European Journals of Social Sciences Studies
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INVESTIGATING THE IMPACT OF AI ON PERSONALIZATION AND CUSTOMER ENGAGEMENT IN INTELLIGENT MARKETING STRATEGIES
Get PDFThe integration of Artificial Intelligence (AI) into marketing strategies has revolutionized the way businesses engage with consumers, enabling the delivery of hyper-personalized experiences through advanced data analysis, machine learning, and predictive modeling. This paper conducts a critical literature review of recent research (2020–2025) to examine the role of AI in enhancing personalization and customer engagement. By analyzing peer-reviewed articles, industry reports, and case studies, the review explores key developments in AI-driven personalization, recommendation systems, real-time engagement, sentiment analysis, and predictive analytics. It also addresses pressing ethical concerns, including data privacy and algorithmic bias, and evaluates the implications of these issues on consumer trust. Moreover, the paper identifies research gaps, particularly in the areas of long-term impact, ethical governance, and sector-specific applications. The findings suggest that while AI significantly improves marketing effectiveness, its adoption must be guided by transparent, ethical, and human-centered frameworks to maximize benefits and minimize risks. The paper concludes by proposing directions for future research and practical guidelines for responsible AI implementation in intelligent marketing strategies. JEL: M31; M15; C55; D83; L86 Article visualizations
A COMPREHENSIVE REVIEW OF CANADA'S DIGITAL GOVERNMENT INITIATIVES AND LESSONS FROM ABROAD
Get PDFCanada's digital transformation within government sectors faces significant challenges, including outdated technologies, limited financial resources, staff resistance, and cybersecurity concerns, which collectively impede the delivery of efficient public services. Despite increasing budget allocations, underutilization and skill shortages continue to slow progress. Comparatively, countries like Australia, South Korea, and Estonia have demonstrated successful digital government initiatives through decisive leadership, citizen-centric service design, robust cybersecurity, and strategic investments in AI and broadband infrastructure. Key success drivers include strong governmental leadership, public-private partnerships, continuous training, and transparent user engagement. Canada's performance measurement relies on key indicators such as service speed, user satisfaction, and cost savings, with notable successes like the Canada Revenue Agency's online tax filing system. However, challenges remain in enhancing internet access in remote areas and strengthening cybersecurity. By learning from international examples and focusing on strategic investments, skill development, and user-centered approaches, Canada can accelerate its digital government transformation to improve service delivery, increase public trust, and achieve operational efficiencies. Article visualizations
ROLES DES CHEFS D’ETABLISSEMENT DANS LA GESTION DES ECOLES SECONDAIRES CONVENTIONNEES CATHOLIQUES DE LA SOUS-COORDINATION DE MONT-AMBA A KINSHASA
Get PDFL’étude est partie du constat selon lequel, dans son travail de gestion quotidienne, le chef d’établissement joue des rôles. L’étude s’est fixée comme objectif d’évaluer les rôles des chefs d’établissement dans la gestion des écoles conventionnées catholiques de la Sous-coordination de Mont-Amba. De ce fait, trois questions, objectifs et hypothèses ont conduit l’expérience du terrain dans une approche qualitative basée sur la méthode d’enquête par questionnaire dans un échantillon raisonné ou par convenance de 120 participants. Les données, ainsi, collectées ont été traitées par l’analyse de contenu et l’analyse statistique. Les résultats ont montré que la quasi-totalité des agents administratifs a affirmé que les chefs d’établissement (CE) jouent des rôles très importants dans la gestion des établissements scolaires. Il s’agit de rôles pédagogiques qui sont les plus dominants que les rôles administratifs. Globalement, la maitrise des rôles par les chefs d’établissement ne dépendait pas significativement de leurs caractéristiques sociodémographiques et professionnelles. Dans le jeu des rôles, les CE font face aux divers défis. Article visualizations
ROTATION DU POUVOIR PROVINCIAL AU SEIN DES INSTITUTIONS POLITIQUES DECENTRALISEES - UNE ANALYSE PSYCHOPOLITIQUE DE L’EXPÉRIENCE KWANGOLAISE
Get PDFCette étude présente une lecture psychologique des données recueillies auprès d’un échantillon raisonné de 180 notables du Kwango sur leur perception de la rotation du pouvoir provincial expérimentée dans leur province, dans le contexte et à la suite du découpage territorial du Grand Bandundu. L’article interroge ce système en se servant d’une part, de l’interview semi-directive pour collecter des matériaux, et d’autre part, de l’analyse de contenu et statistique, avec des opérations simples (pourcentages) et complexes (test chi-carré), pour traiter les résultats. Il en ressort une opinion mitigée entre pro-rotations (47,8%) et anti-rotations (52,2%), alléguant que ce système institué par la classe politique, en l’absence de toute légitimation populaire, apporte plus de problèmes qu’il n’en résout, et ne peut être considéré comme une solution à l’instabilité des institutions provinciales au Kwango. Et ce, sans variation significative des réactions entre classes sociodémographiques, à l’exception du facteur « territoire ». Article visualizations
