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Digital Technologies and Financial Innovations: Effect of AI and Blockchain
No full textThe application of digital technologies in the financial sector is producing an impact in a way that has not been seen before, enabling innovations in processes, structures and products. This application is increasing operational efficiency, improving services and generating more profit. Nevertheless, despite their potential, the adoption and integration of these technologies in the regional financial sector may face challenges such as limited digital infrastructure, regulatory constraints, and a lack of specialized expertise, potentially slowing innovation. The most popular technologies that we have included in this research are artificial intelligence (AI) and blockchain and distributed ledger technology (DLT). This study aims to analyze the tangible impact of these technologies on the development of financial innovations in the regional context. The research will be based on mixed approach, including quantitative analysis through surveys and case study evaluation. The results are expected to provide recommendations and interesting findings for the academic reader and for businesses in the financial sector
The Impact of AI-Generated Personalized Advertising on Consumer Trust, Privacy Violation Perceptions, and Purchase Intensity
No full textThe rapid adoption of artificial intelligence (AI) in digital advertising enables highly granular personalization but also raises consumer concerns about privacy and trust. This paper investigates how AI-generated personalization affects consumer trust, perceived privacy violation, and purchase intensity, and examines the moderating role of transparency about data use. Grounded in privacy calculus and trust formation theories, we propose and test a conceptual model in which perceived privacy violation mediates the relationship between AI personalization and purchase intensity, while transparency attenuates negative privacy perceptions and strengthens trust. We employ a mixed-methods design. First, a preregistered randomized online experiment (2 x 2 factorial: AI-personalized vs. non-AI-personalized × high vs. low transparency) will measure attitudinal outcomes (trust, perceived privacy violation, purchase intention) and observed behavioral proxies (click-through, simulated conversion) with an anticipated sample of N ≈ 400 participants. Structural equation modeling (SEM) will test mediation and moderation hypotheses. Second, we will triangulate experimental findings with behavioral log analysis from an e-commerce/A-B testing dataset (subject to partner collaboration), using difference-indifferences and hierarchical models to assess real-world effects on conversion rates and repeat purchase behavior. This study contributes theoretically by integrating AI personalization into privacy–trust frameworks and empirically by combining controlled experimentation with behavioral validation. Practically, it offers evidence-based guidance for marketers on balancing personalization gains and privacy-preserving transparency strategies. Findings aim to inform ethical, consumer-centered implementation of AI in advertising and suggest regulatory and managerial implications for sustaining long-term consumer trust
The Impact of Digital Advertising on Consumer Awareness of New Products
No full textDigital Advertising, as a modern and new type of promotion channel, has shown great transformation in product awareness and consumer behavior over the last decade. Consumers nowadays can access many digital platforms and are now more exposed than ever to marketing content, which plays a crucial role in shaping their awareness and perception of new products. The aim of this paper is to is to analyze whether digital advertising campaigns can effectively impact consumer awareness and perception for new products in Kosovo based companies. The research will focus on several fundamental aspects including the effectiveness of social media and online advertising, the impact of personalized content, and the engagement generated through these platforms for new products. The methodology used for this paper is based on quantitative data analysis. The study population consists of 210 randomly selected respondents who represent the group of consumers who are active in using digital marketing such as advertising on social networks. Data was collected through a structured questionnaire distributed to respondents to gather relevant information on the topic. To examine the impact and relationships between variables, the data were analyzed using a regression model. The results showed a strong relationship between the frequency of exposure to digital advertising and increased awareness of new products. Although businesses in Kosovo and beyond are increasingly investing in digital campaigns, it remains unclear which strategies are most effective in driving consumer awareness and engagement
Impact of the COVID-19 Pandemic on Public Procurement and Market Prices
No full textThe COVID-19 pandemic exposed the structural weaknesses of the public procurement system in many countries, including the Republic of Kosovo. From the lack of analytical capacities for price forecasting, to the lack of effective oversight in emergency contracts, the need for deep reforms was observed. The future of public procurement is not simply a matter of faster procedures or lower costs. Kosovo, through investments in digital systems and human capacities, has the opportunity not only to follow European models, but to be an example in the region for smart, and data-driven procurement. The COVID-19 pandemic constitutes one of the most important and shocking events for global supply chains, with profound effects on public procurement systems at the international and local levels
Labor Rights and Financial Implications for SMEs in Kosovo during the COVID-19 Pandemic
No full textThe COVID-19 pandemic posed unprecedented challenges for developing economies, fundamentally testing the resilience of labor market structures and the adaptability of the workforce. In Kosovo, small and medium-sized enterprises (SMEs), which represent the cornerstone of the national economy, were disproportionately impacted by stringent public health restrictions, limited access to finance, and persistent uncertainty This study seeks to provide a comprehensive analysis of the extent to which labor rights and social protection mechanisms were exercised during the pandemic, as well as to assess the broader financial and socio-economic implications for SMEs. The findings indicate pervasive informality in employment relations, coupled with significant barriers to accessing state support schemes. More than 60% of workers experienced temporary or permanent job loss, while a considerable number of enterprises reported severe financial distress, in many cases leading to insolvency due to their inability to sustain payroll obligations Nevertheless, a subset of businesses that adopted flexible work arrangements or engaged in minimal digital transformation demonstrated relative resilience, developing adaptive models that enabled continuity under crisis conditions. The study underscores the critical need for institutional reforms aimed at strengthening the enforcement of labor rights, enhancing social protection coverage, and establishing more effective state intervention mechanisms to mitigate risks in future emergencies
BUSINESS FINANCIAL INFORMATION SYSTEMS
No full textAn information system is a combination of software, hardware, and telecommunication networks to collect useful data, especially in an organisation. Many businesses use information technology to complete and manage their operations, interact with their consumers, and stay ahead of their competition. Some companies today are completely built on information technology.
