https://www.um.edu.mt/library/oar/handle/123456789/4761 Mon, 01 Jun 2026 05:35:41 GMT 2026-06-01T05:35:41Z https://www.um.edu.mt/library/oar/handle/123456789/146980 Title: From Avatar to checkout : how Metaverse experiences shape real-world purchasing intentions Authors: Białas, Karolina Abstract: PURPOSE: The aim of this article is to identify and multidimensionally assess the psychological and strategic mechanisms that cause immersive brand experiences in the metaverse to shape consumers' purchasing intentions towards physical products in the real world. The study focuses on the decomposition of the spillover effect and the analysis of the role of the avatar as a key mediator in the decision-making process.; DESIGN/METHODOLOGY/APPROACH: The study used a systematic literature review methodology and a synthesis of the results of the latest empirical research, including structural equation modelling (PLS-SEM) and necessary conditions analysis (NCA). The Stimulus-Organism-Response (S-O-R) model, social presence theory, extended self theory, and the concept of psychological ownership in the context of virtual environments were integrated.; FINDINGS: The analysis proves that the decision-making process in the metaverse is chainlike: interactivity and telepresence build trust and brand awareness, which leads to active engagement. A key finding is the confirmation that identification with an avatar influences purchasing intentions in the real world through the psychological mechanism of ownership of virtual objects. It has also been shown that gamification of marketing activities not only increases the hedonic value of a brand, but also builds resistance to negative information.; PRACTICAL IMPLICATIONS: The results suggest that companies should integrate the metaverse as part of their omnichannel strategy, using it as a tool to reduce purchasing risk through virtual testing (trialability). Marketers should focus on enabling deep personalisation of avatars, as investment in the consumer's digital "self" translates directly into sales of physical products.; ORIGINALITY/VALUE: The article proposes a new approach to the ROPO effect in a three-dimensional environment, pointing to the metaverse as a key virtual-to-physical bridge and empirically proving that virtual ownership is a strong predictor of real loyalty and purchasing behaviour. Thu, 01 Jan 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146980 2026-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146952 Title: The impact of dark AI patterns on consumer purchase decisions and impulsive buying Authors: Gąsiński, Huber; Szymoniuk, Barbara; Maciaszczyk, Magdalena; Kocot, Maria; Soboń, Janusz; Baldowski, Dominik; Kandefer, Krzysztof Abstract: PURPOSE: The purpose of this study is to examine the relationship between consumers’ susceptibility to artificial intelligence-based manipulative mechanisms (Dark AI Patterns) and the level of impulsive buying behavior in an e-commerce environment.; DESIGN/METHODOLOGY/APPROACH: The study employed a survey method conducted in 2025 among 429 online shoppers. Two composite indices were constructed to measure susceptibility to Dark AI Patterns and impulsive buying behavior. The relationships between variables were assessed using Pearson’s correlation coefficient.; FINDINGS: The results indicate a moderate level of both susceptibility to AI-based manipulation and impulsive buying, as well as a statistically significant positive relationship between these variables.; PRACTICAL IMPLICATIONS: The findings highlight the need for responsible design of e-commerce systems and for limiting excessively persuasive algorithmic techniques in order to reduce the risk of uncontrolled purchasing decisions.; ORIGINALITY/VALUE: The study integrates research on impulsive buying with the analysis of the manipulative potential of artificial intelligence and provides empirical evidence demonstrating the interdependence between these phenomena. Thu, 01 Jan 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146952 2026-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146950 Title: The effectiveness of security management systems in public organizations : a cybersecurity perspective Authors: Chodyka, Marta; Wojciechowska-Filipek, Sylwia; Ciekanowski, Zbigniew; Chrząszcz, Aneta; Żurawski, Sławomir Abstract: PURPOSE: This article aims to assess the effectiveness of security management systems in public organisations using statistical data and institutional reports, with particular emphasis on the relationship between the maturity of these systems and the level of threats, including cybersecurity threats and incidents. The article aims to fill a research gap in the empirical analysis of the actual functioning of security systems in the public sector.; DESIGN/METHODOLOGY/APPROACH: The research was conducted using triangulation of research methods. Statistical data from institutional reports, document analysis (control and audit reports), comparative methods and analysis of scientific literature on security management, risk management and organisational resilience were used. The main research problem was formulated as follows: to what extent does the maturity of security management systems affect the level of threats and the effectiveness of public organisations' responses? The research hypothesis was that public organisations with more mature security management systems have fewer security incidents, shorter response times, and greater organisational resilience than entities with fragmented or informal security systems.; FINDINGS: The study indicates a clear relationship between the maturity of security management systems and the level of risk in public organisations. Entities with integrated security systems, regular risk analyses, functioning audit mechanisms, and a developed security culture are characterised by fewer incidents (including cybersecurity incidents) and a higher effectiveness in responding to threats.; PRACTICAL IMPLICATIONS: The article contributes to research on security management in the public sector by empirically confirming the importance of system maturity for organisational resilience.; ORIGINALITY/VALUE: The results also have a practical dimension and can serve as a basis for improving security management systems and data-driven decision-making in public organisations. Thu, 01 Jan 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146950 2026-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146916 Title: Sponsorship as a fuel for emerging female football : stakeholders’ perspective Authors: Portugal, Rui Fernandes; Perechuda, Igor Abstract: PURPOSE: This study examines how sponsorship influences the development, visibility, and professionalisation of women’s football in Portugal, with particular attention to the Liga BPI. The research explores how sponsorship is perceived by key stakeholders and assesses the extent to which Corporate Social Responsibility (CSR) frameworks shape sponsors’ motivations and the broader commercial ecosystem of women’s football.; DESIGN/METHODOLOGY/APPROACH: A qualitative research design was employed, consisting of semi-structured interviews with 6 stakeholders, including athletes, coaches, club managers, and fans. Thematic analysis was used to identify recurring patterns related to sponsorship value, CSR expectations, and the perceived developmental impact of investment in women’s football. The findings are interpreted through the theoretical lens of CSR and sport sponsorship literature.; FINDINGS: The results indicate that stakeholders perceive sponsorship as a critical driver of growth in women’s football, particularly in relation to increased media visibility, enhanced league credibility, and improved playing conditions. Participants consistently highlighted that high-profile sponsorship contributes to higher attendance and greater public interest. CSR emerged as a central theme, with respondents noting that brands are attracted to women’s football because of its association with values such as gender equality, fairness, and integrity. Stakeholders reported that the women’s game offers sponsors a “cleaner” and lower-risk environment compared to men’s football, reinforcing CSR-aligned investment. Despite progress—including the entry of major clubs into Liga BPI—participants emphasised ongoing structural challenges, such as limited media exposure and insufficient financial resources, which continue to constrain professionalisation.; PRACTICAL IMPLICATIONS: The study provides actionable insights for clubs, federations, and corporate sponsors. Brands can leverage sponsorship of women’s football to enhance their CSR portfolios while supporting gender-equity initiatives. Clubs and governing bodies should position women’s football as a socially meaningful and reputationally safe investment, emphasising values-based branding to attract long-term partners and accelerate professionalisation. The findings also underscore the need for coordinated strategies to expand media coverage and strengthen commercial infrastructures.; ORIGINALITY/VALUE: This research contributes to the limited literature on sponsorship in Portuguese women’s football by integrating stakeholder perspectives with CSR theory. It offers novel insights into how CSR-driven sponsorship can shape the commercial and developmental trajectory of emerging women’s leagues, providing a foundation for future strategic and policy recommendations. Thu, 01 Jan 2026 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/146916 2026-01-01T00:00:00Z