Pulevska ivanovska, Lidija
Preferred name
Pulevska ivanovska, Lidija
Official Name
Pulevska ivanovska, Lidija
Main Affiliation
Email
lidijap@eccf.ukim.edu.mk
22 results
Now showing 1 - 10 of 22
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Item type:Publication, Establishing balance between professional and private life of generation z(Faculty of Physical Education, Sport and Health in Skopje, Republic of Macedonia, 2017); ; ; Magdincheva Shopova, MarijaAchieving balance between life and work is an elusive ideal and considered to be a complete myth. But by making deliberate choices about which opportunities they will pursue and which they’ll decline, rather than simply reacting to emergencies, leaders can and do engage meaningfully with work, family, and community.As the world population is aging, consequently this issue imposes implication on human resource management in organizations. Generation Z is preparing to enter the labor market and managers will be facing new challenges in coping with generational differences.In that light, the main goal of this paper is to understand the main aspects of work –life balance and stressing the practical aspects of future professionals in the struggle to face a satisfied professional and personal life, mainly focusing on the newest generation Z.The main method used for gathering data for the purpose of this research is a questionnaire distributed among a population of students which are part of the generation Z. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, CONSUMER PERCEPTIONS TOWARDS DIGITAL SHADOW ECONOMY – EVIDENCE FROM NORTH MACEDONIA(2024-10); ; ; ; The informal economy is a global phenomenon and a threat to the entire world economy. Fueled by the rapid development of the digital economy and the increasing use of e-commerce worldwide, the informal economy is gaining momentum in the digital space as well. As volume, variety and velocity of transactions in the digital space increase rapidly, there is a growth of the number of illegal digital operators and platforms encouraging consumers’ involvement in digital shadow trade from different reasons. Undoubtedly, one of the biggest problems in the last decade is the difficulty to define and hence detect economic shadow activities, objects and entities in the digital space, which is the basis for the growth of the informal economy. Although in recent years the interest towards the forms, channels, features and scope of the digital shadow activities is increasing, there isn’t a clear understanding of digital shadow economy in the scientific literature. The variety of terms, interpretations, characteristics and aspects relevant to this phenomenon is rather wide, which determines the necessity to define the precise concept in order to detect, measure and reduce shadow activities in the digital space. Despite the prevalence of the informal exchange of goods and services in the digital space in both developing and developed countries, so far little is known about consumer attitude in this large and rapidly expanding market fueled by rapid technological advances. Hence, it is important to understand how consumers perceive the concept of digital shadow economy, are they aware of shadow economy in the digital space and how they behave online. The goal of this study is to discuss important aspects digital shadow economy and to analyze consumer perceptions towards this phenomenon in the country. It employs a quantitative research design, and a questionnaire as the instrument for data collection was distributed among more than 170 respondents. The findings provides relevant theoretical and practical implications and confirm moderate level of awareness of Gen Z towards digital shadow economy in our sample. The results also reveal some valuable insights about online consumer perceptions’ towards determinants of digital shadow consumption and what affects consumer attitude in online shopping channels. Regardless of the efforts to reduce the informal economy in the country, there is a lack of studies and empirical evidence on digital shadow economy from consumer perspective. This study contributes to the understanding of how Gen Z perceive the concept of digital shadow economy and hence can promote activities in rising awareness about the negative effects of shadow activities in the digital space, encouraging young online consumers on strong attitude in avoiding shadow channels in the digital space. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, IMPACT OF SOCIAL MEDIA ON SALES FUNNELS IN B2C AND B2B SEGMENTS IN THE REPUBLIC OF NORTH MACEDONIA(National and University Library of the Republic of Srpska, 2021-03-03); ; ; <jats:p>The research focuses on introducing social media platforms as either a complementary or main channel in the company sales funnel. Internet technologies and Web 2.0 continue to provide innovations in digital marketing, with the latest iteration being lead generation services through social media. Data shows that almost half of the world population is active on social media, with the new Generation Alpha being projected to be entirely online dependent and proficient in the use of new technologies. The paper provides an overview of the digitalization of sales funnels, as well as the benefits that social media platforms can offer if implemented correctly. Secondary data provides the basis for transforming sales funnels with social media, where previous research provides limited data on the effectiveness of these types of efforts. Primary data demonstrates that introducing social media platforms can provide improvements of up to 3 to 4 times in analyzed case studies, as well as the shorter time when deciding about purchase in use case scenarios. Social media advertising can also be utilized to shorten the sales funnel process and serve as a unified point of entrance and exit in the first few stages.