Higher education institutions across Europe increasingly present digital transformation as a marker of strategic modernity, yet the gap between this communicated image and the underlying governance reality remains underexplored. Romanian higher education provides a revealing setting in which to examine this gap, given the convergence of supranational funding mandates, ambitious national legislation, formalized quality assurance standards, and resource-dependent universities operating under intense external pressure. Combining institutional theory with marketing governance frameworks, the European Union, the Romanian Government, the Romanian Agency for Quality Assurance in Higher Education (ARACIS), and individual universities are positioned as distinct actors whose framing choices, governance instruments, and accountability logics jointly determine the credibility of digital transformation claims. Strategic policies, funding frameworks, and legislative instruments issued between 2020 and 2026 are examined through qualitative documentary analysis structured around actor-specific coding categories. Supranational and governmental actors are found to construct an assertive digitalization narrative reinforced by conditional financing and regulatory reform, while universities adopt a markedly more pragmatic stance, channeling resources toward infrastructure visibility rather than pedagogical depth. The resulting asymmetry exposes the system to means–ends decoupling, with digital investment decisions only loosely tied to demonstrable improvements in teaching and learning. By tracing how institutional isomorphism interacts with strategic communication across governance levels, new insight is offered into the marketing governance dynamics underlying higher education digitalization in Romania.
The EU-MERCOSUR Agreement represents one of the most important interregional trade arrangements undertaken by the European Union in recent decades. Its significance arises not only from the extent of the anticipated trade liberalization but also from the political, environmental, and governance challenges it poses for EU Member States. This study examines the agreement through three interrelated dimensions: economic opportunity, distributive asymmetry, and sustainability governance. It posits that the agreement delivers considerable benefits to export-oriented manufacturing sectors, service providers, and producers of goods with protected geographical indications, while concurrently exposing vulnerable agricultural sectors to heightened competition and increasing the pressure on the EU to substantiate the credibility of its environmental and labor commitments within trade policy. The article examines the legal-institutional framework of the agreement, including its divided structure and differentiated ratification processes, assessing their impact on legitimacy and implementation. Drawing on official EU documents, European Parliament analyses, legal studies, and recent research on agriculture, sustainability, and trade enforcement, it concludes that the agreement’s effects on member states depend less on tariff reductions and more on accompanying governance mechanisms. Effective management requires targeted support for vulnerable sectors, credible traceability and monitoring systems, and strengthened integration between trade policy and the EU’s broader sustainability and economic security agendas.
The year 2025 was a milestone for the development of artificial intelligence as we can see a rapid increase of models released by many artificial intelligence vendors like Open AI, Anthropic`s Claude, Grok, Groq, Meta AI and many more. At the same time, with an increased access for anyone that has a computer and internet access and, in some scenarios even as self hosted applications, we identified a so-called process named “democratization of AI”. It`s already a widely anticipated and well-known fact that AI will shape how we work and how we will perform better and faster by doing some tasks using automated processes. The next logical questions would be: can we rely on AI when applying to a job? Are applying to jobs or filtering candidates using AI ethical? What happens if candidates use AI to apply to jobs and companies use Ai at the same time to filter them? We may observe on different recruiting platforms that many job descriptions seem to be made using artificial intelligence. The research paper is based on data collection through observation regarding how many automation platforms exist regarding curriculum vitae generation, job application, candidates filtering or job matching. On a qualitative level, our conducted research is a pioneer kind of work since most of the other papers outline using AI in a positive light. Our results showed many negative impacts that must raise some signals of concern regarding how companies communicate their open positions, how they recruit and filter candidates and how candidates are applying to jobs.
The proliferation of artificial intelligence (AI)-powered mobile health (mHealth) diagnostic applications has introduced new dynamics in consumer health behavior, particularly among digitally native populations such as Generation Z and Millennials. Despite growing adoption rates, critical questions remain regarding the psychological and contextual factors that drive-or inhibit the adoption and continued use of AI-driven diagnostic tools. This study proposes and empirically tests a comprehensive structural equation model integrating constructs from the Technology Acceptance Model (TAM) and trust theory to explain adoption intention and willingness to share health data (WSHD) among young digital health consumers. Drawing on a sample of N = 400 respondents aged 18-42 from Romania, the model examines four exogenous predictors-perceived AI accuracy (PAA), perceived ease of use (PEOU), social influence (SI), and perceived data privacy risk (PDPR)-channeled through two mediating constructs: trust in AI (TAI) and health anxiety/consciousness (HAC). The model encompasses 12 hypothesized structural paths analyzed via WarpPLS 8.0. Model fit indices confirmed good fit: APC = 0.253 (p < 0.001), ARS = 0.423 (p < 0.001), GoF = 0.463 (large effect), SPR = RSCR = SSR = NLBCDR = 1.000. Ten of twelve hypotheses were supported. TAI and HAC mediated the relationships between antecedents and behavioral outcomes, with TAI -> AI (β = 0.426, p < 0.001) and SI -> HAC (β = 0.472, p < 0.001) emerging as the strongest structural paths. The model explained 64.1% of variance in adoption intention and 42.2% in WSHD. These findings extend TAM and trust theory to AI-mediated mHealth contexts and offer actionable insights for digital health marketers targeting Generation Z and Millennial consumers.
