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  • Qualitative Research
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Articles published on Qualitative Research Methods

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  • New
  • Research Article
  • 10.1080/17531055.2025.2611662
Citizenship dilemma: how second-generation Rwandan migrants navigate life challenges in post-colonial Kenya
  • Feb 3, 2026
  • Journal of Eastern African Studies
  • David Mwambari + 1 more

ABSTRACT This paper explores the lived experiences of second-generation Rwandan labor migrants living in Kisii, Nandi and Kericho counties of Kenya. It examines how colonial policies and histories of famines in the 1940s in Rwanda and post-colonial Kenyan continue to shape descendants of Rwandan migrants today economically, politically and socially. Available literature often considers colonial history to make sense of cyclical violence, civil wars, genocide or post-election violence, but limited analysis examines how colonialism itself actively endures in the present moment and shapes contemporary questions of citizenship, identity and belonging of second-generation migrants. The study uses qualitative research methods through in-depth interviews and focus group discussions amongst the second-generation Rwandan migrants to undertake a thematic analysis. It has identified themes and connections between the lived experiences, remembrance, citizenship and colonial legacies in tea plantation counties. The findings show that the community of migrants is almost a forgotten and exploited generation due to exclusionary citizenship laws that stifle their ability to live full and integrated lives despite contributing to Kenya’s economic life for almost a century.

  • New
  • Research Article
  • 10.1097/cnq.0000000000000580
Nurses' Perception and Practice of Night Shift Napping: Qualitative Research at Different Medical Settings.
  • Feb 1, 2026
  • Critical care nursing quarterly
  • Ghada Shalaby Khalaf Mahran + 3 more

Nurses working night shifts face the risk of sleep deprivation, posing threats to patient and nurse safety. There has been limited nursing research on napping, which is recognized as an effective strategy to enhance performance, reduce fatigue, and increase alertness. This study aims to investigate nurses' practices and perceptions regarding the benefits and drawbacks associated with napping during night shifts. Qualitative research methods were utilized with a targeted sample of critical care nurses working in intensive care units or emergency departments at Assiut University Hospitals in Egypt. Nurses participated in semi-structured interviews using a questionnaire. Analysis involved constant comparison of transcripts to identify categories and themes. Most participants (65.6%) acknowledged the benefits of napping. Reported positive effects included clearer communication (98.09%), enhanced efficiency during shift changes (59.04%), wakefulness during charting (89.52%), increased energy levels (95.23%), and confidence in task completion (87.61%). Additionally, napping was found to improve nurses' psychological adjustment (100%) and enhance safety for both nurses and patients (100%). However, a minority of respondents (34.4%) cited drawbacks such as understaffing associated with napping and patients worry. This study provides evidence of the positive impact of napping on various aspects of nursing care and safety for patients and nurses.

  • New
  • Research Article
  • 10.35516/hum.2026.9481
The Role of Translation Theory in Preparing Professional Translators: A Descriptive Analysis Study
  • Feb 1, 2026
  • Dirasat: Human and Social Sciences
  • Nader N Albkower

Objectives: This study aims to enhance the understanding of the interaction between theory and practice and its role in enriching real-world translation practices. It examines translation comments and strategic decisions made by translation students who have received at least three years of training in both practical and theoretical translation. Methods: The study adopts a descriptive-analytical approach, using data from 246 translation tasks completed by 20 students enrolled in a practical translation training course. Each task contained approximately 1,000 words. The translation comments covered a variety of texts, including legal, promotional, educational, media, general, and technical content. The researcher selected diverse text types to address a wide range of challenges translators may encounter in professional settings. Both quantitative and qualitative research methods were employed to analyse students’ translation decisions and comments, assessing the impact of theoretical approaches on their choices. Each student was given four days to submit their translation, along with a detailed explanation of the applied theories, their justifications, and whether they were used independently or in combination with others. Results: The study revealed that the majority of students (62.19%) did not apply translation theories in their work, which reduced the consideration of cultural and contextual factors in the translation process. Conclusions: The study recommends revising translation curricula to achieve a better balance between theory and practice.

