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The current era has brought about major changes in the way people connect to each other, and social media is a major pillar of this change. In this new communication and connecting environment, companies are under pressure to constantly adapt and become present on platforms where their customers are while being sustainable and profitable in the long run. On the other hand, traditional marketing research challenges have led to the expansion of new research approaches like neuromarketing as a means to gather the most accurate data ever from customers. When referring to how we can use neuromarketing research within the social media context, the current paper aims to fill a gap in the current literature: Using neuromarketing research in social media while taking into consideration both companies’ purposes and customers’ sought-after benefits. This aim is achieved through two pieces of research that shed light on a model where these purposes are matched with the corresponding benefits, showing the degree of acceptability of four major neuromarketing applications. This model is a stepping stone towards discovering how social media neuromarketing research can be a pillar of sustainable business communication as part of the broader perspective of sustainability in terms of business growth.
Mihaela Constantinescu; Andreea Orindaru; Andreea Pachitanu; Laura Rosca; Stefan-Claudiu Caescu; Mihai Cristian Orzan. Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth. Sustainability 2019, 11, 7094 .
AMA StyleMihaela Constantinescu, Andreea Orindaru, Andreea Pachitanu, Laura Rosca, Stefan-Claudiu Caescu, Mihai Cristian Orzan. Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth. Sustainability. 2019; 11 (24):7094.
Chicago/Turabian StyleMihaela Constantinescu; Andreea Orindaru; Andreea Pachitanu; Laura Rosca; Stefan-Claudiu Caescu; Mihai Cristian Orzan. 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth." Sustainability 11, no. 24: 7094.
The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers’ mindset and their personal system of values.Keywords: Digital marketing mix, consumer behaviour, quantitative research
Raluca Giorgiana Chivu; Ivona Stoica; Mihai-Cristian Orzan; Andra-Victoria Radu. New trends in marketing mix strategies for digital consumer behaviour. New Trends and Issues Proceedings on Humanities and Social Sciences 2018, 5, 89 -95.
AMA StyleRaluca Giorgiana Chivu, Ivona Stoica, Mihai-Cristian Orzan, Andra-Victoria Radu. New trends in marketing mix strategies for digital consumer behaviour. New Trends and Issues Proceedings on Humanities and Social Sciences. 2018; 5 (2):89-95.
Chicago/Turabian StyleRaluca Giorgiana Chivu; Ivona Stoica; Mihai-Cristian Orzan; Andra-Victoria Radu. 2018. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2: 89-95.
This paper analyzes factors influencing recognition of sustainable opportunities by using an augmented sustainability process model. The conceptual model used two main factors, Knowledge and Motivation, and one moderating variable, Social embeddedness. We investigated entrepreneurs from PVC joinery industry and concluded that while market orientation and sustainable entrepreneurial orientation definitely and positively influence sustainable opportunity recognition, others variables like knowledge of the natural/communal environment, awareness of sustainable development or focus on success have less support. Among all variables analyzed, perception of the threat of the natural/communal environment and altruism toward others have the poorest impact on opportunity recognition. Finally, we concluded that social embeddedness has a moderating effect on sustainable opportunity recognition, even though the results were mixed.
Eduard-Gabriel Ceptureanu; Sebastian-Ion Ceptureanu; Mihai Cristian Orzan; Ovidiu Niculae Bordean; Violeta Radulescu. Empirical Study on Sustainable Opportunities Recognition. A Polyvinyl Chloride (PVC) Joinery Industry Analysis Using Augmented Sustainable Development Process Model. Sustainability 2017, 9, 1779 .
AMA StyleEduard-Gabriel Ceptureanu, Sebastian-Ion Ceptureanu, Mihai Cristian Orzan, Ovidiu Niculae Bordean, Violeta Radulescu. Empirical Study on Sustainable Opportunities Recognition. A Polyvinyl Chloride (PVC) Joinery Industry Analysis Using Augmented Sustainable Development Process Model. Sustainability. 2017; 9 (10):1779.
Chicago/Turabian StyleEduard-Gabriel Ceptureanu; Sebastian-Ion Ceptureanu; Mihai Cristian Orzan; Ovidiu Niculae Bordean; Violeta Radulescu. 2017. "Empirical Study on Sustainable Opportunities Recognition. A Polyvinyl Chloride (PVC) Joinery Industry Analysis Using Augmented Sustainable Development Process Model." Sustainability 9, no. 10: 1779.