INFLUENCE OF THE URBANIZATION PROCESS ON THE SOCIO-ECONOMIC DEVELOPMENT OF THAI NGUYEN CITY IN THE PERIOD OF 2012 – 2024
Get PDFAfter Doi Moi, urbanization in Vietnam has taken place strongly in large cities, creating the effect of promoting this process to spread widely across provinces, regions and the whole country. Thai Nguyen City - the capital of Thai Nguyen province, the picture of urbanization has prospered, the urban economy has developed, road infrastructure, electricity and water, educational facilities, healthcare, environmental sanitation upgraded and renovated. However, the city is also facing challenges in the urbanization process, such as employment, housing, air and noise pollution, and urban management planning has not kept up with reality progress, not meeting the trend. Starting from the above theoretical and practical issues, proposing solutions to promote urbanization and development of Thai Nguyen city is urgent, meeting the goal of sustainable and prosperous urban development. Article visualizations
EVALUATING PORTFOLIO PERFORMANCE AND INVESTMENT STRATEGIES ACROSS PHILIPPINE AND GLOBAL MARKETS
Get PDFThis study offers a comparison of two core investment portfolios, "Classic" and "Next Gen," spanning the ten-year period from 2015 to 2024. The study evaluated ten investment strategies (sub-portfolios) using a set of performance metrics, such as the Compound Annual Growth Rate (CAGR), Maximum Drawdown (MDD), Sharpe Ratio, and Sortino Ratio. To provide a final ranking, a Multi-Criteria Decision Analysis (MCDA) was employed. The findings showed a clear performance divide: the Next Gen portfolio consistently and significantly outperformed, generating strong positive risk-adjusted returns and double-digit compound annual growth rates. On the other hand, although the Classic portfolio provided some downside protection during a particular market downturn, they were unable to produce significant capital appreciation, producing insignificant returns and negative risk-adjusted metrics. This superiority was validated by the MCDA framework, which ranked the Next Gen-Conservative as the best portfolio and strategy due to its excellent risk management and ideal balance of high returns. The study concluded that, in comparison to the underperforming traditional strategies examined, the Next Gen portfolio was a more effective and efficient model for long-term wealth creation for Filipino investors. JEL: G11, G15, C61, F21, O16 Article visualizations
INDEPENDENT LIVING FOR ARAB PEOPLE WITH SPECIAL NEEDS: THE SUPPORT SYSTEMS (EDUCATIONAL, SOCIAL, AND HEALTHCARE) FOR YOUNG ADULTS WITH SPECIAL NEEDS IN THE ARAB SECTOR IN ISRAEL
Get PDFThis research examines the effectiveness and sufficiency of the educational, social, and healthcare support systems for young adults with special needs in the Arab sector in Israel. This inquiry arises from the observation of service disparities and the need for culturally relevant support structures to aid or inhibit independent living. The research provides both theoretical and practical implications for a marginalized and vulnerable group. Using qualitative methods, data were collected from the semi-structured interviews and focus groups with a total of 40 participants, representing young adults with special needs and their families. In the findings, considerable structural deficits were identified: first, the educational support system is piecemeal and lacks long-term planning; second, social supports disconnect during the transition into adulthood, undermining social construction; and third, healthcare services remain inaccessible linguistically and geographically in the Arab sector. The study concludes that while there are legislative provisions for inclusion, these provisions remain inconsistent and disjointed. The recommendations for policy reform are based on the tenets of person-centered and culturally sensitive service delivery. The research contributes to the literature on disability and social policy, and provides a policy reform road map to institutional improvements and individuals’ empowerment (service users) in the Arab sector. Article visualizations
THE STUDY OF CAUSES AND EFFECTS OF COST CATEGORIZATION ON ENVIRONMENTAL MANAGEMENT ACCOUNTING (EMA) AT SIERRA MINERAL HOLDINGS LIMITED IN SIERRA LEONE