  • New
  • Research Article
  • 10.21565/ozelegitimdergisi.1635616
Examination of Special Education Teachers’ Views and Experiences Regarding Privacy Education
  • Feb 1, 2026
  • Ankara Üniversitesi Eğitim Bilimleri Fakültesi Özel Eğitim Dergisi
  • Zehra Atbaşı + 1 more

Introduction: Various studies have demonstrated that individuals with special needs are at a higher risk of experiencing privacy violations compared to their typically developing peers. For individuals with special needs to acquire the necessary knowledge about privacy, educational interventions must be implemented to address issues related to privacy. At this point, special education teachers bear significant responsibilities. This study aims to examine the views and experiences of special education teachers regarding privacy education. Method: This study employed a phenomenological design, a qualitative research method. The study group consisted of 20 special education teachers. A semi-structured interview form was used to collect data. The interviews were conducted face-to-face. The obtained data were analyzed using the content analysis method. Findings: As a result of the analyses, four main themes were identified: the content of privacy education, privacy violations and coping methods, the instruction of privacy education in the classroom, and the level of family involvement. Discussion: The findings revealed that special education teachers had limited knowledge and skills regarding the content of privacy education, coping methods for privacy violations, and the instructional process. Additionally, the findings suggested that family collaboration during the privacy education process is insufficient, and the level of family involvement varies depending on several factors. The findings are consistent with the existing literature and support the need for structured programs for special education teachers as well as efforts aimed at increasing family participation.

  • New
  • Research Article
  • 10.59689/incare.v6i5.1326
The Twenty Attributes of God in <i>‘Aqidatul ‘Awam</i> and Ahmad Sambas’ Manuscript: A Comparative Analysis
  • Feb 1, 2026
  • INCARE, International Journal of Educational Resources
  • Ahmad Muafi + 1 more

This study aims to make a comparison between the concept of the twenty-nature of Allah SWT contained in the Book of ‘Aqidatul ‘Awam by Sayyid Ahmad Marzuqi with the concept contained in the Book of Quotations of Ahmad Sambas Mufti Kutai, and analyze its relevance to the development of modern monotheistic education. Through the qualitative Library Research literature research method, it was found that both literatures present the nature of twenty as the foundation of the Ahlussunnah wal Jama'ah faith, but with a different approach. While the Book of Quotations of Ahmad Sambas divides these qualities into the groups of Salbiyah, Ma'ani, and Ma'nawiyah, 'Aqidatul 'Awam is written in the form of a concise nadzam. It also gives a stern warning against the erroneous interpretation that equates beings with the Dzat Allah of the infidel zindiq. In monotheistic education, this comparison has strategic value because it offers a learning model that combines the ‘Aqidatul ‘Awam memorization method with the contextual and analytical approach of Ahmad Sambas Mufti of Kutai. The results of this study emphasize that the study of the nature of the twenty is very important in shaping Muslims who have spiritual strength, moral integrity, and a strong monotheistic consciousness in the midst of the challenges faced by modern society.

  • New
  • Research Article
  • 10.1016/j.actpsy.2025.106184
Status of the psychological contract between psychiatric nurses and head nurses from a dual perspective: A qualitative study.
  • Feb 1, 2026
  • Acta psychologica
  • Yujuan Qin + 3 more

Status of the psychological contract between psychiatric nurses and head nurses from a dual perspective: A qualitative study.

  • New
  • Research Article
  • 10.14686/buefad.1555490
Reflection of the Role of Artistic Activities in Posttraumatic Growth in Games: League of Legends Example
  • Feb 1, 2026
  • Bartın University Journal of Faculty of Education
  • Muhammed Enes Keskinkılıç + 2 more

This study aims to examine the reflection of the role of artistic activities in posttraumatic growth in games. For this purpose, the life stories of the characters (champions) in the League of Legends (LoL) game were examined. The study was conducted using the descriptive survey model of the qualitative research method. A purposive sampling technique was used to determine the study group. Five characters were selected who had traumatic experiences, posttraumatic development, and the effect of art activities on posttraumatic development participated in the study. Two of these characters were male, and three were female. Three characters are from Ionia, one from Demacia, and one from Piltover. It is seen that the characters had traumatic experiences such as migration and loss due to war-like reasons. The data were collected by examining the champions' life stories on the League of Legends official website. The data was analyzed with descriptive analysis. Codes were obtained by analyzing the characters' life stories, and related codes were grouped under themes. As a result, it was seen that the role of artistic activities in posttraumatic growth was reflected in the League of Legends game.