The introduction of green cosmetics has undoubtedly captured researchers' interest following the global surge in environmental awareness and sustainable consumption. However, consumers do not consistently opt for green products, causing businesses to approach green marketing from an opportunistic standpoint. This study explores consumer awareness of green cosmetics in South Africa and Zimbabwe, two emerging markets with contrasting economies. Using an exploratory qualitative design, data were collected through purposive sampling using in-depth interviews with six participants from South Africa and six from Zimbabwe. The findings reveal that participants in both countries prefer to receive information from reference groups and social media rather than from business advertisements. In Zimbabwe, lack of awareness and product availability hinder adoption, while South African consumers are guided by packaging cues and sustainability claims. In addition, limited production and product unavailability affect the purchasing of green cosmetics, as indicated by the participants in both countries. This study contributes to the limited body of knowledge on green consumerism in African markets by offering comparative qualitative insights from two contrasting economies and offers implications for marketers and policymakers promoting sustainable consumption.
Innovation represents a cornerstone of competitiveness and growth in today’s complex global landscape. While the European Union has positioned itself as a strong advocate for innovation, less attention has been paid to how its leaders communicate this agenda and frame strategies for fostering innovation. This study conducts a sentiment-based analysis of three key speeches: Ursula von der Leyen’s 2021 inauguration speech of the European Innovation Council, Iliana Ivanova’s 2024 Research and Innovation Week speech, and the Ekaterina Zaharieva’s 2025 Research and Innovation Days speech. Using Python-based tools, the analysis applies keyword frequencies, polarity–subjectivity indices, and the NRC Emotion Lexicon to capture the tone and emotional framing of these speeches. Findings show consistently positive and future-oriented speech, with trust and anticipation as dominant emotions. Variation emerges by role: presidential speeches emphasize credibility, commissioners’ speeches highlight inclusivity and inspiration, balance optimism with caution. The study demonstrates how sentiment analysis enriches understanding of innovation communication, positioning speeches as strategic tools for sensegiving, legitimacy-building, and EU identity construction.
In the context of an increasingly fragmented media environment driven by digital transformation, brands are confronted with challenges in maintaining effective communication across both digital and traditional media channels. Against this background, the present study investigates consumer perceptions and evaluations of brand communication within the online fashion retail industry, using Fashion Days as a case study. The research focuses on consumers’ exposure to various communication sources, the perceived differences between digital and traditional brand communication, and the perceived effectiveness of these communication environments. To address these objectives, the study employs a quantitative research approach based on an online self-administered survey distributed among current and potential users of the brand. The questionnaire examined respondents’ media consumption habits, perceptions regarding communication characteristics such as visibility, diversity, and personalization, as well as their evaluations of different communication techniques used by the retailer. The findings reveal significant differences between digital and traditional communication channels, with digital media being perceived as more visible, diverse, interactive, and personalized. In particular, social media communication, influencer marketing, and search engine-based advertising were evaluated more favorably compared to traditional communication formats. Furthermore, the results indicate that consumers tend to perceive more positively the communication environments they use more frequently and in which they interact more actively with the brand. This pattern suggests the presence of cognitive biases, including the mere-exposure effect, confirmation bias, and the availability heuristic, which influence consumers’ evaluations of brand communication effectiveness. The study provides relevant implications for the development of integrated communication strategies, highlighting the importance of aligning communication channels with consumer media habits and cognitive processing mechanisms. The originality of the research derives from incorporating a cognitive bias perspective into the analysis of brand communication effectiveness and from offering empirical insights into the Romanian multibrand online fashion retail market.
