Paulina Rutecka-Cicha

University of Economics in Katowice

Assistant Professor

Paulina Rutecka-Cicha

Department of Informatics

Dr. Eng. Paulina Rutecka currently holds the position of an Assistant Professor at the University of Economics in Katowice, in the Department of Informatics. In her research, she adopts an interdisciplinary approach, combining expertise in ICT tools with marketing communication to study website quality, search engine mechanisms, and the advancement of sustainable development within the tourism and agritourism sectors. Furthermore, her scientific interests extend to technology acceptance models in e-learning, the digital transformation of education, and web application cybersecurity.

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2026

Faria, Henrique; Pinto, Pedro; Rutecka, Paulina (2026).
A Taxonomy of Attacks on the Exposure Notification System used by Contact Tracing Applications.
Journal of Computer Virology and Hacking Techniques, Forthcoming.
Journal Article Forthcoming
Rutecka, Paulina (2026).
Metropolis GZM residents' acceptance of sustainability messaging from accommodation providers.
Scientific Papers of Silesian University of Technology – Organization and Management Series, vol. 244, 2026, ISSN: 1641-3466.. doi: 10.29119/1641-3466.2026.244.8
Journal Article
Pańkowska, Małgorzata; Morawiec, Patryk; Rizun, Mariia; Rutecka, Paulina; Sołtysik-Piorunkiewicz, Anna; Strzelecki, Artur; Zagała, Kacper (2026).
Business Process Automation in Micro-Enterprises: Framework for Exploring the Intention and Usage.
In: Sobczak, A; Doligalski, T; Goliński, M (Ed.): Hyper-Automation, AI and Business Processes, Chapter 8, Routledge, 2026, ISBN: 9781041130390.. doi: 10.4324/9781003667773-8
Book Chapter
Cicha, Karina; Rutecka, Paulina (2026).
Poland at the AI Crossroads: How Workers Use Technology to Stay Ahead.
In: Bigne E Reis J.L, Bogdanović Z (Ed.): Marketing and Smart Technologies. Proceedings of ICMarkTech 2025, Volume 1, Chapter 3, pp. 32-56, 2026.. doi: 10.1007/978-3-032-16284-7_3
Book Chapter
Strzelecki, Artur; Rutecka, Paulina; Cicha, Karina; Rizun, Mariia (2026).
Using ChatGPT in Higher Education: Opportunities, Challenges, and Adaptation of LLMs in the Individual Learning of HEI Students.
In: Durak, G.; Çankaya, S.; Sharples, M. (Ed.): Generative AI in Education: Theories, Applications, and Ethical Frontiers, pp. 31–57, Springer Nature, Singapore, 2026, ISBN: 978-981-95-4871-2.. doi: 10.1007/978-981-95-4871-2_3
Book Chapter PDF

