Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. This study examines how trust and ethical perceptions, familiarity and exposure to AI, digital consumer behavior, and identity concerns shape acceptance of AI-based personalized advertising. The analysis draws on data from 650 Greek consumers, collected through a mixed-mode survey (online and paper), and tested using logistic regression models with demographic characteristics included as controls. The results show trust and ethical perceptions of acceptance as factors, while familiarity with AI tools also supports positive attitudes once trust is established. In contrast, digital consumer behavior played a smaller role, and identity-related consumption was negatively associated with acceptance, reflecting concerns about autonomy and self-expression. Demographic factors, such as age and income, also influenced responses. Overall, the findings suggest that acceptance of AI in marketing is not only a technical matter but also a psychological and social process. This study highlights the importance for firms to build trust, act responsibly, and design personalization strategies that respect consumer identity and ethical expectations.

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, their ethical purchasing behavior. Data were collected from 505 Greek consumers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement instruments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts the consumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI rust to ethical consumption. By integrating ethical and technological dimensions within a single behavioral model, the study provides a more comprehensive view of how consumers form attitudes toward AI-enabled marketing. Overall, the findings highlight that transparent and responsible AI practices can strengthen brand credibility, foster ethical engagement, and support more sustainable consumer choices.

The modern literature examines the debate concerning the influence of modern marketing services in schools. In this context, the need arises to evaluate how educational marketing finds resonance in secondary schools and how this is beneficial to the school community. This study examined the mediating role of educational marketing in schools, focusing on whether schools adopt its principles with consideration for the needs of students and parents and whether these efforts have been embraced by the entire school community. Data were collected from 350 teachers who work in public schools in Greece. t-tests were used to test the hypotheses under review. The results detected a strong relationship between modern marketing services and the educational process.

This paper examines the organizational competitiveness and strategic transformation of an elite professional football entity in the Greek Super League during the period 2018–2020, using Panathinaikos as a case study within a comparative framework including Olympiacos, AEK, and PAOK. This period marked a phase of enforced reorientation for Panathinaikos due to UEFA sanctions for overdue debts and the club’s exclusion from European competitions, which resulted in extensive squad renewal and increased reliance on academy-developed players. The aim of the study is to identify the factors shaping Panathinaikos’ strategic position, diagnose the causes of its lagging performance, and suggest directions for strategic repositioning. To this end, a multi-criteria framework based on the Analytic Hierarchy Process (AHP) is employed, integrating qualitative assessments, expert judgements, and quantitative performance indicators through pairwise comparisons, weight calculations, and consistency checks. The analysis is based on a conceptually original model that defines the Football Organization as an integrated system composed of two interdependent subsystems: the Football Club and the Football Team (competitive subsystem). This approach highlights that league standings do not always reflect overall performance dynamics, as they are influenced by both organizational and on-field factors. The findings indicate that Panathinaikos is lagging behind in key areas and that a structural discontinuity between the Club and the Team limits strategic coherence and the ability to create a sustainable competitive advantage. The study concludes with proposals for restructuring and strategic repositioning, while the proposed model functions as a transferable decision-support tool for assessing organizational competitiveness, with broader applicability to complex organizational systems beyond professional football.

Background/Purpose: In an increasingly competitive educational landscape, the school principal’s role has expanded beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school leadership remains underexplored. Our objective was to investigate how Greek secondary school principals perceive marketing’s key dimensions (Customer Orientation, Competitor Orientation, and Inter-Functional Coordination) within schools, in comparison to other school staff members. Design/Methodology: A cross-sectional survey design was employed, collecting data using a structured questionnaire adapted from Oplatka and Hemsley-Brown. The sample comprised 350 respondents, including school principals and teaching staff. One-way ANOVA, supplemented by Games–Howell and Kruscall–Wallis tests, was employed to examine group differences across the three dimensions of market orientation. Results: Our findings indicate that principals demonstrate a higher level of Customer Orientation than other staff. However, no significant differences were found in Competitor Orientation or Inter-Functional Coordination across roles. Conclusions/Novelty: The findings suggest that while principals play a key role in aligning school functions and engaging with internal stakeholders, their sensitivity to external competition remains limited. The study highlights the evolving nature of school leadership while showing that marketing strategies in Greek schools are insufficiently implemented, calling for research into how leadership training can enhance market responsiveness.

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consum-ers interact with digital content and evaluate ethical aspects of firms. This study examines how familiarity with and trust in AI influence consumers’ acceptance of AI-based adver-tising and their ethical purchasing behavior. Data were collected from 505 Greek consum-ers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement in-struments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts con-sumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI trust to ethical consump-tion. Overall, the study integrates ethical and technological dimensions into a unified be-havioral model, highlighting the central role of moral trust in shaping consumer behavior in the digital era. The conclusions emphasize that transparent and responsible use of AI in marketing can strengthen brand credibility, foster ethical engagement, and contribute to more sustainable consumption practices.