This paper examines how Environmental, Social, and Governance (ESG) criteria are integrated into strategic management decisions across two distinct logistics contexts-civilian and military- and what practices are transferable between them. Using a qualitative, comparative design, the study combines documentary analysis, two illustrative case vignettes (one private-sector logistics company; one military logistics structure), and semi-structured interviews with logistics practitioners. We clarify the unit of analysis (sector), while drawing on organizational examples to ground sector-level patterns. Findings indicate that civilian logistics tends to operationalize ESG through transparency, supplier screening, and digital optimization (e.g. fuel efficiency, route planning, etc.), whereas military logistics shows selective adoption shaped by mission constraints, risk posture, and security requirements. Nevertheless, convergences emerge around resource efficiency, resilience, and stakeholder accountability. We discuss implications for strategic decision-making (e.g. governance of ESG trade-offs, data and traceability requirements) and outline a pragmatic, context-sensitive checklist for ESG integration in logistics rather than a universal framework. The paper contributes by bridging largely separate literatures on ESG and logistics with the underexplored civil-military comparison, articulating concrete avenues for cross-sector learning while acknowledging limitations related to sample, size, data availability, and generalizability.
The financial performance of a business is one of its key to success, knowing what the numbers say and do in the medical sector is an important stept to financial growth and business development. The medical equipment Romanian market is a complex and evolving one, while players like Medtronic, Philips Healthcare, Siemens Healthineers, Roche Diagnostic, Medist and Sofmedica compete. It is important to know their key financials. This paper provides an analysis of the financial performance of key industry players, using main financial indicators, derived from secondary data, such as operating revenue growth, profit margins, return on equity, and solvency ratios. These metrics provide insight into the financial health and competitive positions of the players, offering a comprehensive benchmark for comparison. Romania’s medical equipment sector has seen significant growth, with leading companies reporting substantial revenue increases in 2023. This expansion highlights the rising demand for medical equipment, fueled by technological advancements and evolving healthcare needs. Projections for 2024 suggest continued growth across the market, as companies seek to capitalize on the expanding opportunities and address new demands in the sector. The research is highly relevant for healthcare managers, investors, and industry decision-makers. By presenting a broad analysis of the Romanian medical equipment market, this study supports strategic planning, growth optimization, and sustainable development, helping stakeholders adapt to industry demands and leverage opportunities in a dynamic environment.
Although consumer behavior and the unfavorable economic context have led to significant losses in the media market for printed products, a new opportunity, provided by online channels through digital publications, brings a significant year-on-year increase in revenue and number of customers. The ongoing process of digitalization and the migration of content toward online channels, are transforming companies’ business models. This study explores the leading Romanian economic magazines to identify strategic insights that can optimize the branding strategy of new or already established economic publications. In order to investigate the current state of economic magazine’s brand and their digitalization process, the study uses online observation of social media platforms and competitors’ official websites in order to evaluate strategies related to branding and the marketing mix. The main trends identified include the use of content marketing and the development of customer loyalty through free content offered on magazines’ websites and social media channels, as well as through subscription models. However, the communication strategy is not integrated across all channels for all magazines. Additionally, competitors’ visual identities reveal common elements, such as the use of similar color schemes and a preference for associative and descriptive brand names. These finding imply a need for efficient strategies regarding proper branding and integrated communication. The results contribute to the theoretical framework of niche branding strategies and the knowledge resulted are useful for shareholders involved in the media market as they require proper guidance for brand development and business growth.
The rapid adoption of artificial intelligence (AI) is reshaping marketing practices, particularly in content creation. This exploratory study examines how Romanian marketing professionals integrate generative AI tools into their workflows and how they perceive collaboration with these technologies. Based on an exploratory survey of 53 participants, the study reports respondents’ practices and their evaluations of human-only, hybrid (human + AI), and AI-only content creation approaches. Results show that AI is most commonly used for research, drafting, and SEO-related tasks, with respondents reporting time savings and improved structure. Overall, the hybrid approach is most frequently rated as offering the best balance between efficiency and authenticity, while preserving human creative oversight. These findings point to an emerging Hybrid Intelligence pattern, where human expertise and AI capabilities complement each other in professional content work. The study provides early empirical evidence on how practitioners navigate the trade-off between automation and the human elements of creativity in marketing communication.
Brand revitalization refers to the strategic process of reclaiming lost brand value to reverse declining trends and restore competitive advantage. While widely discussed in business and management literature, its application within the music industry remains underexplored. This qualitative study addresses this gap by examining the social media strategies used to revitalize the brand of a U.S.-based country music artist, following the seven-step framework proposed by Dev and Keller (2014). Drawing on insider access to the artist’s management team, the research employs an in-depth single case study to analyze a rebranding process implemented across multiple digital platforms, supported by structured brand management and content strategies. The revitalization effort combined the restoration of legacy materials with the creation of emotionally engaging content - including photos, videos, and narrative storytelling - aimed at expanding the fanbase and reinforcing the artist’s authenticity. The findings illustrate how a multidimensional, data-informed approach - integrating brand positioning, storytelling-based marketing, systematic digital optimization, and the careful sequencing of social media initiatives - can successfully reposition an artist’s brand, generating renewed visibility, stronger engagement, and cross-media outcomes such as increased streaming, radio play, and traditional media attention. The study further highlights the transient and adaptive nature of social media–driven brand revitalization, which demands sustained strategic management to ensure long-term effectiveness. Overall, this research contributes theoretical and practical insights into how legacy music brands can be revitalized through integrated, multidimensional brand strategies.