  • New
  • Research Article
  • 10.14686/buefad.1610272
District National Education Managers' Views on Talent ManagementPractices
  • Feb 1, 2026
  • Bartın University Journal of Faculty of Education
  • Özlem Akın Mart + 2 more

Talent management attracts attention as a current human resources approach. The aim of this research is to determine district national education directors’ views and practices for the talent management approach. Phenomenology design, one of the qualitative research methods, was used in the research. The study group of the research consists of all district national education directors working in Burdur province in the 2022-2023 academic year. The data were obtained with a semi-structured interview form and analyzed with the content analysis method. The findings were addressed in the context of talent attraction, placement, development, retention and backup dimensions, which are expressed as talent management processes. At the same time, the views of the managers for the definiton of talent is were examined, and their suggestions on the necessity and applicability of talent management practices were determined. As a result of the research, it was seen that the definitions of talented employees of district national education directors varied, but “communication and leadership skills” were prioritized. When their views on talent management dimensions were examined; it was seen that most of them wanted to have authority in the recruitment (attraction) process, they cared about representation ability and merit when assigning, they paid attention to interests and abilities in the distribution of tasks, and they emphasized that expertise in the field should be the most important criterion in performance evaluation. In terms of development, the importance of in-service training, the power of relationships in out-of-hours and rewarding were expressed as the most important factors that increase motivation. It was observed that their suggestions for backup were persuasion and increasing motivation. While all participants stated that talent management processes should be implemented for educational institutions, it is noteworthy that all participants were of the opinion that they were not applicable under current conditions. It is believed that the research is a criticism and suggestion for human resources policies in educational institutions.

  • New
  • Research Article
  • 10.1080/00167428.2025.2591368
Conversations in the Diaspora: Navigating a Māori Identity When Geographically Displaced From Ancestral Homelands
  • Feb 1, 2026
  • Geographical Review
  • Leteisha Te Awhe-Downey

ABSTRACT Diaspora, the migration of people away from their homelands, is a contemporary experience of Indigenous communities. Of concern in Indigenous diaspora research is how one maintains cultural identity while living within exclusionary environments that have the lasting influence of settler-colonial assimilationist ideologies. This paper contributes to the growing conversation around the Indigenous diaspora by drawing on the narratives of three Māori individuals who have lived experience in the diaspora. Kōwetewete, an Indigenous qualitative research method, invited conversations from the diaspora into this paper. Participants provided insights concerning the complexity of identity assertion in the diaspora, themes of belonging and connection to tūrangawaewae (ancestral homeland), and diasporic relations to the homeland. This paper highlights the need for better recognition of Māori in the diaspora and argues that it is essential to decolonize place-based markers that continue to limit cultural-identity experiences.

  • New
  • Research Article
  • 10.70382/mejhlar.v11i6.088
ASSESSMENT OF THE EFFECTS OF E-GOVERNANCE IN TERTIARY EDUCATIONAL SYSTEM IN NIGERIA
  • Feb 1, 2026
  • International Journal of Humanities, Literature and Art Research
  • Ogedengbe Enejinor Saka + 1 more

This study is an assessment of the effects of e-governance on tertiary educational system in Nigeria. The objective of the study is examine how e-governance influences transparency and accountability in Nigerian tertiary institutions. The study focused on e-governance, scope of e-governance, relevance of e-governance, challenges of e-governance, tertiary educational system in Nigeria, application of e-governance in Nigerian tertiary institutions. The theoretical framework of the study is rooted in Technology Acceptance Model by Davis (1989). The research work adopted qualitative research methods, relying primarily on secondary data from textbooks, academic journals, government reports and online sources. A content analysis approach was employed to interpret various conceptual themes. The study found out that e-governance has significantly improved transparency in Nigerian tertiary institutions by digitalization of administrative functions. The study recommended that stakeholders must invest in reliable internet access, modern hardware and updated software to support e-governance across institutions.

