1. The Influence of content marketing on purchase decisionsJasenka Haleus, Armand Faganel, 2026, original scientific article Abstract: Research Question (RQ):This study addresses how content marketing can be clearly defined and applied, particularly for organizations that are in the early stages of adoption or have not yet implemented it, with emphasis on its key elements, interaction with consumers, and its influence on consumer purchase decision-making.Purpose:The purpose of this research was to examine the influence of content marketing on consumer purchase decisions. The aim of the research was to highlight the importance of content marketing in terms of strategic marketing planning and its impact on achievingeffective and competitive marketing organizations.Method:The research is based on a primary empirical quantitative approach. It was conducted on a sample of 128 students and younger employed persons from the city of Zagreb. Various scientific research methods were used, including analysis and synthesis, abstraction and concretization, generalization and specialization, inductive and deductive methods, classification, description, and statistical methods. For hypothesis testing, univariate and bivariate analyses were applied, particularly correlation and regression analysis.Results:The research results showed a statistically significant and positive influence of content marketing on consumer purchase decisions (p < 0.001). Regression analysis confirmed the predictive ability of content marketing in shaping purchase decisions, which also confirmed the research hypothesis.Organization:The findings of the research have important practical implications for managers and marketing experts, as they show that content marketing is an effective strategy for increasing company performance, creating greater value for consumers, and achieving competitive advantage in the market.Society:The research highlights the role of digital communities and viral communication in shaping new social dynamics that extend beyond individual consumer behavior to broader societal interactions.Originality:The originality of the research lies in the development of a simple research model for examining the influence of content marketing on purchase decisions. The study contributes to the understanding of this relatively new field and opens possibilities for the further development of this research domain.Limitations / Further Research:The study is limited by a relatively small sample size and cross-sectional design, which restricts generalization and longitudinal analysis. Future research should include larger samples and longitudinal approaches.
Keywords: content marketing, consumer behaviour, purchase decisions, digital marketing, viral communication, marketing strategy, online communities, decision-making
Published in RUP: 12.06.2026; Views: 69; Downloads: 2
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2. Nurses’ moral decision-making in practice through Kantian duty ethicsMirko Prosen, Nađa Antonić, Ema Sovinec, Mitja Zdovc, Sabina Ličen, 2026, original scientific article Abstract: Background: Nurses frequently encounter ethical dilemmas, moral distress, and situations in which they must balance professional duties, personal values, and organizational constraints. Deontological ethics, particularly Kant’s ethics of duty, offers a normative framework that emphasizes moral action grounded in duty rather than consequences. However, limited empirical research explores how nurses understand and enact Kantian principles in everyday clinical practice. Research aim: To explore how nurses understand and enact principles of Kant’s ethics of duty in clinical decision-making and how this philosophical framework shapes their moral judgement, sense of duty, and professional integrity. Research design: A qualitative descriptive research design. Participants and research context: Between November and December 2025, 17 nurses were recruited from various clinical settings in Slovenia through purposive sampling. Data were collected through semi-structured in-person interviews focused on moral decision-making, professional duty, moral autonomy, and institutional constraints. Braun and Clarke’s thematic analysis approach was employed to analyze the data. Ethical considerations: The study was approved by the university ethics committee. Participation was voluntary and anonymous, and written informed consent was obtained from all participants. Findings: The data analysis developed five major thematic categories: perceptions of the demands and responsibilities of nursing work, understanding of duty and professional ethics, ethical decision-making and moral autonomy, the emotional dimension and humanized nurse–patient relationships, and organizational conditions and systemic ethical challenges. Conclusions: The findings suggest that nurses largely enact Kantian ethics of duty through internalized professional values and commitment to patient dignity. However, organizational and systemic factors significantly limit their capacity for autonomous moral action. Strengthening ethical practice in nursing requires improved working conditions, enhanced professional autonomy, and structured support through ethics education, supervision, and team-based ethical reflection
Keywords: nursing ethics, moral decision-making, Kantian duty ethics, professional autonomy, ethical dilemmas
Published in RUP: 07.06.2026; Views: 105; Downloads: 7
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3. Multicriteria model of shore excursions sustainability in the frame of system dynamicsTaja Maček, Tadeja Jere Jakulin, 2025, original scientific article Abstract: The paper introduces a fresh perspective on the intricate relationship between the destination, guests, and shore excursions. Despite its significance, the shore excursion product has been a relatively unexplored area in academic literature. Our research, therefore, sets out to define the attributes that form the bedrock of the basic sustainability indicators in tourism, with a specific focus on cruise shore excursions. We aim to pinpoint the parameters contributing to the most sustainable shore excursion for cruise passengers. This will be followed by constructing a comprehensive system dynamic structure that reflects the correlations between these parameters and their interdependency, thereby identifying areas that warrant further academic research.