This paper explores consumer behavior in the cruise industry, focusing on the behavioral differences between first-time and repeat passengers in the Romanian market - an emerging market rarely addressed in existing international literature. Cruising is a complex leisure product that integrates accommodation, transportation, dining, entertainment, and destination experiences into a single bundled offering. Such complexity leads to longer decision journeys and a strong reliance on travel advisors, particularly among first-time cruisers. In Romania, cruises compete directly with well-established land-based substitutes such as all-inclusive vacations. However, industry evidence confirms that cruises continue to generate some of the highest levels of satisfaction and loyalty in the leisure sector. The research applied a qualitative design, analyzing 47 narrative responses to a semi-structured questionnaire (24 first-time, 23 repeat cruisers) and complementary influencer content through thematic content analysis. As an exploratory qualitative study, it examines whether globally established patterns of cruise consumer behavior also apply to Romania’s emerging market, seeking depth of understanding rather than statistical generalization. Findings reveal distinct behavioral patterns: first-time cruisers prioritize price, safety, and informational clarity, whereas repeat passengers emphasize brand loyalty, service quality, and itinerary depth. Both groups view travel advisors as key mediators of trust and experience personalization. Post-cruise advocacy and emotional attachment further transform initial skepticism into long-term loyalty, illustrating the consumer lifecycle specific to cruise tourism. The study contributes theoretically by extending segmentation insights to an underexplored Eastern European market and practically by guiding travel advisors and cruise operators toward differentiated onboarding and retention strategies. While limited by its qualitative scope, the research provides grounded insights and outlines directions for future quantitative and cross-cultural validation.
This paper investigates the strategic integration of emotional and experiential marketing in brand communication, focusing on how these approaches reshape traditional rational strategies within the Romanian market. The purpose of this study is to understand when and how emotional and experiential marketing become effective tools for enhancing consumer engagement and brand loyalty, even in highly technical industries such as banking. The research combines a theoretical framework with applied analysis. First, a literature review was conducted to define the conceptual differences and intersections between emotional and experiential marketing, both offline and online, and to identify key success factors in their implementation. Second, a qualitative case study was developed on Banca Comercială Română (BCR), examining its transition from rational and technical communication to emotion-driven and experience-centered strategies, both in traditional campaigns and through its digital ecosystem, George. BCR’s campaigns illustrate how emotional storytelling, personalization, and user experience design can humanize a technical service and foster brand trust. This study contributes to marketing practice by offering insights into the applicability of emotional and experiential strategies beyond lifestyle industries, demonstrating their relevance in complex, data-driven contexts. It also proposes directions for future research, suggesting that quantitative studies should further explore the direct correlation between these strategies and measurable outcomes such as brand perception, satisfaction, and long-term trust.
Companies are using Artificial Intelligence (AI) as an innovation strategy to drive valuable competitive advantage to enhance their innovation strategy. This study investigates the impact of AI service performance, AI information quality, AI system quality on customer satisfaction and commitment amongst young female customers of a fashion e-retailer. Data were collected through a self-administered survey and analyzed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0. The findings show that AI service performance significantly influences AI information quality, customer satisfaction, and customer commitment, but does not significantly influence AI system quality. The results highlight the central role of AI information quality in driving positive customer experiences with AI-enabled service platforms. The study advances innovation and service quality literature by demonstrating how AI-based service attributes contribute to relational outcomes in online fashion retail. Fashion e-retailers should prioritize intuitive, interactive, and high-quality AI service interfaces to enhance customer satisfaction and encourage long-term commitment.