  • New
  • Research Article
  • 10.24106/kefdergi.1878113
Visual Arts Teachers’ Differences in the Teaching Process Identifying Self-Regulation Skills
  • Jan 31, 2026
  • Kastamonu Eğitim Dergisi
  • Derya Öztürk + 1 more

Purpose: This study aims to determine how visual arts teachers utilize self-regulation skills within their instructional practices and to examine their experiences regarding this process in depth. Method: Utilizing a phenomenological design, a qualitative research method, this study was conducted with 5 visual arts teachers working in the province of Gümüşhane during the 2024-2025 academic year. Participants were selected using the purposive sampling method. The data collection process was carried out in two stages: In the first stage, classroom observations were conducted using a prepared form; in the second stage, semi-structured interviews were held based on the observation data. The obtained data were analyzed using content analysis; following the coding process, categories and themes were established, and the relationships between these themes were explained through a holistic model. Findings: As a result of the research, it was determined that the self-regulation skills of visual arts teachers in the instructional process differentiated across methodological, motivational, environmental, behavioral, and temporal dimensions. The findings indicate that these skills contribute directly to the professional development of the teachers. Highlights: One of the most significant outputs of the research is the determination that self-regulation skills operate in five distinct dimensions methodological, motivational, environmental, behavioral, and temporal rather than as a single structure. As a result of this multidimensional structure, it was observed that the self-regulation strategies implemented by the teachers significantly support students' creative and independent learning processes. Furthermore, the study reveals the critical role of reflective thinking practices which enable teachers to systematically review their own experiences and improve their teaching methods in enhancing the overall quality of education.

  • New
  • Research Article
  • 10.1080/2159676x.2026.2618642
Using photo-elicitation to enrich sensemaking of football coaches’ well-being over time: a longitudinal interpretative phenomenological analysis
  • Jan 31, 2026
  • Qualitative Research in Sport, Exercise and Health
  • Andrew J Higham + 3 more

ABSTRACT Well-being is multifaceted and shaped by various aspects of a person’s life across diverse contexts and dimensions over time. As such, innovative qualitative methods are needed to make sense of the temporality, context sensitivity and ecological nature of well-being. This study applied a multi-modal Longitudinal Interpretative Phenomenological Analysis (LIPA) and photo-elicitation approach to explore how professional football coaches make sense of their well-being over a 10-month period. Seven male football coaches from the United Kingdom were interviewed at four timepoints across a professional football season, providing reflective photographs to support sensemaking. Two Group Experiential Themes were developed: (i) The struggle to remain whole: Balancing self, role, and relationships, and (ii) The challenges of navigating experiences, connections, and anticipations. The multi-modal LIPA approach captured the temporal, contextual, and reciprocal influences between personal, relational, and cultural systems on well-being. Visual methods facilitated rich, metaphorical insight into tacit experiences that shaped well-being management, including how coaches navigated role transitions, family dynamics, and institutional norms. The photo-elicitation approach actively opened up conversations, enhancing participants’ self-awareness and well-being management. This research advances understanding of how the dynamic and contextualised nature of well-being can be explored using multi-modal longitudinal qualitative research methods.

  • New
  • Research Article
  • 10.26418/ejme.v14i1.104365
TRANSFORMASI UNIVERSITAS TANJUNGPURA DARI PERGURUAN TINGGI NEGERI BADAN LAYANAN UMUM MENUJU BADAN HUKUM: STRATEGI PADA MASA TRANSISI DALAM ASPEK SUMBER DAYA MANUSIA
  • Jan 31, 2026
  • Equator Journal of Management and Entrepreneurship (EJME)
  • Hidayat Hidayat + 3 more

The transformation of Universitas Tanjungpura (Untan) from a Public Service Agency State University (PTN-BLU) to a State University with Legal Entity status (PTN-BH) represents a strategic step aimed at enhancing institutional autonomy, flexibility, and competitiveness. This transition entails fundamental changes in governance, including the management of Human Resources (HR). This journal article examines the challenges and strategies of HR management during the transition period toward PTN-BH status. The study employs a qualitative research method with a case study approach, utilizing document analysis and in-depth interviews with key stakeholders at Universitas Tanjungpura. The findings identify several key challenges: (1) the need to align employment regulations from the BLU framework to the legal entity model, (2) the enhancement of HR competencies to manage expanded institutional autonomy, (3) the transformation of organizational culture toward outcome-oriented performance, and (4) the transition of remuneration and incentive systems toward performance-based schemes. The article proposes several strategic measures, including intensive communication and socialization, the formulation of clear and equitable implementing regulations, comprehensive and sustainable capacity-building programs, and the development of transparent and objective performance appraisal systems. It is concluded that the success of the transition largely depends on the readiness and effective management of human resources. Therefore, HR transition strategies must serve as a fundamental pillar and top priority throughout the entire process of institutional transformation.

