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The Role Of The Independent Media Commission (Imc) In Ensuring The Legality Of Audiovisual Media Services In The Republic Of Kosovo, Faruk Rexhaj, Naser Rugova Oct 2025

The Role Of The Independent Media Commission (Imc) In Ensuring The Legality Of Audiovisual Media Services In The Republic Of Kosovo, Faruk Rexhaj, Naser Rugova

UBT International Conference

The regulation of audiovisual media services remains one of the most important challenges in the democratic and institutional development of the Republic of Kosovo. The Independent Media Commission (IMC) plays a fundamental role in ensuring the legality of broadcasting entities’ activities, by guaranteeing compliance with professional standards, pluralism, and the protection of the public interest. In this context, the alignment of IMC’s legal and regulatory framework with the European Union’s Audiovisual Media Services Directive (AVMSD) holds particular importance as a prerequisite for European integration and the strengthening of the rule of law. The aim of this paper is to examine …


Media Education As A Tool For Civic Empowerment: Critical Approaches Of Youth In Kosovo Towards Online Disinformation, Blerta Aliu Oct 2025

Media Education As A Tool For Civic Empowerment: Critical Approaches Of Youth In Kosovo Towards Online Disinformation, Blerta Aliu

UBT International Conference

In the digital information era, young people face an extraordinarily high number of online sources daily. In this constant exposure, disinformation and fake news pose a serious challenge to democracy, public life, and particularly to how youth perceive social processes. This paper aims to analyze the level of media literacy among youth in Kosovo and the role this literacy plays in civic empowerment. Drawing on the Uses and Gratifications theory, the study examines how critical approaches influence the ability of Kosovar youth to detect disinformation and other forms of media disruption. The methodology combines a quantitative survey of young people …


Emotional Disinformation And Engagement Bait: Ai-Generated Images On Facebook, Hyrije Mehmeti Oct 2025

Emotional Disinformation And Engagement Bait: Ai-Generated Images On Facebook, Hyrije Mehmeti

UBT International Conference

Emotional disinformation and engagement bait: AI-generated images on Facebook PhD. Student Hyrije Mehmeti1 Abstract Images generated with Artificial Intelligence (AI) are emerging as a powerful tool for disinformation, particularly on Facebook, where content spreads rapidly and reaches wide audiences. This paper examines how such images are used as engagement bait in Albanianlanguage Facebook posts to spread emotional disinformation. The study draws on fact-checkerverified cases where fabricated visuals were paired with captions designed to provoke user interaction and amplify reach. Using a qualitative case study approach, the analysis was guided by three criteria: the post included an AI-generated image, the text …


The Impact Of Podcasts On The Creation Of Public Discourse In Kosova, Driton Iseni Oct 2025

The Impact Of Podcasts On The Creation Of Public Discourse In Kosova, Driton Iseni

UBT International Conference

In the digital era, podcasts have emerged as a powerful medium of communication that significantly influences public discourse. This study aims to highlight the impact of podcasts on the creation and shaping of public discourse in Kosovo. Through an in-depth analysis of podcast content and a series of interviews with creators, listeners, and communication experts, this paper examines the ways in which podcasts contribute to informing, educating, and mobilizing public opinion. In Kosovo, where traditional media face various challenges, podcasts have become an important platform for information and discussion. They provide opportunities to address topics that often remain outside the …


The Impact Of Social Media Effects On Women’S Rights In Kosovo, Edona Sulejmani Oct 2025

The Impact Of Social Media Effects On Women’S Rights In Kosovo, Edona Sulejmani

UBT International Conference

This paper explores the impact of social media on women's rights in Kosovo, focusing both on fundamental issues and more serious concerns that often remain unresolved or fail to receive adequate institutional and media attention. In recent years, Kosovo has seen a notable increase in reports related to the challenges and violations faced by women, particularly through social media. These reports have varied in quality - some accurate and professionally handled, others misleading or distorted, resulting in disinformation and misrepresentation of reality. One critical aspect this study seeks to examine is whether there exists a degree of hesitation on the …


The Relationship Between Parenting Styles And Self-Esteem, Mirlinde Bilalli, Ermire Bilalli Oct 2025

The Relationship Between Parenting Styles And Self-Esteem, Mirlinde Bilalli, Ermire Bilalli

UBT International Conference

Introduction: One of the aspects of human personality that most contributes to improving life quality and realizing one’s true potential is self-esteem. From an early age, the foundation is laid for the future person—someone who knows what they want and knows how to realize themselves. The first environment where a child experiences the world is their family. Parents play the role of educators, helping the child build their value system. It has been found that the family environment influences the development of certain personality traits, such as self-esteem. Aim of the study: To determine whether there is a relationship between …


