@CONFERENCE{MTMT:37056045,
	title = {From Manual to Lean. Integrating Digital Automation and Data Driven Optimization in Administrative Logistics},
	url = {https://m2.mtmt.hu/api/publication/37056045},
	author = {HEGEDŐS, Csaba and Mészáros, György and Keresztes, Éva Réka},
	booktitle = {8. BASKENT INTERNATIONAL CONFERENCE ON MULTIDISCIPLINARY STUDIES},
	unique-id = {37056045},
	year = {2026},
	pages = {651-651},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}

@misc{MTMT:37082513,
	title = {From Manual to Lean. Integrating Digital Automation and Data Driven Optimization in Administrative Logistics},
	url = {https://m2.mtmt.hu/api/publication/37082513},
	author = {Hegedős, Csaba and Mészáros, György and Keresztes, Éva Réka},
	unique-id = {37082513},
	year = {2026},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}

@misc{MTMT:37322041,
	title = {Hogyan lehet újra vonzóvá tenni az olvasást? Fogyasztói attitűdök a digitális korban},
	url = {https://m2.mtmt.hu/api/publication/37322041},
	author = {Zarándné Vámosi, Kornélia and Papp, Dóra and Keresztes, Éva Réka},
	unique-id = {37322041},
	year = {2026},
	orcid-numbers = {Zarándné Vámosi, Kornélia/0000-0003-2303-5102; Keresztes, Éva Réka/0000-0001-8532-5063}
}

@misc{MTMT:37331137,
	title = {LEVERAGING AI CHATBOTS: IMPROVING DIGITAL MARKETING IN BEV-ERAGE COMPANIES},
	url = {https://m2.mtmt.hu/api/publication/37331137},
	author = {NEEB, Francesca and KOSOVICS, Olga and Kovács, Ildikó and Keresztes, Éva Réka},
	unique-id = {37331137},
	year = {2026},
	orcid-numbers = {Kovács, Ildikó/0000-0001-7440-1630; Keresztes, Éva Réka/0000-0001-8532-5063}
}

@inproceedings{MTMT:37348454,
	title = {LEVERAGING AI CHATBOTS: IMPROVING DIGITAL MARKETING IN BEVERAGE COMPANIES},
	url = {https://m2.mtmt.hu/api/publication/37348454},
	author = {NEEB, Francesca and KOSOVICS, Olga and Kovács, Ildikó and Keresztes, Éva Réka},
	booktitle = {X-INTERNATIONAL ANTALYA SCIENTIFIC RESEARCH AND INNOVATIVE STUDIES CONGRESS},
	unique-id = {37348454},
	abstract = {The integration of AI chatbots into digital marketing has revolutionized customer interactions, particularly in the beverage industry. This study examines the potential of AI chatbots to enhance customer engagement and conversion rates in marketing campaigns by Coca-Cola and Pepsi. Using a mixed-methods approach, we combined a thematic analysis of recent literature with survey data from 65 participants familiar with digital marketing and AI technologies. Key findings highlight that AI chatbots significantly improve customer satisfaction by facilitating personalized, real-time interactions. However, common frustrations, such as lack of personalization and unclear responses, persist. Survey results indicate that while 80% of users express overall satisfaction, 45% desire more tailored interactions. Features like natural conversation, fast response times, and efficient query resolution emerged as critical for customer engagement. Literature analysis corroborates these findings, emphasizing advancements in natural language processing and predictive analytics for targeted marketing. Despite their benefits, challenges related to privacy, transparency, and over-humanization of chatbots remain. Future projections show increasing investments in AI, with Coca-Cola and Pepsi set to allocate billions by 2050. Addressing personalization and response clarity while ensuring ethical AI use is crucial for maximizing the effectiveness of chatbots. This study underscores the transformative role of AI chatbots in shaping marketing strategies and fostering brand loyalty.},
	keywords = {Customer satisfaction; Customer engagement; Digital marketing; AI chatbots; personalized interactions; real-time responses; privacy and transparency},
	year = {2026},
	pages = {158-173},
	orcid-numbers = {Kovács, Ildikó/0000-0001-7440-1630; Keresztes, Éva Réka/0000-0001-8532-5063}
}

