Research

In the coming years, Artificial Intelligence (AI) is set to make a profound impact on higher education, particularly within the field of Public Relations (PR). This surge in the adoption of AI technologies in academia is fuelled by compelling factors. AI is on the verge of transforming PR practices, elevating the efficiency and effectiveness of communication strategies. The data-driven prowess of AI equips PR professionals with enhanced capabilities to understand and engage with target audiences, tailor messages with precision, automate routine tasks, such as content creation, social media management, and data analysis, and liberate practitioners from administrative burdens. 

Unsere moderne Gesellschaft bringt durch den Einsatz moderner Technologien und das Voranschreiten der Automatisierung eine neue Art der Kommunikation zwischen Milliarden ihrer Mitglieder hervor. Aufgrund der technologischen Entwicklungen der letzten Jahre ist mittlerweile mehr als die Hälfte der Menschheit in den wichtigsten Bereichen des öffentlichen Lebens eingebunden – in einigen Ländern die Mehrheit der Bevölkerung. Dies stellt einen kolossalen Schritt in der Entwicklung der Zivilisation dar und kann mit Blick auf die wirtschaftlichen, politischen und sozialen Auswirkungen mit der Entstehung der Schrift verglichen werden. 

Today we live in an age of chains and the disappearance of hierarchical structures, in which companies create products and services for the future when the strategic role of communications develops and modifies in correspondence with the dynamics of a global transformation. To meet increasing expectations, public relations and marketing professionals attempt to enhance their toolkit by joining a variety of technological solutions to make their work more efficient. The aim of the article is to present the point of view of Bulgarian communication specialists, as well as to synthesize the vision of European and global professional organizations on the topic. 

The adoption of electronic trading platforms by organizations in developed countries has progressed significantly in the second decade of the XXI century. Today, as a digitalized industry model, e-commerce has become one of the main forms in the recent corporate environment and occupies an important position in economic growth through its distinct advantages. This article explores the technological developments and the effective promotion of online shopping, as well as the specific communication in the so-called. B2B platforms.

Business, education, and community organizations perceive digital solutions as an effective way to stay relevant in an increasingly competitive world in which the involvement of consumer attention and communication through various forms of communication prevails. This publication focuses on current practices with the question of what tomorrow’s event is, how hybrid it is, and how it uses user interaction, as well as the position of empathy in the virtual environment.

The article explores trends in measuring the effectiveness of digital campaigns of global corporate structures by evaluating current analytical tools. A definition of a digital campaign and the conditions under which it performs are proposed. The article is based on theoretical sources from the past decade.