From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha Oct 2025

From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha

UBT International Conference

Fast food restaurant chains place great emphasis on presenting their products in advertisements through highly visually appealing images. However, there is an ongoing concern regarding the mismatch between the product shown in advertisements and the one that consumers actually receive. This study aims to identify the visual differences between the advertised product and the real one, as well as to analyze the impact of these discrepancies on consumer perception, brand credibility, and purchasing behavior. A comparative method and visual analysis were applied; statistical data were collected through questionnaires distributed across local and international fast-food chains. A total of 200 questionnaires …


The Role Of Artificial Intelligence In Enhancing Public Awareness And Communication On Indoor Radon Risk, Margarita Kuqali, Ylli Kaçiu, Gazmend Nafezi, Frank Holzwarth Oct 2025

The Role Of Artificial Intelligence In Enhancing Public Awareness And Communication On Indoor Radon Risk, Margarita Kuqali, Ylli Kaçiu, Gazmend Nafezi, Frank Holzwarth

UBT International Conference

Radon is a naturally occurring radioactive gas and the second leading cause of lung cancer, particularly among non-smokers. Despite its health risks, public awareness of indoor radon exposure remains low in many countries, including Kosovo. Traditional risk communication often struggles to engage diverse populations or adapt to modern digital habits. This paper explores the potential of artificial intelligence (AI) to enhance radon awareness through intelligent communication tools. Natural language processing (NLP) and AI-powered chatbots can deliver instant, personalized, and accessible information tailored to different languages, literacy levels, and cultural contexts. Additionally, sentiment analysis of social media can detect misconceptions and …


International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …


German Reddit Sentiment Analysis Using Bert And Ml Techniques, Bledi Buduri Oct 2025

German Reddit Sentiment Analysis Using Bert And Ml Techniques, Bledi Buduri

UBT International Conference

This study presents a comprehensive workflow for collecting, preprocessing, and analyzing German-language comments from Reddit for sentiment analysis. Initially, a Pythonbased scraper using the Reddit API was developed to extract topic-specific comments, which were then cleaned by removing special characters, links, and irrelevant tokens. The dataset underwent tokenization, stopword removal, and normalization using stemming and lemmatization to produce a structured corpus suitable for machine learning tasks.Sentiment classification was performed using the German BERT model (oliverguhr/german-sentimentbert), categorizing comments as positive, negative, or neutral. To further evaluate performance, vectorization techniques such as Bag-of-Words and TF-IDF were applied, followed by machine learning classifiers …


Green Data Pipelines: Ai-Driven Energy Optimization For Sustainable Cloud Workloads, Erina Salihu, Anduena Syla Oct 2025

Green Data Pipelines: Ai-Driven Energy Optimization For Sustainable Cloud Workloads, Erina Salihu, Anduena Syla

UBT International Conference

The rapid proliferation of cloud computing workloads has intensified concerns about the high energy demand and environmental impact of large-scale data processing. As infrastructures expand, data centers now account for a growing share of global electricity consumption and carbon emissions. This study presents a green data-pipeline architecture that integrates AI-driven scheduling with advanced resource-management techniques to reduce energy use in cloud-native environments. The architecture combines modern data-engineering platforms, including Apache Airflow for workflow orchestration, Databricks (Spark) for computation, PostgreSQL as an analytical warehouse, and dbt for data transformation. It is coordinated by a reinforcement-learning agent that dynamically optimizes workload placement …


The Role Of Artificial Intelligence In Developing Interactive And Intelligent Web Applications, Shkurte Zhegrova, Faton Kabashi, Mirlinda Selimaj, Vehebi Sofiu, Laura Gjikokaj Oct 2025

The Role Of Artificial Intelligence In Developing Interactive And Intelligent Web Applications, Shkurte Zhegrova, Faton Kabashi, Mirlinda Selimaj, Vehebi Sofiu, Laura Gjikokaj

UBT International Conference

This study explores the integration of Artificial Intelligence (AI) into web programming, a field that has been rapidly transformed by the advancement of modern technologies. AI represents not only a relatively new and revolutionary innovation but also a crucial factor shaping the future of humanity, raising both opportunities for progress and concerns about potential workforce replacement in certain domains. The research begins with an overview of the history and evolution of AI, followed by an examination of its role in optimizing processes, addressing technical challenges, and enhancing user experiences in web development. With capabilities such as processing large datasets, learning …


