Albina Kecman

Digital platforms have transformed brand communication while increasing companies’ exposure to reputational risks. The paper analyzes crisis communication strategies used by brands to protect their reputation during and after crisis situations. A qualitative methodology based on case study analysis was applied to international brands, including Nike, Starbucks, and H&M. The analysis focused on communication through Twitter/X, Instagram, and Facebook, with particular attention to the speed, tone, transparency, and consistency of messages and public reactions. The theoretical framework includes the Situational Crisis Communication Theory (SCCT). The results indicate that timely, transparent, empathetic, and consistent communication can reduce the negative impact of crises and contribute to maintaining consumer trust and strengthening brand reputation.

With its rapid development, artificial intelligence (AI) has become a significant factor influencing contemporary business, with important implications across various organizational domains. By mapping the literature on the impact of AI on modern business, this article seeks to identify relevant studies and classify them according to key areas of application, including business efficiency and innovation, user experience, data analysis and decision-making, as well as issues related to ethics, security, and the risks of AI adoption. The study is based on a systematic approach to reviewing existing literature, applying established scoping review methodologies to identify and select relevant studies and research. We have highlighted certain limitations and gaps in the existing body of research, which could serve as a foundation and starting point for further investigation. Finally, the article presents a set of conclusions and proposes potential directions for future research.

Human resources - that is, the set of knowledge, skills, abilities, experience and creativity of employees - is one of the most important resources of the modern economy. The knowledge, ability and innovation of workers influence the growth of productivity, which directly contributes to increasing the competitiveness of companies and the economic growth of the country. In modern economies, material resources (such as land, capital or technology) are no longer crucial - it is the human factor that enables these resources to be used optimally. At the micro level, human resources are key to a company's competitive advantage, while at the macro level, it is the basis of national competitiveness and sustainable development.