Well designed and implemented business information systems should provide the information management and outside parties need to make informed and timely decisions about the operating health of the company. Business considers the need to have information available to assess the profitability of a new product they are selling or their bank needs timely and accurate financial information about the company to assess the borrowing capacity before the owner undertakes a significant expansion
Classifying the Unwritten City: Towards a Structured Historiography of Prishtina’s Urban Development
No full textThe urban history of Prishtina remains a largely underexplored field, with existing scientific work constrained to a handful of books, scattered articles, and limited archival materials, including urban planning maps and public infrastructure projects. Despite the city’s central role in Kosovo’s social and political transformation, and spatial evolution—particularly during the Yugoslav Modernist period— its urban historiography remains fragmented and unclassified, with researchers, architects, and planners still lacking a systematic literature review and structured classification of available sources. This paper aims to fill this gap by conducting a comprehensive search and categorization of the scarce documentation on Prishtina’s urban history. Drawing upon resources from the Prishtina City Museum, Municipal Archives, and rare academic contributions, the study identifies, evaluates, and organizes these materials to establish a coherent foundation for future research. By providing the first professional classification of Prishtina’s urban historiography, the paper highlights critical knowledge voids, outlines thematic research pathways, and offers an essential tool for advancing scholarly and professional debates on the city’s historical urban development
Thermo-Mechanical Behaviour of a Long-Span Precast Industrial Building
No full textFire safety in precast concrete industrial buildings is a key concern in structural engineering due to their complex thermo-mechanical behaviour under high temperatures. This study examines how different modelling strategies and fire scenarios affect their global structural response, supporting performance-based design and safety evaluation. A representative precast building, composed of reinforced and prestressed concrete elements, is analysed through finite element simulations using SAFIR software. The ISO 834 nominal fire curve is compared with natural fire scenarios with load equivalent to 60 and 120 minutes of nominal fire duration. Both 2D and 3D models are developed, accounting for second-order effects, prestressing, and self-stresses arising from thermal gradients and structural restraints. The results highlight the significant influence of modelling assumptions and fire conditions on the predicted performance, underscoring the need for realistic simulation approaches in the fire safety assessment of precast concrete industrial structures
New Method of Proportional Prestress Tendon Line (MPPTL) for Continuous Prestressed Concrete Beams with Non-Concordant Cables
No full textThis paper presents a new physically consistent analytical approach for continuous prestressed concrete (PSC) beams with non-concordant tendons — the Method of Proportional Prestress Tendon Line (MPPTL). Unlike traditional approaches (Lin [1], Eurocode 2 [2], CEBFIP [3]), which describe moment redistribution empirically, the MPPTL introduces a physical parameter λ–θₚ that correlates the proportional displacement of the prestress tendon line (compression line) with the development of plastic rotation. The method ensures energy balance between the support and midspan regions, establishing a continuous transition from elastic to plastic behaviour. An upper limit for λₘₐₓ is proposed according to the Eurocode 2 redistribution limit (ΔM/M ≤ 30%), ensuring both physical realism and code compliance. Validation agains excellent agreement with deviations under 5%
Integrating Seismic Survey Data with Zoning Maps for Enhanced Urban Safety and Structural Resilience
No full textDesigning a safe and earthquake-resistant environment in seismically active regions requires detailed consideration of the seismic characteristics of urban areas. This study reviews the current frameworks for earthquake risk resistance in urban areas, highlighting the critical role of integrating seismic survey data with seismic zoning maps. Such integration is essential for designers to enhance resident safety and minimize structural damage. Therefore, it is necessary to holistically integrate seismic, geotechnical, geological, topographic, and design data to provide architects and planners with relevant and practical information for construction and land-use planning. Despite this, many cities in Kosovo, located in active seismic zones, lack a balanced and comprehensive urban planning approach to mitigate earthquake vulnerability. Detailed seismic study, based on area-specific seismic response, is crucial for new settlements and sustainable long-term urban planning. This requires employing integrated geophysical, geological, and geotechnical methodologies to better understand the mechanisms behind seismic wave amplification in subsurface layers and their role