Review Of Soa Transition To Microservices And Beyond, Arbnesha Berisha Qerimaj, Merita Kasa Halili, Festim Halili Oct 2025

Review Of Soa Transition To Microservices And Beyond, Arbnesha Berisha Qerimaj, Merita Kasa Halili, Festim Halili

UBT International Conference

Oriented Architectures ( SOA ) emerged as a paradigm for distributed com-putting, e-business processing and enterprise integration. The benefits of SOA are multifaceted. It provides dynamism, as new in-stances of the same service can be launched to split the load on the system. Although microservices can be seen as an evolution of SOA, they are inherently different regarding sharing and reuse. SOA is built on the idea of fostering reuse: “a share as much as possible” architecture style, whereas microservice architectures seconds the idea of a “share as little as possible” architecture style: the goal became how to build systems …


Usage Of Biomaterials In Contemporary Periodontology, Lumturie Asllani Hashani, Ana Minovska, Mihajlo Petrovski, Merita Sveqla, Doruntina Shehu Oct 2025

Usage Of Biomaterials In Contemporary Periodontology, Lumturie Asllani Hashani, Ana Minovska, Mihajlo Petrovski, Merita Sveqla, Doruntina Shehu

UBT International Conference

The main aim of this article was to make a literature review about biomaterial-based bone replacement grafts, and membrane alternatives that can have periodontal applications. A variety of clinical methods and materials have been investigated over last decades for reparation and regeneration of periodontal defects. The available therapeutic options and their clinical outcomes have improved significantly due to the invention of advanced biomaterials for periodontal tissue engineering. Among the effective grafting materials are allografts, and their use has shown a substantial degree of bone growth and proliferation, making them a wise choice for the restoration of missing bone, caused by …


The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi Oct 2025

The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi

UBT International Conference

In today’s highly competitive economic environment, organizations encounter increasing challenges in managing human resources and sustaining high performance, particularly within the sales sector. This study examines the impact of organizational culture and management strategies on sales employees’ performance, aiming to provide a comprehensive understanding of the factors that drive motivation, engagement, and professional outcomes. A quantitative research design was employed, utilizing a structured questionnaire that combined closed-ended items with an open-ended question. This methodological approach allowed for the collection of robust statistical data to analyze the relationships between variables, while also capturing employees’ personal perceptions and experiences. The study offers …


Bridging Academia And Industry Through Information Technology Training And Coaching, Besnik Skenderi, Diamanta Skenderi Oct 2025

Bridging Academia And Industry Through Information Technology Training And Coaching, Besnik Skenderi, Diamanta Skenderi

UBT International Conference

Higher education institutions are increasingly required to act as dual hubs, combining the academic mission of knowledge creation with the practical demands of industry. This paper examines how Intelligent Information Systems (IS) can bridge academia and industry to strengthen employability and foster innovation. Drawing on three cases from UBT, the study highlights effective practices and challenges. The ALLED II Project integrated VR/AR technologies into schools, providing immersive learning and aligning digital education with labor market needs. The Digital Bootcamp offered intensive training in web design, ecommerce, and digital marketing, achieving high satisfaction rates and direct employability outcomes. The Mentorship and …


The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi Oct 2025

The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi

UBT International Conference

This study asserts that the traditional professional values underpinning journalism are becoming increasingly ambiguous, while established normative frameworks have diminished in their descriptive influence. Drawing on Hanitzsch’s (2011) typology of journalistic cultures, the research analyzes responses from a structured survey of 46 media professionals. Through the application of the Priority Model, the study explores how these professional role orientations intersect with neo-Gramscian perspectives on hegemony, particularly in shaping journalists’ priorities during the production and dissemination of news. The research investigates the institutional roles of journalistic cultures within Kosovo, with a specific focus on their evolving engagement in broader societal responsibilities …


Employment And The Impact Of Nepotism In Human Resources, Arsim Gjinovci, Dren Gjinovci Oct 2025

Employment And The Impact Of Nepotism In Human Resources, Arsim Gjinovci, Dren Gjinovci

UBT International Conference

The two interconnected problems of nepotism and corruption damage economic growth and public institutions while breaking down the rule of law. Nepotism manifests when organizations give employment opportunities to family members and personal acquaintances instead of selecting candidates based on their professional qualifications. Nepotism and corruption together create an environment of unfair competition that damages public trust between citizens and investors which threatens democratic governance. The research investigates which elements support nepotism and corruption while studying their effects on organizations and economic performance of the nation. The research investigates how these phenomena directly influence personnel selection and career progression throughout …