</jats:p> - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Behavioral Archetypes of Gen Z in Gamified E-Government Apps(Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2025-12); ; ; Kiselicki, MartinThis study applies a segmentation lens to Gen Z participation in a gamified e-government app (MojDDV). K-means clustering of survey data (n=119) yields four archetypes—Super-Scanners, Socially-Influenced Actives, Casual Participants, Skeptical Habituals—that differ in trust, social influence, and scanning intensity. The contribution is to move beyond average-effect adoption models and show actionable heterogeneity: leverage advocates (Super-Scanners), reinforce peer norms (Socially-Influenced), nudge and simplify (Casual), and rebuild institutional trust (Skeptical). Limitations include single-country scope, self-reports, and sample size; future work should add robustness checks and external validation. Findings inform targeted policy and design for gamified public services. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, CORRELATION OF COVID-19 IN THE ONLINE PURCHASING PROCESS(Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2021-11-13); ; ; Boceva, BrankicaThe paper establishes the central point for researching factors that influence buying decisions in the online purchasing process. The benefits of e-commerce for both buyers and sellers place it as the default method of shopping in the near future. Through empirical research, e-commerce growth is being established as rapidly rising through recent years, which has been accelerated by specific factors introduced by the COVID-19 pandemic. Data shows that e-commerce is dependent on several different factors during normal circumstances, which also include the level of development of the country as one of the main precursors. The beginning of the COVID-19 pandemic influenced greatly the importance of these established factors for online purchasing, rendering many of them obsolete. The paper structures the research to outline the most relevant factors influencing online purchasing decisions pre-pandemic and during pandemic times, and to draw relevant conclusions and recommendations for future practical implementations of e-commerce models. Research shows that new factors need to be introduce in these types of abnormal times, as the nature of the pandemic made non-contact interactions the norm in the past year. By introducing the six stages of pandemic behavior, online retailers can better understand the factors influencing online purchasing process in pandemic times. Finally, specific recommendations can be made to improve the e-commerce acceptance both at industry and company levels. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, UTILIZING NARRATIVE DESIGN IN E-COMMERCE CAMPAIGNS(International Scientific Conference Economic and Social Development, 2021-12-02); ; The paper reseaches new and innovative methods for improving existing e-commerce and marketing strategies. As more businesses start their digital transformation during pandemic times, most efforts begin with the focus on marketing and e-commerce processes. This accelerated movement has created the opportunity to reach new potential consumers through new channels, so companies are focused on differentiating their offers on the market. Throughout the past years, there is extensive research on modeling an e-commerce and marketing strategy around product positioning (with the goal of giving the viewer context on how the product/service works and its intented benefits) versus modeling around narrative design (based around the creation of story-driven ads, placing the viewers in the middle and driving them through the sales funnel). The paper focuses on researching the effectiveness of product positioning, narrative design and interactive narrative design, as potential methods for the e-commerce landscape, through empirical research, secondary data and existing case studies on the topic. Data from the research shows that narrative design is dependent on a proper implementation to ensure its maximum potential, which can be followed as a model by companies. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Navigating Data Privacy, Security and Algorithmic Bias in Artificial Intelligence in E-Business for SMEs(2024-03-16); The primary objective of this study is to investigate the influence of artificial intelligence (AI) on electronic business (e-business), specifically in relation to the domains of data privacy and security. The objective of this study is to provide a comprehensive analysis of the evolution of artificial intelligence (AI) in the context of electronic commerce (e-business). This analysis will involve identifying the risks and problems that are connected with the integration of AI in e-business operations. Furthermore, this study will provide solutions that can effectively increase data protection measures and foster customer trust in e-business environments. This study utilizes a mixed-methods approach, integrating qualitative analyses with a comprehensive evaluation of relevant literature from domestic and foreign sources. The methodology employed in this study is a comparative approach to analyze various technical solutions and assess their alignment with stated benefits and constraints. This approach aims to facilitate a full understanding of the implications of artificial intelligence (AI) in the context of electronic commerce (e-business). The study's findings indicate that the