Short-form content has the potential for virality and broad sharing, allowing businesses to reach large audiences in a short period of time. This type of content has transformed traditional marketing approaches, capturing the attention and curiosity of Generation Z, thereby leading to the rise of digital marketing. As Generation Z is the next generation of consumers and their purchasing power increases as they enter the workforce, marketers need to understand the factors influencing their attitudes and purchase intentions. This study aims to explore the relationship between the growing presence of short-form advertising content in corporate marketing strategies and consumer behavioral intentions. To achieve this, the sub-characteristics of short-form content were categorized into expertise, ease of use, and entertainment value, while information reliability was set as a mediating variable. Data was collected through a survey of 256 adults residing in Busan and Gyeongnam, and analyzed using SPSS 28.0. The findings of the study revealed that most sub-characteristics of short-form content advertisements positively influenced both recommendation and purchase intentions. Additionally, information reliability was identified as a significant mediating factor between short-form content and consumer behavioral intentions. These results provide important insights for corporate marketers and advertising professionals, as they offer valuable guidance on how to influence consumer purchase intentions effectively.

In the current era of globalization, the need arises to train individuals who are spiritually enriched, creatively developed, and culturally grounded through the advancement of education and science, as well as through art and culture. These individuals must be capable of integrating artistic creativity into their professional activities. In this context, the issue of fostering values of historical and cultural significance through virtual reality technologies emerges as a novel area of research. The study aims to reveal the essence of the concept "virtual museum" and test the level of perspective art teachers' readiness for utilizing the virtual museum in their professional activity to foster their cultural values of artic creativity. Employing quantitative and qualitative methods, the study encompassed questionnaires, tests, and assignments administered to 135 university students divided into control and experimental groups. To diagnose students' readiness to utilize virtual museum technology in their professional activities, three components (motivational, cognitive, and operational), criteria, indicators and levels of readiness were identified. Findings indicate that there is a noticeable difference between the experimental group's results before and after completing the authors' elective course titled "Methodology of using the virtual museum". This demonstrates the effectiveness of this course conducted with the experimental group. The study highlights the importance of perspective art teachers' acquisition of knowledge, skills and competences necessary to implement the virtual museum method in their teaching activity through the proposed elective course incorporated into the university educational process in order to foster students' cultural values of artic creativity.

Hate speech in higher education institutions is a pressing issue that threatens democratic values and social cohesion. This research explores student perspectives on hate speech within the university setting, examining its forms, causes, and impacts on democratic principles such as freedom of expression and inclusivity. This research is extended to determine the debates and theories elaborated from different perspectives qualitative and quantitative analysis of data collected from 108 participants at Higher Education in Kosovo. From the communication standpoint, analyzing hate speech in the media and social media is key to understanding the type of message used, its emitter, how the message rallies supporters, and how they interpret message. The findings highlight the need for proactive policies and educational interventions to mitigate Research on hate speech in higher education in Kosovo is crucial for fostering social cohesion and inclusivity in its diverse society. Hate speech undermines the academic environment, negatively affecting students' mental health, learning outcomes, and overall well-being, necessitating efforts to create safer educational spaces. The study aligns with Kosovo's aspirations for European integration, emphasizing adherence to human rights and anti-discrimination principles. Despite the issue's significance, there is a lack of empirical data on hate speech in Kosovo's higher education, making this research vital for evidence-based policymaking. With a youth-centric focus, the study aims to educate and empower young people as future leaders to embrace respect and inclusivity. By addressing hate speech's local challenges and global relevance, the research supports institutional reforms and offers valuable insights for post-conflict and multicultural societies. Hate speech while fostering a culture of mutual respect and democratic engagement.

The intensification of urbanization worldwide, particularly in China, has led to significant challenges in maintaining sustainable urban environments, primarily due to the Urban Heat Island (UHI) effect. This effect exacerbates urban thermal stress, leading to increased energy consumption, poor air quality, and heightened health risks. In response, urban green spaces are recognized for their role in ameliorating urban heat and enhancing environmental resilience. This paper has studied the microclimate regulation effects of three representative classical gardens in Suzhou—the Humble Administrator's Garden, the Lingering Garden and the Canglang Pavilion. It aims to explore the specific impacts of water bodies, vegetation and architectural features on the air temperature and relative humidity within the gardens. With the help of Geographic Information System (GIS) technology and the Inverse Distance Weighted (IDW) spatial interpolation method, this study has analyzed the microclimate regulation mechanisms in the designs of these traditional gardens. The results show that water bodies and lush vegetation have significant effects on reducing temperature and increasing humidity, while the architectural structures and rocks have affected the distribution and retention of heat to some extent. These findings not only enrich our understanding of the role of the design principles of classical gardens in climate adaptability but also provide important theoretical basis and practical guidance for the design of modern urban parks and the planning of sustainable urban environments. In addition, the study highlights GIS-based spatial interpolation as a valuable tool for visualizing and optimizing thermal comfort in urban landscapes, providing insights for developing resilient urban green spaces.

This study investigates the integration of sustainability principles into educational curricula, focusing on the gap between theoretical knowledge and practical application. Through a mixed-methods approach, the research identifies key institutional barriers, including outdated policies, insufficient teacher training, and limited resources. These barriers hinder the effective incorporation of sustainable development principles into education. The study reveals that while some educational systems struggle to adopt sustainability, examples from progressive institutions show that integrating these principles enhances student awareness and equips them with skills essential for sustainable development. The findings suggest that substantial changes are needed in existing educational frameworks to better support sustainability in curricula. Recommendations for future research include conducting longitudinal studies to assess the long-term impact of curriculum changes on sustainability outcomes and exploring the role of technology in advancing sustainable education. Policy recommendations emphasize the need for advocacy and the implementation of actionable strategies, such as industry collaborations for pilot projects and real-world applications. Furthermore, institutional support for teacher professional development is crucial, with structured programs that combine theoretical knowledge and practical skills in sustainability. Enhancing partnerships between educational institutions and industries, including co-designed curriculum modules and internship opportunities, is also essential for aligning education with the Sustainable Development Goals. This study highlights the importance of transforming educational practices to better address the challenges of sustainable infrastructure development, ultimately preparing students to contribute to a more sustainable future.

Management and efficiency have a fundamental impact on the performance of public hospitals, as well as on their philanthropic mission. Various studies have shown that the financial weaknesses of these entities affect the planning, setting of goals and objectives, monitoring, evaluation and feedback necessary to improve health systems and guarantee accessibility as an inalienable right. This study aims to analyze the management and efficiency of third-level and/or high-complexity hospitals in Colombia, through a statistical model that uses financial analysis and key performance indicators (KPIs) such as ROA, ROE and EBITDA. A non-experimental cross-sectional design is used, with an analytical-synthetic, documentary, exploratory and descriptive approach. The results show financial deficiencies in the hospitals evaluated; hence it is recommended to make adjustments in the operating cycle to increase efficiency rates. In addition, the use of the KPIs ROA and ROE under adjusted models is suggested for a more precise analysis of the financial ratios, since these adequately explain the variability of each indicator and are appropriate to evaluate hospital management and efficiency, but not in EBITDA ratio, hence the latter is not recommended to evaluate hospital efficiency reliably. This study provides relevant information for public health policy makers, hospital managers and researchers, in order to promote the efficiency and improvement of health services.