The world in which people lead their lives now is full of connections. These connections have also been favored by the emergence and evolution of digital technologies. Today more than ever, individuals turn to digital solutions to communicate, to buy, to sell, and so on. This paper aims to provide a comprehensive literature review and analysis of the main digital marketing strategies. The research objectives are to identify and categorize the most common and effective digital marketing strategies from the existing literature and to contribute to the academic understanding of digital marketing strategies by synthesizing and analyzing them. The research method is qualitative, linking exploratory and descriptive approaches.

Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.

Concern for sustainable development and environmental protection has become increasingly important in the business world in recent decades. Looking for business professionals who are currently implementing sustainable development practices and the principles of the circular economy might be the most meaningful approach to the time and the space we are all heading towards in the future. This study seeks to identify the motivations, obstacles, strategies, and perspectives of specialists in the integration of the circular and sustainable economy model in businesses in the Romanian context. It focuses on providing a solid basis for promoting sustainable practices and policies in the business environment, considering theoretical elements and the perspectives and experiences of specialists. In our research, qualitative in-depth interviews were conducted among diverse specialists in Romanian businesses to gain insight. The research findings indicate consistent requests for consumer education and involvement in the circular economy process and for political support and funding sources for investments in assistive technologies. This article presents viewpoints from Romanian experts, entrepreneurs, and business decision-makers on the circular economy and sustainability. Decision-makers prioritize developing and promoting sustainable products and services, emphasizing the use of recycled materials, and using renewable energy for their activities. The presented results highlight the situation in Romania and implicitly make a significant contribution to the scientific knowledge in this field. Although the study’s qualitative nature limits its generalizability, it offers valuable insights and suggests potential directions for future research on aspects related to the circular economy and sustainability.

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer’s audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers’ daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs.

Social media started as a group of platforms where the main goal was to socialize, post pictures, and videos, and update your current thoughts, feelings, and location. Over time, social media platforms have begun to expand the type of activities they offer. Thus, social media has become a new alternative for marketing activities provided by various companies. One of the latest online marketing techniques is called Influencer Marketing. This article presents the analysis of several specialized articles, as well as the results of research conducted in this field. It further highlights the current state of knowledge about influencer marketing, the role of influencers in social media, as well as possibilities for future research studies.

This paper addresses the necessity of the relationship between the academic and economic environments. Specifically, this article presents a quantitative research study conducted among representatives of companies from the Central Region of Romania regarding the Research and Development Institute of Transylvania University of Brașov. By conducting this research, valuable insights have been obtained that can be useful both for promoting the institute and for establishing future collaborations between the business and academic sectors.