Digital Culture And Language Use: Generational Perceptions Of Aave Slang In Higher Education In Kosovo, Rina Sefiu, Adea Mustafa Oct 2025

Digital Culture And Language Use: Generational Perceptions Of Aave Slang In Higher Education In Kosovo, Rina Sefiu, Adea Mustafa

UBT International Conference

African American Vernacular English (AAVE) has emerged as a primary source of online slang, with terms expanding on platforms like TikTok. This study investigates at how slang, especially terms from AAVE, is recognized, used, and perceived at the University for Business and Technology (UBT) in Kosovo across a number of generations. An anonymous survey about social media usage, familiarity with specific slang terms (e.g., slay, it's giving, sus, GOAT), perceptions of differences between generations, and attitudes regarding the cultural origins of slang was given to UBT professors and undergraduate students (first to third year). The study additionally provides insight into …


Motivation For English Language Learning Among Macedonian Academic Staff: Analyzing Key Motivational Drivers, Vesna Prodanovska Poposka Oct 2025

Motivation For English Language Learning Among Macedonian Academic Staff: Analyzing Key Motivational Drivers, Vesna Prodanovska Poposka

UBT International Conference

In a world where academia is more connected than ever, English proficiency has become the master key for Macedonian scholars seeking to unlock international opportunities. This study investigates the motivation for English language learning among academic staff in North Macedonia, focusing on the identification of the most and least influential motivational drivers. Based on the data collected from 72 respondents across public and private universities, an adapted Attitude/Motivation Test Battery (AMTB) was used to measure both instrumental and integrative motivation. The results indicate a clear hierarchy of drivers i.e. the highest scores for international career advancement ("useful in getting better …


The Economic Impact Of University–Industry Collaboration: The Case Of Albania, Klaudija Guga, Ilira Pulaj Oct 2025

The Economic Impact Of University–Industry Collaboration: The Case Of Albania, Klaudija Guga, Ilira Pulaj

UBT International Conference

University–industry collaboration (UIC) is now considered a strategic driver for development and economic growth, knowledge transfer, and innovation capacity, particularly in developing economies. This paper examines the economic impact of UIC in the Albanian context, where structural challenges in higher education and low industrial competitiveness have historically limited the establishment of mutual partnerships. By analyzing national policies, university institutional frameworks, and firm-level data, the study highlights the opportunities and barriers that shape effective collaboration. Findings indicate that UIC in Albania remains underdeveloped, often characterized by informal relationships and a lack of financing mechanisms. However, promising initiatives in sectors such as …


Engaging Communities In Esg Integration: Narratives And Practices For Sustainable Accounting In Financial Reporting, Ejona Duci, Eda Tabaku Oct 2025

Engaging Communities In Esg Integration: Narratives And Practices For Sustainable Accounting In Financial Reporting, Ejona Duci, Eda Tabaku

UBT International Conference

The integration of Environmental, Social, and Governance (ESG) factors into financial reporting has become a critical aspect of corporate accountability and transparency. Traditionally, financial reporting has focused primarily on economic performance, but sustainable accounting broadens this perspective by incorporating ESG considerations. This paper explores how ESG-driven financial reporting shapes corporate sustainability efforts and stakeholder engagement. A key focus is the role of ESG narratives in influencing stakeholder perceptions, promoting ethical decision-making, and fostering sustainable business models. Companies increasingly adopt transdisciplinary approaches to integrate ESG factors, yet challenges persist in standardizing reporting frameworks and ensuring regulatory compliance. Accountants, once viewed primarily …


Public Debt Management In North Macedonia: Challenges And Opportunities In The Context Of Eu Accession, Sani Saidi Oct 2025

Public Debt Management In North Macedonia: Challenges And Opportunities In The Context Of Eu Accession, Sani Saidi

UBT International Conference

The public debt represent an issue that is constantly discussed in different levels in the societies and herein, as a phenomenon provokes greater interest and capture considerable attention. Whereas, the governments continuously adopt different strategies and pursue various trends in management of the public debt. The purpose of this research paper is to comprehensively analyze the alignment of the public debt management strategy of North Macedonia with the fiscal convergence criteria for EU accession and its impact on fiscal discipline. Likewise, conduct thorough review and assessment of country’s latest strategies in debt management and see what reforms are further needed …


Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja Oct 2025

Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja

UBT International Conference

In recent years, growing awareness of sustainability, the increasing importance of financial savings, and the accessibility of digital platforms have accelerated consumer participation in online secondhand shopping. This study explores whether the motivations behind purchasing secondhand products differ among age groups. Data were gathered through an online survey conducted in Türkiye using the 'Online Secondhand Shopping Motivations Scale' (Padmavathy et al., 2019). The reliability of the scale was confirmed through Cronbach’s Alpha, while one-way ANOVA and Tukey’s HSD tests were employed for analysis. Results indicate significant motivational differences across age categories, underscoring the relevance of generationally tailored secondhand marketing strategies …


Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja Oct 2025

Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja

UBT International Conference

The rapid shift to remote work has transformed leadership practices across organizations. While remote work offers flexibility and global collaboration, it also introduces a range of management challenges. This paper examines the key challenges faced by leaders in remote settings, including communication barriers, employee isolation, accountability, and technological readiness. It synthesizes strategies recommended in the literature on remote leadership. Drawing on recent academic and practitioner sources, the paper emphasizes the importance of cultivating a robust digital communication culture, establishing clear expectations, promoting employee well-being, and maintaining a secure technological infrastructure. As organizations continue to navigate hybrid and fully remote work …


System Models In Family Businesses And Measuring Trust Through Sustainable Family Business Model: An Application On Family Businesses In Tirana, Oltjan Hamza Oct 2025

System Models In Family Businesses And Measuring Trust Through Sustainable Family Business Model: An Application On Family Businesses In Tirana, Oltjan Hamza

UBT International Conference

In this study, in family enterprises operating in the city of Tirana, the aim is to measure the relationship between family participation and social capital, as well as its impact on the types of social capital, bonding capital and bridge capital. In this context, the first part deals with family enterprises, the second part deals with family system models, while the third part presents domestic and foreign studies on social capital. Methodology - The data were collected through a survey in 167 family businesses in Tirana, where at least the first generation was in management, and were analyzed with the …


The Role Of Strategic Marketing In In Increasing The Competitiveness Of Kosovar Businesses In The Market Regional, Hamëz Rama Oct 2025

The Role Of Strategic Marketing In In Increasing The Competitiveness Of Kosovar Businesses In The Market Regional, Hamëz Rama

UBT International Conference

In the context of the modern economy and globalization, strategic marketing plays a fundamental role in creating competitive advantage for businesses aiming to expand beyond the domestic market. This study analyzes the impact of strategic marketing approaches on enhancing the competitiveness of Kosovar businesses in the regional market of the Western Balkans. Through a combination of theoretical analysis and empirical data, the paper examines how brand positioning strategies, product differentiation, and customer communication influence the perception of value among consumers outside Kosovo. Preliminary findings suggest that enterprises implementing clear strategic marketing approaches—supported by market research and innovation—achieve greater brand recognition …


Project Cycle Management In Ngos: Challenges And Best Practices, Laurita Morina, Kujtim Zylfijaj Oct 2025

Project Cycle Management In Ngos: Challenges And Best Practices, Laurita Morina, Kujtim Zylfijaj

UBT International Conference

Project Cycle Management (PCM) in non-governmental organizations (NGOs) is a complex process often accompanied by challenges such as insufficient funding, limited human resources, and difficulties in measuring project impact. The aim of this study is to examine the most common obstacles faced by NGOs in managing projects and to identify effective practices that contribute to better outcomes. The research employed a qualitative approach, with data collected through a semi-structured questionnaire distributed to seven NGOs operating in Kosovo. The questionnaire primarily included open-ended questions designed to capture insights into the main phases of the project cycle: identification, planning, implementation, monitoring, and …


The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj Oct 2025

The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj

UBT International Conference

Transformational leadership is one of the most influential leadership models, directly affecting employee motivation, engagement, and performance, and playing a key role in organizational success. This study examines its impact in Kosovo and Albania, focusing on its application across both public and private sectors. Drawing on the four core dimensions of transformational leadership-idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration-the research investigates their relationship with employee outcomes such as job satisfaction, productivity, and organizational commitment. The study employs a quantitative approach, using a Likert-scale questionnaire administered to employees in various organizations. Statistical methods, including correlation and regression analysis, were …


The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj Oct 2025

The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj

UBT International Conference

This study provides empirical insights into the relationship between stress factors and employee performance, contributing to the development of effective stress management strategies and human resource policies. The main objective is to analyze and evaluate the impact of stressors on employee performance across different work sectors. A quantitative research method was employed using a structured questionnaire distributed to 122 randomly selected participants from both public and private sectors. Data were collected online via Google Forms, ensuring anonymity and confidentiality, and analyzed using SPSS software. The findings indicate that the correlations between work-related stress factors and employee performance, as well as …