Sándor Remsei

Type of the article: Research Article

Abstract
This study examines how advertising strategies, namely, content, media, and design, influence brand-building efforts in rural markets, with a specific focus on the mediating role of content relevance. Anchored in the Elaboration Likelihood Model (ELM), the research recognizes that rural consumers often process advertising through the peripheral route, relying on visual, linguistic, and cultural cues rather than rational evaluation. Data were collected through a structured survey of 498 rural consumers across thirteen towns in Madhya Pradesh. Using covariance-based structural equation modelling, the study finds that advertising content (β = 0.353), media (β = 0.253), and design (β = 0.298) significantly affect brand perceptions. More importantly, content relevance emerges as a key mediator, with indirect effects ranging from β = 0.180 to 0.243 (p < 0.01), indicating that rural consumers are more likely to engage with advertising that aligns with their values, language, and lifestyle. Theoretically, the study extends the ELM framework to low-involvement consumer settings and highlights the nuanced role of cultural relevance in shaping brand engagement. Practically, the findings offer marketers a roadmap for creating locally adapted and emotionally resonant campaigns that move beyond urban-centric models. This research underscores the importance of designing inclusive advertising strategies that build lasting brand relationships with India’s diverse rural population.

Type of the article: Research Article

Abstract
The interaction of humans with artificial intelligence and cyber-physical systems opens the way to understanding the role of humans in modern industrial ecosystems. The research purpose is to examine the roles and functions of humans in implementing Industry 5.0 through the analysis of personality transformations in social and labor entities. A structured review methodology that synthesizes existing research on Industry 5.0 as a human-centric direction using systematic and transparent procedures (framing the question, identifying relevant publications in the Scopus database, summarizing the evidence, and interpreting the findings) is used. Within Industry 5.0, the physiological needs of a bio-human (needs for food, water, living conditions, etc.) and the technocratic interests of a labor-human (the desire to earn money, career growth, prestige, etc.) are overwhelmed in terms of time and effort by the socio-human personality needs (intellectual development, the realization of creative abilities, and obtaining knowledge). In complex technical tasks and strategic decision-making processes, humans continue to play a key role, emphasizing that full automation is not possible in all areas, and a human-centric approach remains the basis of production systems. Among the key personality skills needed for Industry 5.0 are analytical and creative thinking, the ability to design technology, critical thinking, ability to solve complex problems, leadership skills, emotional intelligence, and generating new ideas. Industry 5.0 promotes the consumption of mainly information and services dictated by the informational (spiritual) nature of the personality and relatively depresses the use of materials and services, dictated by the material nature of the human-bio.

Acknowledgments
This study is conducted within the project “Restructuring of the national economy in the direction of digital transformations for sustainable development” (№0122U001232) from the National Research Foundation of Ukraine.