@CONFERENCE{MTMT:35811254,
	title = {UNDERSTANDING GPT-4. THE NEW GENERATION OF AI},
	url = {https://m2.mtmt.hu/api/publication/35811254},
	author = {Blazquez, Ruiz Silvia and Herrero, Martín Pablo and Keresztes, Éva Réka},
	booktitle = {8TH INTERNATIONAL ANTALYA Congress on Scientific Research and Innovative Studies},
	unique-id = {35811254},
	year = {2025},
	pages = {95},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}

@article{MTMT:36251203,
	title = {Blockchain technology in supply chains. advancing sustainability through transparency and innovation},
	url = {https://m2.mtmt.hu/api/publication/36251203},
	author = {Keresztes, Éva Réka and Kovács, Ildikó and Horváth, Annamária},
	journal-iso = {BUSINESS AND DIPLOMACY REVIEW},
	journal = {BUSINESS AND DIPLOMACY REVIEW},
	volume = {3},
	unique-id = {36251203},
	abstract = {This study investigates how blockchain technology can advance sustainability in supply chains across multiple industries, including food, energy, textiles, and finance. By synthesizing recent international literature and analyzing industry case studies, the research identifies both the opportunities and limitations of blockchain in supporting the Sustainable Development Goals (SDGs). The study addresses how blockchain contributes to transparency and traceability in supply chains, the main barriers to its widespread adoption, and the practical pathways that exist for leveraging blockchain to enhance sustainability. The findings reveal that while blockchain offers significant potential for improving supply chain transparency, efficiency, and accountability,
		challenges such as high energy consumption, scalability, and regulatory uncertainty remain. The paper concludes with policy recommendations and directions for future research to maximize the sustainable impact of blockchain technology.},
	keywords = {environmental sustainability; Energy efficiency; Transparency; sustainable supply chain management; blockchain technology; ethical business practices},
	year = {2025},
	eissn = {3004-0116},
	pages = {63-73},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063; Kovács, Ildikó/0000-0001-7440-1630}
}

@article{MTMT:36432594,
	title = {Integrating online simulations in business education. A case study on developing decision-making skills},
	url = {https://m2.mtmt.hu/api/publication/36432594},
	author = {Andrási, Gábor and Keresztes, Éva Réka and Budai, László},
	doi = {10.22503/inftars.XXV.2025.2.5},
	journal-iso = {INF TARSAD},
	journal = {INFORMÁCIÓS TÁRSADALOM: TÁRSADALOMTUDOMÁNYI FOLYÓIRAT},
	volume = {25},
	unique-id = {36432594},
	issn = {1587-8694},
	abstract = {This article presents a case study on how online simulation games impact decision-making skills in business education at the master’s level, with particular focus on Budapest University of Business and Economics. Computer-based simulations that bridge the gap between theory and practice enhance employable skills such as teamwork, problem-solving, and communication. Despite challenges such as cost and alignment with course objectives, simulations are valuable when properly implemented and when instructors play a key role in mitigating obstacles such as computer anxiety. Simulations using the critical incident method are especially effective in promoting deep learning, encouraging reflection, and developing critical thinking amid uncertainty and under stress. Our findings show that well-designed simulations support the development of decision-making skills and critical thinking and offer a practical, engaging learning experience that benefits students’ understanding of complex business scenarios.},
	keywords = {Critical thinking; business education; Decision-making; online simulation game; employable skill},
	year = {2025},
	eissn = {2063-4552},
	pages = {73-88},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}

@misc{MTMT:36892556,
	title = {A vállalatirányítási rendszerek szerepe a hallgatók digitális kompetenciáinak fejlesztésében},
	url = {https://m2.mtmt.hu/api/publication/36892556},
	author = {Keresztes, Éva Réka and Dobák, Dóra Éva and Szigili, Krisztina},
	unique-id = {36892556},
	year = {2025},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}

@misc{MTMT:36919142,
	title = {UNDERSTANDING GPT-4. THE NEW GENERATION OF AI},
	url = {https://m2.mtmt.hu/api/publication/36919142},
	author = {Blazquez, Ruiz Silvia and Herrero, Martín Pablo and Keresztes, Éva Réka},
	unique-id = {36919142},
	year = {2025},
	orcid-numbers = {Keresztes, Éva Réka/0000-0001-8532-5063}
}