Abstract: This study examines the legal implications of implementing wearable technology in professional sports, focusing on European football leagues. As the adoption of wearable devices in sports continues to grow, it raises significant legal concerns regarding privacy, data protection, and athlete rights. The research employs a mixed-methods approach, combining qualitative analysis of legal frameworks and quantitative survey data from 150 professional footballers across top European leagues. Key findings reveal that 78% of surveyed athletes express concerns about the potential misuse of their biometric data collected through wearable devices (p < 0.001). The study identifies three primary legal challenges: (1) data ownership and control, (2) informed consent and voluntary participation, and (3) potential discrimination based on biometric data in contract negotiations. A comparative analysis of regulatory approaches in different European countries shows significant variations, with only 40% having specific legislation addressing wearable technology in sports.The research also explores the intersection of wearable technology with existing sports law, including doping regulations and fair play principles. A chi-square test indicates a significant association between athletes' awareness of legal rights and their willingness to use wearable technology (χ2 = 15.7, p < 0.01).This study contributes to the growing body of literature on sports law and technology by providing empirical evidence and legal analysis specific to the European football context. The findings have important implications for policymakers, sport’s governing bodies, and athletes' unions in developing comprehensive frameworks to address the legal challenges posed by wearable technology in professional sports.

This exploratory study investigates the role of wearable technologies in fostering emotional connections between human brands and customers. Given the rapid growth of the wearable technology market and the increasing importance of emotional connections in marketing, this research aims to uncover the potential of these technologies in strengthening the affective bond between brands and consumers. The mixed-method approach included semi-structured in-depth interviews with 25 marketing experts and an online survey of 300 consumers. Data analysis was conducted using thematic coding and statistical tests including Pearson correlation and multiple regression. Results indicated that wearable technologies can enhance emotional connections through personalized interactions (r=0.72, p<0.001), creating a sense of proximity (β=0.65, p<0.01), and facilitating two-way communications (β=0.58, p<0.01). These findings offer new perspectives for marketing strategies and customer relationship management in the digital age, highlighting the potential of wearable technologies as a powerful tool for building and maintaining emotional bonds between human brands and their audiences. The study contributes to the growing body of literature on technology-mediated brand relationships and provides practical implications for marketers seeking to leverage wearable technologies in their brand communication strategies.

This study investigates the emerging applications of Artificial Intelligence (AI) in strategic management and its impact on organizational decision-making processes. As AI technology rapidly advances, it has become a crucial component in redefining organizational strategies. According to a global survey by the Boston Consulting Group, over 60% of executives believe that AI can significantly improve key performance indicators and enhance opportunities for strategic differentiation and sustainable competitive advantages. Using a descriptive-survey methodology and questionnaire-based data collection, this research examines the influence of AI on strategic decision-making in large organizations. The statistical population comprises senior managers across various industries, with sampling conducted through convenience sampling. Data analysis was performed using SMART-PLS software, revealing significant improvements in strategic decision-making processes through AI implementation. The study demonstrates that AI, by analyzing complex data sets and identifying hidden patterns, assists managers in making more optimal decisions. Furthermore, AI's predictive analytics capabilities contribute to enhanced strategic planning and risk mitigation in decision-making processes. The research findings indicate a statistically significant positive correlation (r = 0.72, p < 0.001) between AI adoption and the quality of strategic decisions. This paper concludes by proposing that organizations should leverage AI as a tool to strengthen their organizational strategies, while emphasizing the importance of ethical considerations and human oversight. The implications of this research extend to both academic and practical domains, offering insights into the integration of AI in strategic management processes and its potential to revolutionize organizational decision-making paradigms.

Purpose: This study investigates the influence of human brands on the formation of Generation Z's digital identity. Given the increasing importance of the digital space in this generation's life, understanding how their identity is shaped by human brands in this environment is crucial. Method: Using a netnographic approach, qualitative data was collected and analyzed from 500 posts and interactions of Gen Z users on Instagram and TikTok platforms. Thematic content analysis was conducted using NVivo 12 software, with inter-coder reliability confirmed (κ = 0.85). Findings: Results indicate that human brands influence Gen Z's digital identity through three main mechanisms: 1) lifestyle emulation (β = 0.42, p < 0.001), 2) value alignment (β = 0.38, p < 0.001), and 3) self-presentation modeling (β = 0.35, p < 0.01). Multiple regression analysis showed these three factors explain 67\% of the variance in digital identity formation (R² = 0.67, F(3,496) = 335.42, p < 0.001). Conclusion: This study demonstrates that human brands play a significant role in shaping Generation Z's digital identity. Understanding this influence can help marketers and policymakers design more effective strategies for engaging with this generation.

The COVID-19 pandemic has profoundly disrupted small businesses, exacerbating financial vulnerabilities and operational challenges. As these enterprises play a crucial role in economic stability and growth, identifying effective recovery strategies is imperative. This study investigates the legal and management solutions necessary for small businesses to recover and thrive post-pandemic. The research aims to examine the economic impact of the COVID-19 pandemic on small businesses, evaluate the effectiveness of existing legal and governmental support measures, and propose management strategies that enhance resilience and drive recovery. A mixed-methods approach was adopted, comprising both quantitative and qualitative analyses. A survey was conducted with 500 small businesses across various sectors to collect data on financial performance, operational disruptions, and the utilization of government support programs. Additionally, 30 in-depth interviews with small business owners provided qualitative insights into adaptive strategies and challenges faced. A review of relevant legal documents and policy frameworks was also performed to assess the support mechanisms in place. The study revealed that 68% of small businesses experienced substantial revenue losses, with 50% encountering severe liquidity crises. Government support measures, such as grants and low-interest loans, were pivotal but often marred by accessibility issues and delays. Successful management strategies identified included accelerating digital transformation, diversifying revenue streams, and optimizing supply chain management. Legal measures that temporarily eased regulatory requirements and offered tax relief significantly aided in alleviating immediate pressures. The economic recovery of small businesses post-COVID-19 hinges on comprehensive legal and management solutions. Enhancing the effectiveness and reach of government support programs is crucial, as is the adoption of agile and innovative management practices by small businesses. Policymakers and business leaders must work collaboratively to create an environment that fosters resilience and sustainable growth, ensuring small businesses can navigate future economic uncertainties.