As a result of increasing global competition and rapid technological progress, higher education institutions are adopting innovative strategies to increase their visibility and attract potential students. This paper aims to explore how artificial intelligence (AI) is shaping university marketing through an integrative analysis of the practices used and the academic literature. The research uses a qualitative methodology based on a comprehensive review of the specialized literature that analyzes the implementation of AI in higher education marketing. Chatbots, predictive analytics and personalized content delivery systems are among the most widely used AI technologies, and the benefits they offer are numerous: they significantly increase student engagement, improve administrative processes and provide institutional branding strategies. At the same time, generative AI manages to provide personalized educational experiences, thus supporting inclusion and facilitating access to high-quality education, even in the case of universities with limited resources. The study identifies key indicators for assessing the adoption of artificial intelligence in higher education, such as student satisfaction, academic performance, and international collaboration. The paper addresses an important gap in the specialized literature, namely the absence of a systematic and integrated set of indicators that would allow for the objective assessment of how prestigious universities adopt artificial intelligence. The conclusions highlight the transformative potential of AI in educational marketing and recommend a balanced integration between digital innovation and traditional methods to ensure the relevance and competitiveness of institutions. The original contribution consists in proposing a synthetic framework for understanding university marketing based on AI, offering practical solutions.
The purpose of this study is to exploring the factors related to readiness for Artificial Intelligence (AI) adoption and to examine the current state of AI adoption practices among firms in Bulgaria. This study examines the factors related to AI technology innovation based on the technology-organization-environment (TOE) model. Four critical factors related to AI adoption are identified. The result is empirically tested with data collected by online survey filled by firms in Bulgaria. Factor analysis and cluster analysis is applied to analyze the data. The study found data, AI awareness and attitude, external funding are significantly related to readiness to AI adoption. Also a typology of four player types within the Bulgarian AI landscape is formed. Leaders are more innovative; catch-uppers have the highest AI planning intensity; wannabe firms are not yet ready in terms of budget and planning strategy; and laggards are similar to “wannabes”. Additionally, practical implications and recommendations for management leaders are provided to better shape the awareness and attitude on AI itself, and to offer tailored support services to different types of companies.
Numerous studies have shown that leadership style is a crucial factor in the success and growth of an organization in an environment as volatile as the current one. This study tests how leadership styles affect organizational effectiveness in Albanian agricultural enterprises. To determine this effect in a different context, the Multifactor Leadership Questionnaire (MLQ), a previously validated instrument, was used. Furthermore, managers and staff members from three different businesses participated in qualitative interviews to gain a deeper understanding and contextualize the results. According to these interviews, transformational leadership fosters an atmosphere that values creativity, strategic clarity, and employee empowerment. Individualized attention, inspired motivation, and idealized influence are among its key traits. On the other hand, stagnation, sometimes accompanied by a lack of creativity and a reduced sense of corporate responsibility, was commonly associated with passive leadership styles. In line with earlier work, this study, using both quantitative and qualitative evidence, supports the notion that transformational leadership has a positive impact on organizational effectiveness. In developing nations like Albania, where inclusive and flexible leadership is essential for sustained success, this study has ramifications for performance evaluations and leadership development.
This study explores Generation Y's social commerce and retail preferences in South Africa, including online behaviors, product types, social commerce platforms, and optimal retail formats. Using qualitative focus groups comprised of participants selected via purposive sampling, the study determines a strong preference of Generation Y consumers for the convenience of online shopping as opposed to shopping at traditional brick-and-mortar stores. Instagram and Facebook Marketplace emerge as the dominant social commerce platforms, backed by their visual nature and influencer culture. Electronics, fashion, beauty products, books and homeware are the most popular product categories. Trustworthiness and reliability emerged as major concerns among participants, playing a decisive role in their purchase intention. This study addresses a significant literature void by placing these behaviors in South Africa's unique digital landscape, which is defined by economic disparity and varying levels of digital accessibility. The outcomes provide practical insights for retailers that want to develop and enhance their operations on social commerce platforms and drive plans to increase sales by attracting Generation Y within the rapidly growing digital market.
The paper explores the sensitivity of the Laplace and Hurwicz algorithms to the estimated "performance indicator," evaluated through working alternatives (Ai) and performance scenarios (Sj). This sensitivity underscores the need for accurate data and well-founded assumptions in the decision-making process. The Laplace algorithm identifies the best alternative by maximizing expected performance, assuming equal probability across all scenarios. On the other hand, the Hurwicz algorithm incorporates an optimism coefficient (α), allowing for flexible decision-making by assigning different values to alternatives, particularly in areas like reducing manufacturing and transport costs, and CO2 emissions, per tonne of novel asphalt mixture. The study's key contributions lie in the development of modified decision optimization strategies that consider the varying significance of different alternatives by applying weighted coefficients to each performance scenario. These algorithms utilize a utility function tied to the performance indicators, providing a robust framework for analysing such complex problems. It is shown that the final decision is shaped not only by the chosen algorithm but also by the weighting of performance scenarios, which reflect their relative importance in the decision process.
