theoretical underpinnings, algorithmic developments, and real-world uses of face recognition. It charts the evolution of robust, scalable models utilising triplet loss, transformer-based architectures, and convolutional neural networks (CNNs). Alongside key assessment metrics and benchmark datasets, core system components such as preprocessing, feature extraction, embedding generation, and classification are investigated. The study illustrates practical applications across industries such as digital identity verification, retail, healthcare, and security, demonstrating the technology's expanding influence and its impact on important issues. A fair perspective on upcoming developments is provided by discussing ethical issues and new regulatory systems. The study also looks at how facial recognition is used in marketing, particularly in payment systems. For academics, practitioners, and politicians seeking to understand and develop face recognition systems across the scientific and societal spheres, this work serves as an extensive reference.

Background: The organic food market in Sri Lanka has been growing steadily, driven by increasing consumer awareness of health and environmental sustainability. However, the market faces several challenges, particularly related to supply and affordability. Objectives: This study aims to identify the perceptions of four stakeholder groups regarding the key factors influencing the development of the organic food market in Sri Lanka, with particular emphasis on demand, supply, marketing, and related factors. Methods/Approach: This research adopted an inductive approach; qualitative surveys and thematic analysis of both primary and secondary data sources were used to analyse market conditions and the perceptions of four stakeholder groups in the organic food sector in Sri Lanka. Results: Findings indicate a rising trend in consumer demand, especially among younger urban populations. However, the market is constrained by high production costs, inconsistent supply chains, and limited consumer trust. Conclusions: To promote the growth of the organic food market, the study recommends increased subsidies for organic farming, enhanced government certification programs, and more substantial marketing efforts to raise awareness and build consumer confidence.

This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire, delivered to 444 responders. The data is analyzed using regression model. The findings show that all the independent variables, such as: brand equity, brand awareness, digital media content and emotions are positively related to the dependent variable, which is purchase intention. Thus, we concluded that brand awareness, brand equity, digital media content and emotions have a positive impact on purchase intention of Gen Z.

This study aimed to explore how digital transformation and entrepreneurial marketing affect women business owners in an emerging country. The obtained data from business owners were analyzed using the Structural Equation Model (SEM) to determine how four dimensions of entrepreneurial marketing, together with digital transformation, affect firm performance. The study advances knowledge and provides a clearer understanding of how entrepreneurial marketing influences women's entrepreneurial intention. The research shows a strong link between the role of entrepreneurial marketing (EM) on women's entrepreneurial intention and a moderate effect of digital transformation (DT) on women's entrepreneurial intentions. To our knowledge, this is the first study to explore the role of entrepreneurial marketing and digital transformation on women's entrepreneurial intentions in an emerging country.

Purpose: Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approach: Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.Findings: Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.Practical implications: The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.Originality/value: The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.