Non-profit organizations (NPOs) have become increasingly important in the last decade for Romanian society since the state often failed to fulfill some of its social responsibilities. Romania’s economic and financial crisis several years ago hardly hit non-profit sector because it led to a significant drop in public spending at the government level and cuts of financing programs from companies, two main donors for NPOs while simultaneously has amplified society’s problems and gave rise to new target groups requiring support. This led to an acute need to address sustainability at organizational level since existing sustainability models in the literature are hardly adequate for Romanian context. We developed a model based on literature survey and Romanian experts’ interviews, which allow us to identify relevant factors for Romanian non-profit sustainability. Three determinants were considered: Cognitive competence (nine items analyzed), Social awareness (seven items analyzed) and Financial vulnerability (four items analyzed), as well as two types of results: economic and social. The model was tested through an empirical research on 103 Romanian NPOs and on two sub-samples (nongovernment organizations and community based organizations) and found, using univariate and bivariate analysis, that the three considered determinants are correlated and statistically influence Romanian NPOs sustainability.
Sebastian-Ion Ceptureanu; Eduard-Gabriel Ceptureanu; Mihai Cristian Orzan; Irinel Marin. Toward a Romanian NPOs Sustainability Model: Determinants of Sustainability. Sustainability 2017, 9, 966 .
AMA StyleSebastian-Ion Ceptureanu, Eduard-Gabriel Ceptureanu, Mihai Cristian Orzan, Irinel Marin. Toward a Romanian NPOs Sustainability Model: Determinants of Sustainability. Sustainability. 2017; 9 (6):966.
Chicago/Turabian StyleSebastian-Ion Ceptureanu; Eduard-Gabriel Ceptureanu; Mihai Cristian Orzan; Irinel Marin. 2017. "Toward a Romanian NPOs Sustainability Model: Determinants of Sustainability." Sustainability 9, no. 6: 966.
The world is in a continuous changing, products change, people change but what matters is what makes us click? Many tried to answer this question, but there are a lot of factors that determine and have a real influence over the consumer behavior. This paper aims to analyze the influence perceived by consumers, whenever they bought or intent to buy a smartphone. It has been developed a marketing research regarding decision factors in choosing smartphones, how smartphone brands can influence the Romanian consumer behavior. It was designed an online survey hosted by esurveyspro, an online platform, the sample registered 110 respondents in two weeks (5th – 19th August 2014). Also, by this case study about decision process in buying smartphones, we wanted to see after a thoroughly research and a serial of statistics tests, which factors influence best the Romanian consumer: is it the brand or the only thing that matters is what the device can do. The research is relevant for marketers because a smartphone can be a true “weapon” when it comes for mobile advertising, online, ecommerce, SMS Marketing and also it can be useful for the application developers and the service providers in knowing what lies behind such a buying decision to serve consumer better.
Ivona Stoica; Călin Vegheş; Mihai Orzan. Statistical Exploratory Marketing Research on Romanian Consumer's Behavior Regarding Smartphones. Procedia Economics and Finance 2015, 32, 923 -931.
AMA StyleIvona Stoica, Călin Vegheş, Mihai Orzan. Statistical Exploratory Marketing Research on Romanian Consumer's Behavior Regarding Smartphones. Procedia Economics and Finance. 2015; 32 ():923-931.
Chicago/Turabian StyleIvona Stoica; Călin Vegheş; Mihai Orzan. 2015. "Statistical Exploratory Marketing Research on Romanian Consumer's Behavior Regarding Smartphones." Procedia Economics and Finance 32, no. : 923-931.
We face today, both at the national and global level, a serious challenge with “Health–Nutrition–Well-Being,” requiring a more rapid adaptation to changing economic trends and new thinking, including the alternative food system, as a general expression of the concern for synergy between the social returns and business success and for improving the quality of our lives. Food quality continues to be an important topic, as consumer behavior witnesses growing diet-related health concerns, which confirms the current need to study traditional foods in order to enhance and improve the diet. In our case study, we attempted to determine if people prefer traditional food and if they consider traditional food healthier than processed food. The main objective was to gain general insight in consumer perceptions, expectations, and attitudes and to understand the relationship between consumers’ expectations and consumers’ attitudes to changes of traditional products and product acceptance, as well as exploring how attitudes toward innovation and contextual factors affect the appropriateness of traditional products.
Theodor Valentin Purcărea; Gheorghe Orzan; Mihai Orzan; Ivona Stoica. Romanian Consumer Behavior Regarding Traditional Foods: Contributing to the Rebuilding of a Healthier Food Culture. Journal of Food Products Marketing 2013, 19, 119 -137.
AMA StyleTheodor Valentin Purcărea, Gheorghe Orzan, Mihai Orzan, Ivona Stoica. Romanian Consumer Behavior Regarding Traditional Foods: Contributing to the Rebuilding of a Healthier Food Culture. Journal of Food Products Marketing. 2013; 19 (2):119-137.
Chicago/Turabian StyleTheodor Valentin Purcărea; Gheorghe Orzan; Mihai Orzan; Ivona Stoica. 2013. "Romanian Consumer Behavior Regarding Traditional Foods: Contributing to the Rebuilding of a Healthier Food Culture." Journal of Food Products Marketing 19, no. 2: 119-137.