TY - CONF AU - HEGEDŐS, Csaba AU - Mészáros, György AU - Keresztes, Éva Réka ED - ŞAHİN, Ethem İlhan TI - From Manual to Lean. Integrating Digital Automation and Data Driven Optimization in Administrative Logistics TS - Integrating Digital Automation and Data Driven Optimization in Administrative Logistics T2 - 8. BASKENT INTERNATIONAL CONFERENCE ON MULTIDISCIPLINARY STUDIES SN - 9798896953814 PY - 2026 SP - 651 EP - 651 PG - 1 UR - https://m2.mtmt.hu/api/publication/37056045 ID - 37056045 LA - English DB - MTMT ER - TY - GEN AU - Hegedős, Csaba AU - Mészáros, György AU - Keresztes, Éva Réka TI - From Manual to Lean. Integrating Digital Automation and Data Driven Optimization in Administrative Logistics TS - Integrating Digital Automation and Data Driven Optimization in Administrative Logistics PY - 2026 UR - https://m2.mtmt.hu/api/publication/37082513 ID - 37082513 LA - English DB - MTMT ER - TY - GEN AU - Zarándné Vámosi, Kornélia AU - Papp, Dóra AU - Keresztes, Éva Réka TI - Hogyan lehet újra vonzóvá tenni az olvasást? Fogyasztói attitűdök a digitális korban PY - 2026 UR - https://m2.mtmt.hu/api/publication/37322041 ID - 37322041 LA - Hungarian DB - MTMT ER - TY - GEN AU - NEEB, Francesca AU - KOSOVICS, Olga AU - Kovács, Ildikó AU - Keresztes, Éva Réka TI - LEVERAGING AI CHATBOTS: IMPROVING DIGITAL MARKETING IN BEV-ERAGE COMPANIES PY - 2026 UR - https://m2.mtmt.hu/api/publication/37331137 ID - 37331137 LA - English DB - MTMT ER - TY - CHAP AU - NEEB, Francesca AU - KOSOVICS, Olga AU - Kovács, Ildikó AU - Keresztes, Éva Réka ED - Violla, Makhzoum TI - LEVERAGING AI CHATBOTS: IMPROVING DIGITAL MARKETING IN BEVERAGE COMPANIES T2 - X-INTERNATIONAL ANTALYA SCIENTIFIC RESEARCH AND INNOVATIVE STUDIES CONGRESS PB - Liberty Publishing House CY - New York, New York SN - 9798896954514 PY - 2026 SP - 158 EP - 173 PG - 16 UR - https://m2.mtmt.hu/api/publication/37348454 ID - 37348454 AB - 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. LA - English DB - MTMT ER - TY - CONF AU - Blazquez, Ruiz Silvia AU - Herrero, Martín Pablo AU - Keresztes, Éva Réka ED - Zerrin, Barut TI - UNDERSTANDING GPT-4. THE NEW GENERATION OF AI TS - THE NEW GENERATION OF AI T2 - 8TH INTERNATIONAL ANTALYA Congress on Scientific Research and Innovative Studies SN - 9798896950219 PY - 2025 SP - 95 UR - https://m2.mtmt.hu/api/publication/35811254 ID - 35811254 LA - English DB - MTMT ER - TY - JOUR AU - Keresztes, Éva Réka AU - Kovács, Ildikó AU - Horváth, Annamária TI - Blockchain technology in supply chains. advancing sustainability through transparency and innovation TS - advancing sustainability through transparency and innovation JF - BUSINESS AND DIPLOMACY REVIEW J2 - BUSINESS AND DIPLOMACY REVIEW VL - 3 PY - 2025 IS - 1 SP - 63 EP - 73 PG - 11 SN - 3004-0116 UR - https://m2.mtmt.hu/api/publication/36251203 ID - 36251203 AB - 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. LA - English DB - MTMT ER - TY - JOUR AU - Andrási, Gábor AU - Keresztes, Éva Réka AU - Budai, László TI - Integrating online simulations in business education. A case study on developing decision-making skills TS - A case study on developing decision-making skills JF - INFORMÁCIÓS TÁRSADALOM: TÁRSADALOMTUDOMÁNYI FOLYÓIRAT J2 - INF TARSAD VL - 25 PY - 2025 IS - 2 SP - 73 EP - 88 PG - 16 SN - 1587-8694 DO - 10.22503/inftars.XXV.2025.2.5 UR - https://m2.mtmt.hu/api/publication/36432594 ID - 36432594 AB - 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. LA - English DB - MTMT ER - TY - GEN AU - Keresztes, Éva Réka AU - Dobák, Dóra Éva AU - Szigili, Krisztina TI - A vállalatirányítási rendszerek szerepe a hallgatók digitális kompetenciáinak fejlesztésében CY - konferencia előadás PY - 2025 UR - https://m2.mtmt.hu/api/publication/36892556 ID - 36892556 LA - Hungarian DB - MTMT ER - TY - GEN AU - Blazquez, Ruiz Silvia AU - Herrero, Martín Pablo AU - Keresztes, Éva Réka TI - UNDERSTANDING GPT-4. THE NEW GENERATION OF AI TS - THE NEW GENERATION OF AI PY - 2025 UR - https://m2.mtmt.hu/api/publication/36919142 ID - 36919142 LA - English DB - MTMT ER -