This paper uses quantitative research methods to explore the differences in the impact of virtual influencers on different consumer groups in the context of technological integration and innovation. The study uses DBSCAN (Density-Based Spatial Clustering of Applications with Noise) clustering technology to segment consumers and combines social media behavior analysis with purchase records to collect data to identify differences in consumer behavior under the influence of virtual influencers. Consumers' emotional resonance and brand awareness information about virtual influencers are extracted through sentiment analysis technology. The study finds that there are significant differences in the influence of virtual influencers on different consumer groups, especially in high-potential purchase groups, where the influence of virtual influencers is strong but short-lived. This paper further explores the deep integration of virtual influencer technology with new generation information technologies such as 5G and artificial intelligence, and emphasizes the importance of such technological integration in enhancing the endogenous and empowering capabilities of virtual influencers. The research results show that technological integration and innovation can not only promote the development of virtual influencers, but also provide new technical support for infrastructure construction, especially in the fields of smart cities and industrial production. This paper provides a new theoretical perspective for the market application of virtual influencers and provides practical support for the application of virtual technology in infrastructure construction.

This study empirically examines the complex relationship between materialism and economic motivation, proposing an inverted U-shaped relationship. The research analyzes three dimensions of materialism: happiness pursuit, social recognition, and uniqueness, and their impact on economic motivation. The findings suggest that materialism, when balanced, positively influences economic motivation without causing adverse effects. This relationship remains consistent across demographic characteristics and life satisfaction levels, challenging the traditional negative view of materialism. The implications of these findings extend to marketing strategies, policy design, and infrastructure development, offering actionable insights for real-world contexts. This research underscores the importance of balancing materialistic values to foster sustainable economic growth and well-being.

Global warming is a problem that affects humanity; hence, crisis management in the face of natural events is necessary. The aim of the research was to analyze the passage of Hurricane Otis through Acapulco from the theoretical perspective of crisis management, to understand the socio-environmental, economic, and decision-making challenges. For data collection, content analysis and hemerographic review proved useful, complemented by theoretical contrastation. Findings revealed failures in communication by various government actors; the unprecedented growth of Hurricane Otis led to a flawed crisis management. Among the physical, economic, environmental, and social impacts, the latter stands out due to the humanitarian crisis overflow. It is the first time that Acapulco, despite having a tradition in risk management against hydrometeorological events, faces a hurricane of magnitude five on the Saffir-Simpson scale. Ultimately, the city was unprepared to face a category five hydrometeorological event; institutional responses were overwhelmed by the complexity of the crisis, and the community came together to improve its environment and make it habitable again.

Women's financial literacy and financial inclusion have gained prominence in recent years. Despite progress, knowledge and access to finance remain common barriers for women, especially in emerging economies. Globally, domestic and economic violence has been recognized as a relevant social concern from a gender perspective. In this context, financial literacy and financial inclusion are considered to play a key role in reducing violence against women by empowering them with the necessary knowledge to manage their financial resources and make informed decisions. This study aims to evaluate the determinants that influence Peruvian female university students' financial literacy and financial inclusion. To this end, a theoretical behavioral model is proposed, and a survey is applied to 427 female university students. The results are analyzed using a Partial Least Squares Structural Equation Model (PLS-SEM). The results validate all the proposed hypotheses and highlight significant relationships between financial literacy and women's financial inclusion. A relevant relationship between financial attitude and financial behavior is also observed, as well as the influence of financial behavior and financial self-efficacy on financial literacy. The results also reveal that women feel capable of making important financial decisions for themselves and consider that financial literacy could help reduce gender-based violence. Based on these findings, theoretical and practical implications are raised. It highlights the proposal of a theoretical model based on antecedents, statistically validated in a sample of women in Peru, which lays the foundation for understanding financial literacy and financial inclusion in the Latin American region.

Recovery and resilience plan (RRP) approved by the European Commission fosters the development of lifelong learning programs to upgrade employees’ skills and knowledge for digital and green transitions. Within higher education, the field of information and communication technology (ICT) is also a priority area, so we compared the demographic variables of students enrolled in formal first-cycle higher education programs in ICT with those enrolled in lifelong ICT programs within the framework of the Advanced Computer Skills project funded by the RRP in Slovenia. The results show that formal first-cycle higher education in the field of ICT remains strongly male-dominated, whereas, among participants in lifelong learning, the percentage of females stands out. Bachelor programs in ICT are primarily enrolled by young people aged up to 24 years, while shorter university-based lifelong learning programs attract mostly older participants with higher completed formal education and from a broader range of prior educational backgrounds. Finally, when all three variables (gender, age and level of prior formal education) are considered, participants in lifelong learning are much more similar to part-time students than full-time bachelor ICT students, although the percentage of men in formal education is still predominant even in part-time studies. The research findings highlight the need for further efforts to offer lifelong learning in ICT to enable individuals to improve their employment prospects, progress in the workplace or even change their field of work.

This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers' behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

This study examines the impact of structured cultural educational activities on various dimensions of student well-being in primary education. Using a randomized controlled trial design, 120 third- and fourth-grade students from Arad County, Romania, were assigned to either an experimental group, which participated in cultural educational activities, or a control group, which received no intervention. Well-being and social behavior were assessed using the Strengths and Difficulties Questionnaire (SDQ) and the EPOCH Measure of Adolescent Well-Being, administered before and after the intervention. The SDQ evaluated emotional symptoms, hyperactivity, conduct problems, peer relationship issues, and prosocial behavior, while the EPOCH scale measured engagement, perseverance, optimism, connectedness, and happiness. Analysis revealed statistically significant improvements (p < 0.05) in the experimental group compared to the control group. Students in the experimental group exhibited reduced hyperactivity and peer relationship problems, alongside notable increases in engagement, perseverance, optimism, connectedness, and happiness. These findings highlight the efficacy of integrating cultural educational activities into the primary school curriculum as a strategy for enhancing emotional and social development. The study underscores the importance of such interventions in fostering positive developmental outcomes and offers a foundation for further research into their long-term effects and adaptability across diverse educational contexts.