  • New
  • Research Article
  • 10.61987/jemr.v5i1.1705
The Implementation of the Dewey Decimal Classification (DDC) System in Managing Library Administration
  • Jan 30, 2026
  • Journal of Educational Management Research
  • Fitrotin Azizah + 2 more

This study aims to analyze the implementation of the Dewey Decimal Classification (DDC) system in library administration management. The research focuses on how the DDC system is applied in classifying library collections, organizing materials, and improving the effectiveness of administrative services. A qualitative research method with a descriptive approach was employed. Data were collected through direct observation, in-depth interviews with librarians, and documentation analysis related to library administration activities. The results show that the implementation of the DDC system contributes significantly to more systematic and well-structured collection management. The use of DDC facilitates information retrieval for users, enhances the efficiency and accuracy of administrative processes, and supports librarians in managing collections in an orderly and consistent manner. Furthermore, the DDC system strengthens library governance by providing clear classification standards that improve service quality and administrative accountability. The findings of this study indicate that effective implementation of the DDC system can serve as a strategic instrument for improving library administration management and can be adopted by other educational institutions, particularly school and madrasah libraries, to support optimal learning resources and information services

  • New
  • Research Article
  • 10.47787/gfjxbn26
Value Chain Mapping of the Ceramic Cookstove Industry: A Case Study in Murang’a and Nyeri counties, Kenya.
  • Jan 30, 2026
  • PAN AFRICA SCIENCE JOURNAL
  • Samwel Oyugi Oriwo + 5 more

This study mapped and analyzed the ceramic cookstove value chain in Murang’a and Nyeri counties, Kenya, with the objective of identifying key stakeholders, operational dynamics, systemic challenges, and opportunities for enhancing sectoral sustainability. Utilizing qualitative research methods, including site visits, interviews, focus group discussions, narrative analysis, and value chain mapping, the study examined raw material sourcing, production processes, market linkages, and governance structures within the largely informal artisanal cookstove sector. Findings revealed a dynamic but constrained value chain characterized by manual, labor-intensive production, significant gendered labor patterns, weak financial and market structures, and environmental and occupational risks. Women were found to play a dominant role in both production and trade, highlighting the need for gender-sensitive interventions. Despite these challenges, emerging opportunities include technological upgrading, cooperative market development, carbon financing engagement, and alignment with SDG 7(affordable and clean energy) initiatives. The study concludes with actionable recommendations for policy, financing, and institutional reforms aimed at formalizing and scaling up the sector’s contribution to clean energy transitions and rural livelihoods in Kenya.

  • New
  • Research Article
  • 10.21154/antologihukum.v5i2.5430
Religious Penetration in the Global Era
  • Jan 29, 2026
  • Jurnal Antologi Hukum
  • Husna Ni’Matul Ulya + 2 more

Advances in technology and religious learning can be done through virtual media, but negative impacts can arise because religious figures are virtual. Technological advances in all aspects mark Indonesia's freedom of religion in this global era. And the reduced role model of religion at home and in the environment. There are many families consisting of more than one religion. The impact is that this is considered a natural thing in society. Based on the above assumptions, the researcher is interested in researching Religious Penetration in the Global Era (Case Study of Freedom to Choose Religion in the Family). This study uses qualitative research methods and case studies based on search, library, interview, observation, and triangulation techniques in finding and decomposing the data presented with the results of observations to be analysed descriptively. The study results show that religious freedom in the family should be based on positive reinforcement and constructive negative reinforcement to obtain behaviour that is by the correct legal and legal basis in applying religious freedom.

  • New
  • Research Article
  • 10.61132/sintaksis.v4i1.2550
An Analysis of Discourse Markers in Donald Trump’s 2025 Rally Victory Speech
  • Jan 28, 2026
  • Sintaksis : Publikasi Para ahli Bahasa dan Sastra Inggris
  • Faridatuz Zulfa + 1 more