Get PDFThis research focused on the study of causes and effects of cost categorisation on Environmental Management Accounting (EMA) at Sierra Mineral Holdings Limited in Sierra Leone. Specifically, this study serves as a continuation of the previous article on environmental management accounting in volume one. It focused on the present environmental cost paid to produce environmental reports, developing a compliance strategy, and also taking a critical look at the use of knowledge management systems in environmental management accounting. The study made use of probabilistic sampling and a research design that caters to both primary and secondary data. The researcher made use of descriptive design surveys, and in addition, conducted interviews to obtain the required data for the research. This piece of work used business models like Ishikawa Model also known as the Fishbone diagram to analyze and interpret data. The findings of this study revealed that there is high compliance from Sierra Mineral Holdings Limited with payment on costs to produce environmental reports. The study developed an imaginary cause, and effects and came up with possible solutions to build a compliance strategy for Sierra Mineral Holdings Limited as they do not have an internal audit department. This study also discusses how a knowledge management system will improve performance in an organization. Article visualizations
THE PUBLIC SECTOR SHOULD BE NON-POLITICIZED
Get PDFThis policy brief examines the pervasive problem of political influence in North Macedonia’s public administration, focusing on how partisan appointments undermine institutional effectiveness, accountability, and public trust. Despite existing legal frameworks, the absence of a robust system for merit-based recruitment enables the persistence of nepotism and political favouritism across senior management positions. Drawing on empirical evidence and recent cases, the paper identifies key procedural weaknesses in selection and evaluation processes that compromise administrative performance. It argues for the adoption of a comprehensive Law on Senior Management Service to establish transparent, competence-based criteria for appointments and performance assessments. The proposed reforms—rooted in meritocracy, transparency, and accountability—aim to strengthen institutional capacity, improve service delivery, and restore citizens’ confidence in democratic governance. Article visualizations
L’ENJEU D’UNE INTELLIGENCE ARTIFICIELLE RESPONSABLE DANS L’ADMINISTRATION PUBLIQUE MAROCAINE
Get PDFL’atteinte de l’efficacité et de l’efficience de l’administration publique représente l’épine dorsale de tout développement, dont la réalisation des projets ambitieux passe inéluctablement par la réalisation de cette condition. A travers la vision éclairée de Sa Majesté le Roi Mohammed VI, que Dieu l’assiste, le Maroc a placé la performance de l’administration publique au cœur de ses réflexions, et cela s’est concrétisé par le lancement d’un grand chantier de sa modernisation, pour une meilleure qualité des services offerts aux citoyens, et une meilleure réponse à leurs besoins. Le pays s’est engagé également dans différentes réformes stratégiques et structurelles, à travers la mise en place et l’institutionnalisation de plusieurs démarches, outils et mesures managériales. C’est dans cette voie que le Royaume a fait ses preuves, en gagnant de grandes places importantes aux premiers rangs des différents systèmes de notations, sur la qualité des services publics rendus. Si la performance de l’administration publique est un trésor recherché, la numérisation de ses services s’impose en étant la clef, en passant par l’intelligence artificielle qui commence à devenir une priorité nationale, offrant un potentiel révolutionnaire et incontournable avec ses algorithmes, optimisant plusieurs coûts de fonctionnement et visant davantage l’efficacité et l’efficience escomptées, grâce à ses fonctionnalités innovantes ; c’est ainsi que le Maroc se montre comme un très bon élève qui a su mobiliser ses ressources et valoriser son capital humain, vers une société de plus en plus inclusive.The achievement of efficiency and effectiveness in public administration is crucial for all development, and the success of ambitious projects is inevitably contingent upon satisfying this prerequisite. Based on the enlightened vision of His Majesty King Mohammed VI, may God assist him; Morocco has prioritized the public administration performance through a modernized project aiming the improvement of the quality of services provided to citizens in order to meet their needs. The Nation has also engaged in various strategic and structural reforms, through the establishment and institutionalization of several approaches, tools and managerial measures. It is in this path that the Kingdom has proven itself by gaining significant positions at the top of the various rating systems on the quality of public services provided. If the performance of public administration is a sought-after treasure, the digitalization of its services is essential as being the key, through artificial intelligence which is starting to become a national priority, offering revolutionary and unavoidable potential with its algorithms, optimizing several operating costs and further aiming for the expected effectiveness and efficiency, thanks to its innovative features; this is how Morocco shows itself as a very good student which has been able to mobilize its resources and enhance its human capital, towards an increasingly inclusive society. Article visualizations