Purpose: Purpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approach: Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.Findings: Social media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.Practical implications: The study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.Originality/value: The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase intentions. Methods/Approach: The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to explore the hypothesised relationships between variables and the extent to which digital content marketing strategies influence purchase intention. Results: The study’s findings highlighted that content marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast, the results revealed that content marketing does not directly impact purchase intentions. Conclusions: The study’s results indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand awareness, customer retention, and electronic word of mouth. In essence, the complete impact of digital content marketing on purchase intention is realised through these indirect factors. The findings enrich the literature on digital content marketing and provide some practical implications for companies to invest more in this direction to improve their performance.

The purpose of this study was to establish the role of public audit in ensuring transparency and accountability in corporate governance under varying institutional systems. The analysis encompassed six companies from Austria, Germany, and Kosovo (two from each country), operating in strategically significant sectors – energy, telecommunications, and banking. The research period covered 2020-2024. A case study methodology, along with content analysis of audit reports, was applied to assess practices in response to audit recommendations. The findings revealed a systemic influence of auditing on managerial processes: in Germany and Austria, the implementation rate of audit directives reached 87.4% and 81.2%, respectively, accompanied by the digitalisation of reporting, adoption of blockchain solutions, and development of internal response plans. Companies in Germany and Austria utilised national e-reporting platforms and XBRL protocols, which facilitated timely audits and access to supporting documentation. In contrast, the implementation rate in Kosovo did not exceed 43.6%, with over 50% of audits still conducted on paper, significantly diminishing control effectiveness. The incidence of accounting violations, double recording of expenses, and documentation inconsistencies was higher among Kosovar firms. The results indicated a strong correlation between digital integration, organisational responsiveness to audit, and the quality of managerial adjustments: in German firms, the average time to respond to auditor remarks was reduced to 5 days, whereas in Kosovo it remained unchanged – over 21 days. The study proposes a conceptual model integrating digital, behavioural, and regulatory factors to explain audit effectiveness under institutional risk conditions. The findings are practically relevant for countries with transitional economies, particularly for developing digital control infrastructures and enhancing corporate reporting transparency.

This study aimed to explore how digital transformation and entrepreneurial marketing affect women business owners in an emerging country. The obtained data from business owners were analyzed using the Structural Equation Model (SEM) to determine how four dimensions of entrepreneurial marketing, together with digital transformation, affect firm performance. The study advances knowledge and provides a clearer understanding of how entrepreneurial marketing influences women's entrepreneurial intention. The research shows a strong link between the role of entrepreneurial marketing (EM) on women's entrepreneurial intention and a moderate effect of digital transformation (DT) on women's entrepreneurial intentions. To our knowledge, this is the first study to explore the role of entrepreneurial marketing and digital transformation on women's entrepreneurial intentions in an emerging country.