From 27 to 29 November 2025, Chief Assist. Prof. Dr. Irena Mladenova presented a joint paper with Prof. Dr. Econ. Sci. Neviana Krasteva and Prof. Dr. Sci. Tsvetan Davidkov at the Seventh International Conference on Marketing and Technologies, ICMarkTech’25, held in Valencia, Spain. The event is one of the established academic forums in the fields of digital marketing, innovation, and technological applications in consumer behaviour, annually attracting researchers, academics, and practitioners from various countries.

The paper presented by the faculty members of the Faculty of Economics and Business Administration is entitled “From Attitudes to Behavioral Profiles: The Role of Preliminary Research, Cultural Factors, and Digital Confidence in Furniture Purchasing”. The study examines the interaction between consumer attitudes, cultural characteristics, and digital confidence as key factors shaping behavioural profiles in the context of furniture purchasing. The authors analyse the role of preliminary research and the significance of intercultural variations, offering interpretations that are relevant both to the academic community and to practitioners in the field of marketing analysis.

The participation of the colleagues in ICMarkTech’25 represents an important opportunity for expanding scientific collaboration, disseminating ongoing research results, and strengthening the international visibility of the faculty. The forum provides an academic environment for the exchange of ideas and methodological approaches, which is essential for the advancement of contemporary research in marketing and digital technologies.