The use of sentiment analysis methodology has become crucial for e-commerce enterprises in order to optimise their marketing tactics. In the present setting, the authors strive to demonstrate the ethical and efficient use of artificial intelligence in the realm of business. The researchers used qualitative research methodologies to analyse a total of 1687 evaluations obtained from 85 online retailers associated with electronic commerce Europe Trustmark. These stores were linked with 18 different nations and operated over 14 distinct domains. The investigation used the combined power of natural language processing and machine learning, implemented via a Software-as-a-Service (SaaS) platform. The results of the study indicate that consumers often exhibit a neutral emotional tone while leaving one-star ratings. Although the influence of unfavourable evaluations is generally limited, it highlights the need for more attentiveness in their management. The extent to which users interact with goods and services has a substantial impact on the probability of publishing reviews, regardless of whether the encountered experience is unpleasant or favourable. The authors urge for the acquisition of tools and skills in order to boost the efficiency of managers and experts in parallel with expanding technological landscapes, with a particular emphasis on the utilisation of artificial intelligence for sentiment analysis.

The Smart City concept has emerged in the last decade as a fusion of ideas about how information and communication technologies could improve the functioning of cities. A new concept, that of a sustainable Smart City, is already under discussion. This article aims at analyzing the Smart City concept in Romania. The resulting advantages, but also the difficulties and obstacles that need to be confronted, are considered when becoming a Smart City. When a city wants to become smart, it must consider both the advantages and the difficulties it will face in this endeavor. This paper has been able to take into account and group the four key features of a sustainable Smart City. The authors conducted research in two parts. The first consisted of conducting a comparative analysis of the most important results of Smart City projects implemented in the four reference cities in Romania compared to London. The second, a quantitative analysis, aimed to analyze the opinions and attitudes of Romanians regarding the Smart City concept in relation to sustainability. An important finding of the study shows that over half of the respondents are familiar with the Smart City concept and 41.9% consider health as a priority for investment in technology. The authors of the article propose clearer highlighting and division of cities from the point of view of creating a Smart City.

The paper investigates the role of digitalization in strengthening the sustainability of supply chains in the Romanian restaurant sector. The starting point is the intersection between the pressures for digital transformation and the integration of sustainability principles. Digitalization, through advanced digital solutions, can strengthen traceability, reduce waste, and optimize resources, strengthening responsibility for economic efficiency and the environment. However, the implementation of these solutions in HoReCa remains disproportionate and faces barriers such as lack of digital skills, high costs, and resistance to change. The authors conducted a quantitative research study among restaurant managers in Romania. The research was complemented with two Principal Component Analyses (PCA) and a TwoStep Cluster Analysis. The role of the TwoStep Cluster Analysis was to identify a typology of restaurants according to managerial behaviors related to digitalization from a sustainable perspective. The results showed that digitalization is applied predominantly in inventory management, but less in the relationship with consumers and supply chain, where it would bring considerable benefits for sustainability. The study provides theoretical and practical contributions, highlighting the role digitalization has as a facilitator of sustainability and indicating recommendations for managers and decision-makers regarding professional training and financial support policies dedicated to sustainable digitalization.

The age in which we live is increasingly characterized by the ability of people to communicate without restrictions, to send information without restrictions and to have access to complex information, which can be accessed very quickly. The information economy will penetrate and change almost every aspect of our lives. Thus, there are many examples of companies that no longer need to occupy physical space to carry out their activity. They can be virtual and can work anywhere in the world. In this context we also refer to the transition from classic commerce to online commerce. In this paper we analyze the behavior of Romanian consumers regarding the purchase of online or offline sales spaces and complete this analysis with a quantitative marketing research on “Opinions and attitudes of Romanians on the purchase of food products from online sales outlets and offline.”

The Internet has brought along many important changes in recent years, both in terms of the manufacturing and marketing of products or services, and in terms of human relations that have undergone significant changes, due to the ease with which the travel agencies today access unlimited audiences. With the evolution of mankind and the introduction of technology in most fields of activity, the lifestyle of people has changed, so they choose more and more often to buy vacations online. The aim of this paper is to analyse how the brand, from a customer-based perspective, is a key resource for the company when the consumer automatically associates a product with the image of a particular brand. In this sense, we conducted quantitative marketing research that has as main objectives: measuring the importance of the digital brand for deciding to purchase tourism products: measuring the frequency of using the Interne in purchasing a tourism service; the impact of brand elements on Romanian consumers. This paper is very topical, in the context in which many activities in different fields have focused on the online environment. The research results can raise the interest of both individuals and travel agencies that want the development of their brand in the digital environment.

Since its inception, e-commerce had a strong impact on the way of thinking and doing business. Also, e-commerce had a strong influence on the world economy by destroying time and space barriers, offering both traders and consumers the opportunity to interact and engage in commercial transactions (no matter where they are located). Marketing environment has a significant influence on both the online stores and the shops of traditional commerce. Thus, companies must always be aware of all changes in the marketing environment. Internal and external factors can be studied and controlled so that weaknesses become strong points and threats turn into long-term opportunities. We will try to prove that elements of marketing macro environment, for example technological ones, influence in a very particular way the activity of electronic commerce companies. We also think that interacting with marketing micro environment factors, such as supply-chain sales (supply chain management), is totally different from what happens in offline trade. In this sense, two marketing researches, a qualitative focus group and another quantitative on a sample basis are made. These researches have as main objective the study of the perception of companies about the impact of environmental factors on their activity. The analysis and the results included in this paper will be useful to the companies that carry out their activity in the online environment, but also to the researchers who approach this field.