2025

Rutecka, Paulina (2025).
Acceptance of Tourist Accommodation Providers’ Sustainable Communication.
International Journal of Contemporary Management, vol. 61, no. 1, pp. 177-190, 2025, ISSN: 2449-8920., Jagiellonian University. doi: 10.2478/ijcm-2025-0018
Journal Article PDF
Rutecka, Paulina (2025).
Zrównoważony rozwój polskich przedsiębiorstw agroturystycznych.
Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2025, ISBN: 978-83-7875-948-5.. doi: 10.22367/uekat.9788378759485
Book PDF
Rutecka, Paulina; Adamczyk, Anna (2025).
AI-Driven Facial Emotion Analysis for Customer Emotion Recognition—An Explanatory Study.
In: J.L.; Gomes Reis, L. M. ; Bogdanović (Ed.): Marketing and Smart Technologies , pp. 39–56, Singapore, Springer Nature, 2025, ISBN: 978-981-96-3076-9.. doi: 10.1007/978-981-96-3077-6_3
Book Chapter PDF
Rutecka, Paulina; Cicha, Karina; Rizun, Mariia; Strzelecki, Artur (2025).
Generative ai in curriculum design: Empirical insights into model performance and educational constraints.
IEEE Transactions on Learning Technologies, vol. 18, pp. 757 - 768, 2025.. doi: 10.1109/TLT.2025.3587081
Journal Article Impact Factor: 4.9 PDF
Olma, Karolina; Rutecka, Paulina; Strzelecki, Artur (2025).
Investigating the Factors Driving Consumers’ Intention to Use Mobile Banking Applications: An Integrated Acceptance Model.
In: J.L. Reis, Peter (Ed.): Marketing and Smart Technologies, vol. 393, pp. 355–372, Singapore, Springer Nature, 2025, ISBN: 978-981-97-3697-3.. doi: 10.1007/978-981-97-3698-0_25
Book Chapter PDF
Rutecka, Paulina; Cicha, Karina; Rizun, Mariia; Strzelecki, Artur (2025).
Polish tourist facilities' engagement in the communication of the low-emission activities and sustainable development.
Environment, Development and Sustainability, vol. 27, no. 2, pp. 3827–3853, 2025., Springer Netherlands Dordrecht
Journal Article Impact Factor: 4.2 PDF
Rutecka, Paulina; Cicha, Karina; Rizun, Mariia; Strzelecki, Artur (2025).
Digital Technologies for Climate Education: A Scoping Review of Empirical Studies.
In: & Ö. G. Ulum, M. A. Küçükaydın; H. Ulum (Ed.): Climate Change, Education, and Technology, Chapter 4, pp. 36–54, Taylor & Francis Group, Boca Raton, Abingdon, 2025, ISBN: 978-1-032-69862-5.. doi: 10.1201/9781032719672-4
Book Chapter PDF
Šafár, Leoš; Pekarčik, Marek; Morawiec, Patryk; Rutecka, Paulina; Wieczorek-Kosmala, Monika (2025).
Mapping cybersecurity in SMEs: the role of ownership and firm characteristics in the silesian region of Poland.
Information, vol. 16, no. 7, pp. 590, 2025., MDPI. doi: 10.3390/info16070590
Journal Article Impact Factor: 2.9 PDF
Rutecka, Paulina; Cicha, Karina (2025).
“Ghiblified by AI”: Viral AI-generated image trend in press narratives.
First Monday, vol. 30, iss. 9, 2025, ISSN: 1396-0466., University of Illinois at Chicago University Library. doi: 10.5210/fm.v30i9.14304
Journal Article Impact Factor: 1.185 PDF
Rutecka, Paulina; Cicha, Karina (2025).
Top competencies for the AI usage and the market-explanatory study from Poland.
In: S. Bjeladinović I. Luković, B. Delibašić (Ed.): Empowering the Interdisciplinary Role of ISD in Addressing Contemporary Issues in Digital Transformation: How Data Science and Generative AI Contributes to ISD (ISD2025 Proceedings), University of Gdańsk, Department of Business Informatics & University of Belgrade, Faculty of Organizational Sciences, Belgrade, Serbia, 2025, ISBN: 978-83-972632-1-5.. doi: 10.62036/ISD.2025.119
Proceedings Article PDF

2024

Rutecka, Paulina; Cicha, Karina; Rizun, Mariia; Strzelecki, Artur (2024).
Acceptance and use of ChatGPT in the academic community.
Education and Information Technologies, vol. 29, no. 17, pp. 22943–22968, 2024., Springer. doi: 10.1007/s10639-024-12765-1
Journal Article Impact Factor: 4.8 PDF
Barreto, Jackson; Rutecka, Paulina; Cicha, Karina; Pinto, Pedro (2024).
The Status and Management of Web-Related Security at Higher Education Institutions in Poland..
In: Mori P. Lenzini G., Furnell S. (Ed.): Proceedings of the 10th International Conference on Information Systems Security and Privacy, pp. 789–798, SciTePress, Setúbal, 2024, ISBN: 978-989-758-683-5.. doi: 10.5220/0012423000003648
Proceedings Article PDF
Przedworska, Kornelia; Rutecka, Paulina (2024).
Key determinants shaping the effectiveness of distribution strategies in the Polish coalmines.
Scientific Papers of Silesian University of Technology. Organization & Management/Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, no. 206, pp. 529-545, 2024, ISSN: 1641-3466.. doi: 10.29119/1641-3466.2024.206.31
Journal Article PDF
Rutecka, Paulina (2024).
Do customers expect agritourism farms to implement sustainable development activities? Theoretical background.
AZƏRBAYCAN RESPUBLİKASI ELM VƏ TƏHSİL NAZİRLİYİ, vol. 17, pp. 37, 2024.
Journal Article
Adamczyk, Anna; Rutecka, Paulina (2024).
Analiza zastosowania technik rozpoznawania emocji w praktyce biznesowej.
Zeszyty Naukowe Akademii Górnośląskiej, no. 23, pp. 5–15, 2024, ISSN: 2956-6681.. doi: 10.53259/2024.11.01
Journal Article PDF

