The aim of this paper was to investigate the level of influence of online media on the parents’ attitudes toward vaccination of children in three countries of the Western Balkans—Montenegro, Serbia, and Bosnia and Herzegovina, in order to use the potentials of this form of communication effectively and efficiently. Online media are a critical factor of influence on the formation of attitudes in many areas of modern society, which is why their proper use plays an important role in strengthening vaccine confidence and which may further contribute to improvement of public health. On the other side, having in mind the fact that communication is an integral part of marketing, it is clear that social marketing has an extremely important role regarding the analyzed topic, especially because of the fact that social marketing activities tend to change or maintain people’s behavior for the benefit of individuals and society as a whole. For the purpose of this research, a conceptual model was developed. Quantitative research was conducted online in the first quarter of 2020 using the survey method. Statistical analysis was applied to data collected from 1593 parents in the analyzed countries. The relevance of the hypotheses was tested using standard statistical tests, ANOVA test, eta coefficient, and logistic regression. The research showed that all analyzed variables from the model have a significant impact on the parents’ attitudes toward the vaccination of children and that they correlate with the degree of trust in vaccines. The results also approved that online media have a significant influence on the formation of parents’ attitudes toward the vaccination of children (obtained values of eta coefficient η² = 0.216, η² = 0.18, η² = 0.167, η² = 0.090, reliability Cronbach’s Alpha 0.892), which confirms the importance of the use of social marketing in order to direct communication properly and to strengthen the level of trust in vaccines. Additionally, the results of logistic regression showed that the following groups of parents are particularly vulnerable to the influence of online media on attitudes toward vaccines: women, parents of younger age (“millennials”), and parents who are in common law marriage, as well as parents who have more children. In addition, the results showed that there is no statistically significant difference in the attitudes of parents in the observed countries (η² = 0.000, F = 0.85). Based on the results of the research, the authors suggest that decision makers should pay more attention to modern forms of online communication and social marketing in order to use their potential for improvement of public health, as well as avoid the harmful impact that certain forms of communication may have on the formation of attitudes and loss of confidence in vaccines. The findings provide an important contribution for public health policy makers to identify and understand properly the impact of online media and social marketing and thus to better adapt their initiatives to changes in modern society.

The aim of the proposed study is to present the partial results of a research study on the organizational climate in vocational schools as perceived by teachers. Special attention is paid to the applied leadership style by school leaders, and the existence of associations between school leaders’ and teachers’ behaviour in schools. Organizational climate was measured by the standardized OCDQ-RS adapted to the conditions of the Slovak educational environment on the sample of 474 vocational schoolteachers. The scale measures five dimensions: Supportive principal behaviour; Directive principal behaviour; Engaged teacher behaviour; Frustrated teacher behaviour; and Intimate teacher behaviour, allowing for calculation of the Index of school climate openness, which is an indicator of the quality of the organizational climate. The obtained results confirmed the existence of associations between teacher and principal behaviour and school climate openness. It can be assumed that the applied leadership style in an institution can affect the quality of interpersonal relationships and teacher behaviour both in positive and negative directions. Therefore, it is important to pay attention to building favourable organizational climate in schools, which represents a challenge for school leaders and educational systems that should provide school leaders with sufficient learning opportunities in the field of school leadership.

This paper deal with the actual task of semantic analysis for information and communication threats detection of online service users. The increasing popularity of new Internet technology trends within common Internet social communication areas create information and communication threats for users. Therefore, generating of new and adaptation to existing identification methods of all dangerous threats are crucial tasks. Identification of those threats allows determining the ways of their avoiding. The computer and lingual analysis of content, users’ accounts personal data authentication, consolidation and analysis of users’ information tracks and their communication behavioral models in the Internet social areas allows the identification of modern information and communication threats. The existing research methods have fragmentary problem solving and theoretical character. The results of such researches generally are not practically tested. The integrated approach to the detection of dangerous threats that make negative impact on internet users is the basis for generating the information and communication threats countermeasures. The prospective users of developed methods and means are: the owners and developers of technical instruments for social areas organization; the owners of internet-portals; PR specialists; security services and law enforcement agencies officers; mass media and public safety agencies; politicians, journalists, marketing specialists, advertisers, sociologists, psychologists, scientists, and the average users of internet communication areas.