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  CONTESTS OF HUMAN RESOURCE MANAGEMENT AND PUBLIC ORGANIZATIONS: THE IMPACT OF ECONOMIC, POLITICAL AND ORGANIZATIONAL FACTORS

  Public organizations face a number of economic and non-economic challenges that directly affect the performance and development of human resources. These challenges include excessive bureaucracy, political influence in the selection of managers, high unemployment, lack of sustainable economic reforms, and non-transparent tendering practices. This ... Public organizations face a number of economic and non-economic challenges that directly affect the performance and development of human resources. These challenges include excessive bureaucracy, political influence in the selection of managers, high unemployment, lack of sustainable economic reforms, and non-transparent tendering practices. This study aims to identify the main obstacles to human resource management and to analyze the impact of economic, political, and organizational factors on the efficiency and professionalism of public organizations. The use of a combined approach of primary data, collected from institutional documents and organizational reports, and secondary data, extracted from scientific literature and surveys, allows for a comprehensive analysis of the current situation. The results of the study provide practical recommendations for improving organizational and human resource management, contributing to sustainable economic development and the professionalization of public institutions. This study is particularly relevant for human resource professionals and policies aimed at increasing efficiency and innovation in the public sector.

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  DIGITAL CAPACITY, RULE OF LAW, AND REGULATORY QUALITY AS DETERMINANTS OF GOVERNMENT EFFECTIVENESS: A POOLED OLS INTERACTION MODEL FOR EU MEMBER STATES

  : Government effectiveness, as a measurable institutional outcome, has been extensively studied, assessed and discussed in the academic literature. Building on the theories of moderation and institutional complementarity, this study argues that digital capacity, the rule of law, and regulatory quality are significant determinants of government ... : Government effectiveness, as a measurable institutional outcome, has been extensively studied, assessed and discussed in the academic literature. Building on the theories of moderation and institutional complementarity, this study argues that digital capacity, the rule of law, and regulatory quality are significant determinants of government effectiveness. The analysis draws on data for four internationally recognised composite indices used to assess the state of public administration. This study proposes a pooled OLS interaction model to examine whether the effects on government effectiveness depend on the levels of digital capacity, the rule of law and regulatory quality, and on the interactions among them. The aim of this article is: 1. To outline the theoretical basis for the application of an institutional interaction model to the study of governance effectiveness; 2. To construct and apply such a model using observed cross-national data for EU countries and Bulgaria. In this regard, the authors set themselves the following tasks: 1. To review a methodological framework for analyzing administrative structures; 2. To examine the influence of digital maturity, the quality of regulations, the rule of law and their multiplier effect on the effectiveness of public administration management in EU countries; 3. To draw conclusions about the institutional interaction of the three factors on the effectiveness of public administration in Bulgaria. The findings reveal significant positive effects of digital capacity, the rule of law and regulatory quality on government effectiveness. The analysis of internationally comparable composite indices with longitudinal coverage enables both cross-national and temporal comparisons, yielding policy-relevant insights for strategies aimed at enhancing public administration effectiveness. Comparable panel data for the DES, RoL and RQ coefficients for all 27 EU Member States for the period 2022–2024 were used as independent variables determining the levels of the dependent variable Government Effectiveness (GE).

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  THE EFFECTS OF AI-WASHING ON CONSUMER’S TRUST, ETHICS AND PURCHASE INTENTION

  As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer ... As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer trust, perceived brand ethicality, purchase intention, and word-of-mouth (WOM) intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed with a survey sample of 854 consumers to establish predictive relationships. Drawing on the Trust-Action Model, Ethical Decision-Making Theory, and Consumer Information Processing Theory, the findings shows that AI washing severely and significantly damages all four consumer outcomes. Crucially, a serial mediation pathway Perceived Brand Ethicality-Brand-Trust-Behavioral Intentions was supported in the study, confirming that deception functions primarily as a moral failure before translating into eroded trust and suppressed behavior. Moderation analyses revealed a competence-based susceptibility gradient: technological literacy and prior AI experience amplified these negative effects, whereas age did not. Convergent cross-study effect sizes confirm robust findings with important implications for marketing practice, consumer protection, and AI governance.