The rapid evolution of digital technology and social media has transformed traditional advertising into a dynamic, interactive, and influencer-driven industry. Through a qualitative content analysis of three popular beauty YouTubers—Zoella, Tanya Burr, and SprinkleofGlitter—this research examines how influencers use persuasive communication strategies to build personal brands and engage audiences. This research highlights how useful this type of marketing is while also raising awareness regarding the manipulation that is taking place.

This paper aims to present and promote the eSports and its situation in Romania. Esports, also known as electronic sports, professional video game competitions, can be defined as a form of sports where the main aspects are facilitated by electronic systems. Most often eSports takes the form of multiplayer video game contests usually organized between professional players. Several games are popular in the competitive scene. The championships that appeared in the 1990s were those that contained fighting video games and the shooter type, genres that still have a large audience. Electronic athletes (or e-athlete, professional gamers) are those people who perform in a video game, thus reaching a higher level than amateur players. They train for hours to reach this performance. In the professional gaming industry, there are organizations that have players such as football or basketball clubs and they are paid monthly, receive specialized training, and participate in various competitions representing the organization they belong to. Following these ideas, the authors will first highlight the concepts that deal with eSports and video games globally, providing information on the emergence of eSports, then the situation of eSports in Romania is presented and its development. From this point of view, multiple video game contests and events are organized in Romania and the difference between international and domestic eSports is highlighted. As a novelty factor of this paper, some of the first Romanian representative attempts in organizing eSports events or competitions are presented.

This paper aims to discuss and thoroughly analyze, aided using content analysis, and make use of certain theoretical support available regarding primary social learning, approximately how many and what certain events in a child’s life can affect his or her behavior. We discuss how Albert Bandura’s experiment involving the Bobo Clown doll revealed some troubling aspects no matter their age or even intellectual capacities. All these behaviors can, unfortunately, irreversibly affect a child’s harmonious development, both psychologically as well as emotionally. Virtual liberty also poses a threat in this case. This article proposes to take a deeper look into this phenomenon, constructing a base that starts early historically.

This paper aims to highlight the impact that The Beatles have had over the generations on the lifestyle and self-image of individuals who listen to this music. This aspect leads to the creation of musical identities, which can reduce social-cultural barriers as well as language barriers between fans from different socio-cultural contexts. We want to highlight the fact that regardless of the cultural context in which people live, the quality of being a fan of a pop-rock band, can be a means by which people can reduce sociocultural and linguistic barriers. On the other hand, the impact of a band of such magnitude, such as The Beatles, can have strong, positive effects on various dimensions of lifestyle, shaping attitudes, values, behaviors. This can be a great resource for people who, in this increasingly individualized society, no longer have a sense of belonging to a community. Through social media they can adhere to such communities and indirectly to a number of values and behaviors that can have a positive impact on their lives. By interacting with these communities, they will develop a sense of belonging, shape their lifestyle and build a self-image that can sometimes, in certain circumstances, change life trajectories. In other words, the quality of being a fan of a band like The Beatles can be an extraordinary resource for society and can be means of resilience to various stressors of the socio-cultural environment in which we live.

This paper aims to analyze well-known contemporary aspects that gained the interest of masses, especially in the online universe. Destructiveness develops either from abuse, in case of mukbang, or giving up and ultimately negligence, in case of the so-called hikikomori. While mukbang has its origins in South Korea and it literally took the whole world almost instantly, hikikomori is a more isolated subject that resides and originates from Japan. Mukbang, originally consisting of passionated people (mostly YouTubers) that film themselves eating and chatting with their audicences, took a sharp turn towards addictiveness and unhealthiness, in some notorious cases (YouTuber Nicholas Perry, better known as Nikocado Avocado). And so, various health problems developed, as well as emotional outbursts and mental struggles, such as obesity, depression, mood swings and violent behavior overall. On the other hand, the Japanese hikikomori (social withdrawal syndrome) usually lock themselves up willingly, in both their physical rooms as well as their own bodies, since antisocial behavior, shyness and ultimately isolation take a toll on each hikikomori, who prefer to be alone and/or accompanied only by online so-called friends. This paper presents and discusses through content analysis these contemporary phenomenons and their impact in society as a whole.