This study is focused on the use of discourse markers in Donald Trmpu’s rally victory speech. The purposes of this study are to find out the types of discourse markers used during the speech and the functions by using Fraser’s theory (2009) to examine the types of discourse markers and Schiffrin’s theory (1987) to analyze their functions. In this study, the data used are words and phrases from the utterances uttered by Donald Trimp which included to discourse markers. Therefore, the researcher used qualitative research method to analyze this topic. The reearcher also used data analysis technique from Miles, Huberman, and Saldana (2014). In conclusion, the researcher found all types of discourse markers used by Donald Trump on his rally victory speech. There are 227 data included in the discourse markers. Among them are 54 contrastive discourse marker, 148 elaborative discourse markers, 20 inferential discourse markers, and 5 temporal discourse markers. Elaborative Discourse Markers are dominant used by Donald Trump. Based on the functions, the writer found that from 5 functions of discourse markers. There are Marker of Response, Marker of Connectives, Marker of Cause and Effect, and Marker of Information and Partiipation.

  • New
  • Research Article
  • 10.32478/wz2zzk06
Upaya Kepala Sekolah dalam Mencegah Perilaku Bullying di Sekolah Menengah Kejuruan
  • Jan 26, 2026
  • AJMIE: Alhikam Journal of Multidisciplinary Islamic Education
  • Dewi Rubiyati + 1 more

The purpose of this study was to analyze how was the efforts of the principal of SMKN 1 Sedan in preventing bullying. This study used a qualitative research method using a case study. Data collection techniques included detailed interviews and observations. Data analysis involved data reduction, data presentation, data validity checking through data triangulation, and drawing conclusions. The research findings revealed that the headmaster of SMKN 1 Sedan conducted a Bullying Prevention Socialization program, which included the presentation of material on bullying and evaluation of the activity using pre- and post-tests. Involving Islamic Religious Education Teachers to Implement Islamic Values ​​to Students. In addition to conducting outreach activities to prevent bullying, the Principal of SMKN 1 Sedan, through Islamic Religious Education teachers, also implements Islamic values ​​regarding moral values ​​to create quality students/learners with noble character.

  • New
  • Research Article
  • 10.65136/ejbm.v7i3.95
PERCEIVED DISCRIMINATION IN HIRING LGBT INDIVIDUALS IN THE ARTS & MEDIA SECTOR IN MALAYSIA: A QUALITATIVE STUDY
  • Jan 25, 2026
  • Electronic Journal of Business and Management
  • Dharshini Nelamagan + 2 more

The purpose of this qualitative study is to explore the factors that contribute towards perceived discrimination in hiring LGBT individuals in the arts and media sector in Malaysia and how organizations can minimize such practices. Using a basic qualitative research method with an inductive approach, this study conducted semi-structured interviews to obtain deeper insights. The findings focused on discrimination faced during the hiring process, uncovering that stereotypes and social stigma are primary contributing factors. The research also touches upon the lack of legal protection and the importance of human rights awareness. The results serve as a guide for government organizations, NGOs, and hiring managers to take precautions and implement fair practices to avoid discrimination against LGBTQ individuals in the workforce.

  • New
  • Research Article
  • 10.30857/2786-5398.2025.4.5
INTERACTION OF COGNITIVE AND EMOTIONAL FACTORS IN THE PROCESS OF ADVERTISING MESSAGES' INFLUENCE
  • Jan 22, 2026
  • Journal of Strategic Economic Research
  • Zhanna M Zhygalkevych + 1 more

The article is devoted to the study of the interaction of cognitive and emotional factors in the process of perceiving advertising messages, which is a decisive factor in the effectiveness of modern marketing communications in conditions of information overload. Therefore, the need to move from classical methods of advertising creation to strategies based on a deep understanding of consumer psychology is emphasized. The theoretical foundations of cognitive processes and emotional reactions in marketing communications are considered. It is proven that it is the combination of cognitive and emotional components that determines the level of assimilation of an advertising message, the formation of long-term associations with the brand, and the overall effectiveness of an advertising campaign. The main models of influence, which serve as the theoretical basis for planning communication strategies, are analysed. An author's model of complex influence is developed, which visualises the relationship between cognitive and emotional perception of advertising and their combined effect on consumer behaviour. For the digital environment, a dynamic model of trust is proposed, describing its formation through three successive levels: from transactional-functional to value-oriented. This model is complemented by the concept of ‘digital trust sequence,’ which details specific tools and mechanisms for its construction at each stage. The article emphasises the need to combine rational arguments and emotional triggers to achieve maximum communication effect, and justifies an integrated approach to evaluating effectiveness that combines digital metrics with qualitative research methods.

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