2023

Rutecka, Paulina (2023).
Zrównoważony rozwój polskich przedsiębiorstw agroturystycznych.
Uniwersytet Ekonomiczny w Katowicach, 2023.
PhD Thesis PDF
Cicha, Karina; Rutecka, Paulina (2023).
Quality Factors for Agritouristic Websites—Comparative Study of Measurement Methods.
In: Del Rio A.M Reis J.L, Reis L. P (Ed.): Marketing and Smart Technologies, vol. 344, pp. 497–514, Springer Nature Singapore, 2023, ISBN: 978-981-99-0332-0.. doi: 10.1007/978-981-99-0333-7
Book Chapter PDF
Rutecka, Paulina; Parra-López, Eduardo (2023).
Blockchain Use Possibilities: A Systematic Literature Review.
In: Peter M. K. Reis J.L, Varela González J. A (Ed.): Marketing and Smart Technologies, vol. 337, pp. 13–28, Springer, Singapore, 2023, ISBN: 978-981-19-9098-4.. doi: 10.1007/978-981-19-9099-1
Book Chapter PDF
Oliveira, Luís; Chmielewski, Andrzej; Rutecka, Paulina; Cicha, Karina; Rizun, Mariia; Torres, Nuno; Pinto, Pedro (2023).
Assessing Cybersecurity Hygiene and Cyber Threats Awareness in the Campus-A Case Study of Higher Education Institutions in Portugal and Poland.
In: Proceedings of the 2023 IEEE International Conference on Cyber Security and Resilience (CSR), pp. 168–173, IEEE Venice, Italy, 2023.. doi: 10.1109/CSR57506.2023.10224910
Proceedings Article PDF
Cicha, Karina; Rutecka, Paulina (2023).
Digital Tools for Innovative Higher Education Teaching-A Scoping Review of Empirical Studies.
In: M. M. da Silva A. R. da Silva, J. Estima (Ed.): Information Systems Development, Organizational Aspects and Societal Trends (ISD2023 Proceedings), Lisbon, Instituto Superior Técnic, 2023, ISBN: 978-989-33-5509-1.. doi: 10.62036/ISD.2023.22
Proceedings Article PDF

