This study investigates the significance of data analytics in digital marketing for sustainable business growth. Data analytics has become an indispensable instrument in the world of digital marketing, offering organisations the means to achieve sustainable growth while minimising their environmental impact. We gathered data from 273 marketing and business consultants, chosen for their expertise in digital channels and data analytics, using a survey research design. The questionnaire, which was validated through expert review and pilot testing, assessed the relationship between data analytics utilization and its impact on competitive advantage and business optimization. We conducted statistical analyses, including descriptive and inferential statistics, using SPSS version 25.0. Findings reveal a significant correlation between data analytics adoption in digital marketing and sustainable business competitive advantage, as well as a notable impact on business optimization. Recommendations emphasise the strategic importance of customer segmentation and predictive analytics in leveraging data analytics for targeted marketing campaigns and proactive adjustments to market trends. This study underscores the indispensability of data analytics in the evolving digital marketing landscape, offering actionable insights for businesses seeking sustainable growth and competitive advantage.

Climate change is forcing countries to take strategic measures to reduce the negative impact on future generations. In this context, sustainable finance has played a key role in sustainable development since the establishment of environmental, social and governance principles. The underlying market has developed rapidly since its inception, with green bonds being the most prominent instrument. This article aims to study the impact of green bond issues on the abnormal stock returns of stocks listed on the main Euronext indices. The sample includes 58 issues carried out between 2014 and 2022 by 21 different firms listed on the AEX (Netherlands), BEL 20 (Belgium), CAC 40 (France), ISEQ 20 (Ireland), OBX (Norway) and PSI (Portugal) indices. The methodology follows the procedures of the event study using the market model. The results show significant positive stock price reaction on the issue date. After the abnormal losses just before the issues, suggesting the reserves of this consolidating market, abnormal gains persisted for over a week, providing evidence against the weak efficiency Euronext’s financial markets. The findings are useful for policy makers and entrepreneurs to promote innovative initiatives that encourage the financing and development of environmentally sustainable infrastructures.

Adult obesity is a significant health problem, with nearly a quarter of Hungarian citizens aged 15 years and older being obese in 2019 (KSH, 2019a). The use of mobile devices for health purposes is increasing, and many m-health apps target weight-related behaviours. This study uniquely examines the effectiveness and user satisfaction of health-oriented apps among Hungarian adults, with a focus on health improvement. Using a mixed-methods approach, the study identifies six key determinants of health improvement and refines measurement tools by modifying existing parameters and introducing new constructs. The principal objective was to develop a measurement instrument for the usability of nutrition, relaxation and health promotion applications. The research comprised three phases: (1) qualitative content analysis of 13 app reviews conducted in June 2022; (2) focus group interviews involving 32 students from the fields of business, economics and health management; and (3) an online survey (n = 348 users) conducted in December 2023 that included Strava (105 users), Yazio (109 users) and Calm (134 users). Six factors were identified as determinants of health improvement: physical activity, diet, weight loss, general well-being, progress, and body knowledge. The LAUQ (Lifestyle Application Usability Questionnaire) scale was validated, including ‘ease of use’ (5 items), ‘interface and satisfaction’ (7 items) and ‘modified usefulness and effectiveness’ (9 items), with modifications based on qualitative findings. This research offers valuable insights into the factors influencing health improvement and user satisfaction with healthy lifestyle-oriented applications. It also contributes to the refinement of measurement tools such as the LAUQ, which will inform future studies in health psychology, digital health, and behavioural economics.

Given the large amount of railway maintenance work in China, whereas the maintenance time window is continuously compressed, this paper proposes a novel network model-based maintenance planning and optimization method, transforming maintenance planning and optimization into an integer linear programming problem. Based on the dynamic inspection data of track geometry, the evaluation index of maintenance benefit and the model of the decay and recovery of the track geometry are constructed. The optimization objective is to maximize the railway network’s overall performance index, considering budget constraint, maximum length constraint, maximum number of maintenance activities within one single period constraint, and continuity constraint. Using this method, the track units are divided into several maintenance activities at one time. The combination of surrounding track units can be considered for each maintenance activity, and the specific location, measure, time, cost, and benefit can be determined. Finally, a 100 km high-speed railway network case study is conducted to verify the model’s effectiveness in complex optimization scenarios. The results show that this method can output an objective maintenance plan; the combination of unit track sections can be considered to expand the scope of maintenance, share the maintenance cost and improve efficiency; the spatial-temporal integrated maintenance planning and optimization can be achieved to obtain the optimal global solution.

The construction of researcher profiles is crucial for modern research management and talent assessment. Given the decentralized nature of researcher information and evaluation challenges, we propose a profile system for Chinese researchers based on unsupervised machine learning and algorithms. This system builds comprehensive profiles based on researchers’ basic and behavior information dimensions. It employs Selenium and Web Crawler for real-time data retrieval from academic platforms, utilizes TF-IDF and BERT for expertise recognition, DTM for academic dynamics, and K-means clustering for profiling. The experimental results demonstrate that these methods are capable of more accurately mining the academic expertise of researchers and performing domain clustering scoring, thereby providing a scientific basis for the selection and academic evaluation of research talents. This interactive analysis system aims to provide an intuitive platform for profile construction and analysis.