In a strong academic setting that brought together leading young researchers from Europe and Asia, Mihaela Gjorcheva, a PhD candidate at the University of Ljubljana and Vice President of the Management Board of the International Slavic University, presented the results of her research at the prestigious China–Europe Business Schools Conference and the Alliance of Chinese and European Business Schools (ACE) PhD Symposium.

The event was held at Xiamen University, China, from December 9 to 12, 2025.

With the paper titled “From Expression to Insight: Capturing Consumer Behavior through Netnography on Digital Platforms for Social Interaction” Gjorcheva addresses key questions related to the transformation of methods used to analyze consumer behavior in the digital era—a topic of particular importance for contemporary marketing, business strategies, and the use of real-time data. The research represents an innovative contribution to the development of new methodologies based on netnography and the analysis of digital community behavior.

The conference, held at Xiamen University (China), brought together young scholars from leading universities:

• University of Ljubljana (Slovenia)
• University of Antwerp (Belgium)
• University of Leeds (United Kingdom)
• Xiamen University (China)

The event focused on the latest academic research related to artificial intelligence, consumer trends, intercultural cooperation, as well as the development of new academic partnerships that will shape the future of business education on a global level.