integration of AI has a substantial impact on both customer experiences and operational efficiency. However, it also highlights the existence of certain hazards, including data breaches, cyberattacks, non-compliance with regulations, and insider threats. Mitigation strategies encompass a range of measures, such as data encryption, access controls, periodic security audits, personnel training, incident response planning, and adherence to privacy by design principles. Ensuring ethical considerations and promoting transparency are of utmost importance in establishing and maintaining customer trust. It is imperative to aggressively address issues related to algorithmic bias and discrimination. The significance of this study lies in its emphasis on the importance of resolving algorithmic bias and encouraging fairness in order to establish confidence and credibility in AI applications within the realm of e-business. The promotion of diverse development teams, ethical data management, regular bias audits, openness, constant monitoring, and rigorous regulatory frameworks are advocated in order to prevent discrimination and bias. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Design of an Intelligent System for Automated Personalization in B2B Sales Processes(UDEKOM Balkans, 2025-12); ; Ivan TrenchevThis paper explores the design of a semi-automated system for personalization in B2B sales, with a focus on the role of Sales Development Representatives (SDRs). The main issue addressed is the trade-off between quality and volume in the initial outreach to potential clients. Manual personalization produces relevant messages but is too slow and difficult to sustain at scale. Through detailed documentation of the practical SDR process at Semos Cloud, the paper identifies the key steps and data sources that lead to effective personalization. Based on these insights, a conceptual system design is proposed that integrates data collection, data enrichment, and automated message generation using language models. The system features a modular architecture, a user interface with human oversight, and ethical mechanisms ensuring transparency and privacy. The evaluation was conducted through a manual simulation of the future process. The results show significant improvements: a 3.46-fold increase in outreach volume, more than an 11-fold increase in response rate, and a reduction in message preparation time from 15 to 5 minutes. These findings confirm the practical value of the proposed system and justify its further implementation. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, ADVANTAGES OF IMPLEMENTING ARTIFICIAL INTELLIGENCE IN E-BUSINESS FOR CONSUMERS(2023-09); ; Dodevski, DarkoIn the contemporary e-business environment, the prioritization of great user experiences and exceptional customer service has emerged as a critical objective. This detailed investigation delves deeply into the tactics that provide the foundation for improving user interactions within digital platforms. This is an exploration of the dynamic landscape of digital commerce, highlighting the importance of design principles that prioritize user needs, advanced search capabilities, effortless navigation, and tailored customer assistance. The central focus of the paper is the crucial significance of user interfaces that include both intuitive qualities and a high level of responsiveness across diverse devices. The interfaces play a crucial role in fostering user engagement and cultivating consumer loyalty within the digital domain, serving as a fundamental basis for facilitating favorable interactions between businesses and their clients. E-businesses foster an inclusive and user-centric environment by providing mobile-friendly content and interfaces that accommodate a wide range of user requirements. This approach promotes user exploration, engagement, and retention. The subsequent analysis focuses on the development of site search mechanisms, emphasizing the transition from rudimentary keyword searches to sophisticated search algorithms, the introduction of faceted search options, the integration of visual search capabilities, the implementation of predictive search functions, and the increasing significance of voice search. These innovations operate in conjunction to transform the accessibility of items and services, improve the process of making purchases, and enhance overall user involvement. Users are able to easily find desired items, explore other options, and obtain pertinent information, all of which enhance the overall satisfaction and effectiveness of the e-commerce experience. The investigation ultimately penetrates into the realm of virtual assistants and chatbots, which are driven by artificial intelligence (AI). These digital entities provide both immediate assistance and a range of functionalities designed to improve the overall purchasing experience. Customers have the opportunity to get support, monitor their orders, stay informed about product availability, and participate in virtual trials for apparel or furniture, thanks to the implementation of augmented reality and virtual reality advancements. Fundamentally, these diverse techniques highlight the utmost significance of placing user-centricity, innovation in search and navigation, customization, and AI-driven support mechanisms at the forefront in order to provide seamless, captivating, and effective e-business experiences. In a continuously evolving digital environment, enterprises that use these components are more strategically positioned to fulfill user demands, foster client allegiance, and sustain their competitive advantage.
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