2022

Cicha, Karina; Rutecka, Paulina; Rizun, Mariia; Strzelecki, Artur (2022).
Distance learning support measures for teachers in Poland during the COVID-19 pandemic.
International Journal of Environmental Research and Public Health, vol. 19, no. 13, pp. 8031, 2022, ISSN: 1660-4601., MDPI. doi: 10.3390/ijerph19138031
Journal Article Impact Factor: 4.614 (2021) PDF
Strzelecki, Artur; Cicha, Karina; Rizun, Mariia; Rutecka, Paulina (2022).
Using a general extended technology acceptance model for e-learning (GETAMEL). A literature review of empirical studies.
In: & C. Schneider, R. A. Buchmann; G. C. Silaghi; D. Bufnea; V. Niculescu; G. Czibula; C. Barry; M. Lang; H. Linger (Ed.): Information Systems Development: Artificial Intelligence for Information Systems Development and Operations, Cluj-Napoca, Romania: Babeș-Bolyai University, 2022, ISBN: 978-973-53-2917-4.. doi: 10.62036/ISD.2022.57
Proceedings Article PDF
Strzelecki, Artur; Azevedo, Ana; Rizun, Mariia; Rutecka, Paulina; Zagała, Kacper; Cicha, Karina; Albuquerque, Alexandra (2022).
Human mobility restrictions and COVID-19 infection rates: analysis of mobility data and coronavirus spread in Poland and Portugal.
International Journal of Environmental Research and Public Health, vol. 19, no. 21, pp. 14455, 2022., MDPI. doi: 10.3390/ijerph192114455
Journal Article Impact Factor: 4.614 (2021) PDF
Rutecka, Paulina (2022).
Kryteria i metody oceny jakości stron internetowych.
In: Pańkowska, Małgorzata (Ed.): Zarządzanie jakością systemów informatycznych, pp. 111–136, Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2022, ISBN: 978-83-7875-800-6.
Book Chapter PDF

2021

Strzelecki, Artur; Rutecka, Paulina (2021).
Featured Snippets Comparison in Six European Languages.
In: Reis J.L. Rocha Á., Peter M. K. (Ed.): Marketing and Smart Technologies, vol. 205, pp. 687-697, Signapore, Springer, 2021, ISBN: 978-981-33-4183-8.. doi: 10.1007/978-981-33-4183-8_55
Book Chapter
Cicha, Karina; Rutecka, Paulina; Rizun, Mariia; Strzelecki, Artur (2021).
Digital and media literacies in the Polish education system—Pre-and Post-COVID-19 perspective.
Education Sciences, vol. 11, no. 9, pp. 532, 2021., MDPI. doi: 10.3390/educsci11090532
Journal Article Impact Factor: 2.6 (2021) PDF
Cicha, Karina; Rizun, Mariia; Rutecka, Paulina; Strzelecki, Artur (2021).
COVID-19 and Higher Education: First-Year Students’ Expectations toward Distance Learning.
Sustainability, vol. 13, no. 4, pp. 1889, 2021., Multidisciplinary Digital Publishing Institute. doi: 10.3390/su13041889
Journal Article Impact Factor: 3.25 (2021) PDF

2020

Strzelecki, Artur; Rutecka, Paulina (2020).
Featured snippets results in Google web search: an exploratory study.
In: Marketing and Smart Technologies: Proceedings of ICMarkTech 2019, pp. 9–18, Springer Singapore Singapore, 2020., Springer Singapore Singapore
Book Section
Strzelecki, Artur; Rutecka, Paulina (2020).
Direct answers in Google search results.
IEEE Access, vol. 8, pp. 103642–103654, 2020., IEEE. doi: 10.1109/ACCESS.2020.2999160
Journal Article Impact Factor: 3.745 (2021) PDF

2019

Strzelecki, Artur; Rutecka, Paulina (2019).
The snippets taxonomy in web search engines.
In: International Conference on Business Informatics Research, pp. 177–188, Springer International Publishing Cham 2019.. doi: 10.1007/978-3-030-31143-8_13
Proceedings Article PDF
Rutecka, Paulina (2019).
Właściciel agroturystycznego przedsiębiorstwa rodzinnego jako brand-hero marki.
In: Kościelniak H., Puto A. (Ed.): Nowe trendy w rozwoju firm rodzinnych, pp. 79-93, Wydawnictwo Politechniki Częstochowskiej, Częstochowa, 2019, ISBN: 978-83-7193-715-6.
Book Chapter PDF

2018

Cicha, Karina; Rutecka, Paulina (2018).
Wydarzenia kulturalne w komunikacji wybranych śląskich uczelni wyższych.
Studia Ekonomiczne, no. 376, pp. 9–22, 2018., Uniwersytet Ekonomiczny w Katowicach
Journal Article
Rutecka, Paulina; Cicha, Karina (2018).
Customer’s trust management in polish e-commerce: Case study.
Information Systems in Management, vol. 7, 2018.
Journal Article

Paulina Rutecka-Cicha