Keywords: shore excursions, cruise tourism, sustainability, system dynamics modelling, multicriteria decision-making
Published in RUP: 05.02.2026; Views: 405; Downloads: 2
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4. Gender role reversal in gig economy households : a sociological insight from Southeast Asia with evidence from PakistanDaraz Umar, Štefan Bojnec, Younas Khan, 2025, original scientific article Abstract: The rapid growth of the gig economy and digital platforms is challenging traditional gender roles, particularly in developing countries where structural inequalities continue to shape labor and household dynamics. Despite growing global interest in gender equity and digital inclusion, limited research has examined how gig work, digital access, and women’s income contributions interact to influence household gender dynamics within culturally conservative contexts. This study aimed to investigate the multidimensional impacts of women’s participation in gig work on time use redistribution, intra-household decision making, gender ideology, and role reversal within households in Pakistan. Using a cross-sectional survey design, data were collected from a representative sample of married couples engaged in the gig economy across urban and peri-urban areas of Pakistan. A quantitative analysis was conducted employing a combination of an analysis of variance, ordinal logistic regression, hierarchical multiple regression, and structural equation modeling to evaluate the direct and indirect relationships between constructs. The findings revealed that women’s gig work participation significantly predicted enhanced digital access, greater income contributions, and increased intra-household decision-making power. These, in turn, contributed to a measurable shift in gender ideology toward equality norms and a partial reversal of traditional gender roles, particularly in household labor division. The study concludes that the intersection of economic participation and digital empowerment serves as a catalyst for progressive gender restructuring within households. Policy implications include the need for gender-responsive labor policies, investment in digital infrastructure, and targeted interventions to support empowering women in non-traditional work roles.
Keywords: gig economy, digital inclusion, women's empowerment, gender ideology, intra-household decision making, role reversal
Published in RUP: 04.02.2026; Views: 462; Downloads: 5
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5. Transparent Persona Generation With LLMs : An Evidence-based and Traceable Method for User-centred DesignBojan Blažica, Manca Topole, Marko Debeljak, 2025, independent scientific component part or a chapter in a monograph Abstract: Personas are a cornerstone of user-centred design, but traditional methods for developing them are difficult to validate, prone to bias and labour-intensive. Data-driven approaches have improved scalability, but often lack the narrative richness and empathy that make personas effective. We present a methodology that uses large language models (LLMs) to accelerate the creation of personas while underpinning and constraining the results with contextual and empirical data. Our approach emphasises transparency and traceability: each generated persona attribute can be linked to its source material, including project documentation, workshop transcripts, survey results or other contextual corpora. By combining the narrative strengths of LLMs with the rigour of an evidence-based foundation, the method generates personas that are both descriptive and verifiable. We present a five-step workflow methodology: (1) generation of persona candidates from contextual data using LLMs, (2) iterative refinement to ensure representativeness of personas, (3) selection of the most relevant profiles through expert evaluation, (4) design of detailed persona profiles, and (5) enrichment with empirical evidence to ensure traceability and validation. The methodology is illustrated with a case study from the field of soil health, but can also be applied to other design contexts where alignment between different stakeholders is crucial. We argue that this approach positions LLMs not as a substitute for human expertise, but as an accelerator of persona work that improves accountability, reduces bias and facilitates communication in collaborative design processes.
Keywords: personas, large language model, traceability, user-centered design, decision support systems
Published in RUP: 30.01.2026; Views: 633; Downloads: 7
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6. Predicting Italian students’ mathematics outcomes : a decision tree regression analysisDaniel Doz, Darjo Felda, Mara Cotič, 2025, original scientific article Abstract: The present paper aims to investigate the factors that influence the achievements of Italian students on the National Mathematics Assessment INVALSI. The study is a quantitative non-experimental research and utilizes the Decision Tree Method (DTM), a data mining and machine learning approach, to analyze the relationships and interactions among the variables and their influence on students’ mathematics performance. The sample for the study consists of 15,344 grade-10 students who took the INVALSI test in the school year 2021/22. Findings show that school typology had the highest relative importance, followed by students’ school grades in mathematics, socioeconomic status, geographic macroregion, gender, age, and, finally, origin. Based on these results, policymakers and educators should prioritize interventions that enhance educational environments and individual academic proficiency, particularly focusing on school type, mathematics grades, and students’ ESCS, to improve student achievements and promote deeper learning.
Keywords: INVALSI, decision tree, cross-validation, mathematics
Published in RUP: 19.01.2026; Views: 544; Downloads: 12
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