FCRP - Business Management & Marketing

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Browsing FCRP - Business Management & Marketing by Author "Bîră, Monica"

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    Advertising Challenges in the Ageing Society: The Preferences of the Regular Gym-goers towards Age Portrayals in Advertising
    (College of Communication and Public Relations, NUPSPA, 2018) Duduciuc, Alina; Bîră, Monica; Zyrtec, Liora
    Research studies from various disciplines including sociology, psychology, social psychology, marketing, advertising and media research have analyzed the representation of old-aged people in advertising, as well as the consumers’ habits of a targeted population aged 50 and over. Despite the availability of data on inappropriate depiction of seniors in media (including advertising), little research has been done so far to understand which are the seniors’ preferences regarding their portrayal in certain advertising campaigns. The aim of the current study was to explore the preferences of middle-aged adults toward the representation of old age in advertising. Specifically, we tested whether there is a relationship between the preferences of Romanians gym-goers (45-60 years) on age-related advertising and their body image. The results showed that the middle-aged adults prefer models that do not necessary match their age, that is the young older model. Our data also revealed that the choices for age representations in advertising were not associated with respondents’ body image emotions in certain contexts or situations. No significant relationship between body image and preference towards age-related representations in advertising was obtained. Additionally, the analysis of the data also revealed that compared to men, women are more likely to express displeasure with their body weights, and they believe the body image strongly impacts their self-esteem during life.
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    Culture and Aging. Exploring older generations through the lenses of shifting patterns
    (Department of International Relations and European Integration of the National University of Political Studies and Public Administration, 2023-07-10) Duduciuc, Alina; Bîră, Monica; Ivan, Loredana
    Worldwide, the phenomenon of population aging has been acknowledged by statistics, and the irreversible rate of aging presents exceptional challenges. In 1950, only 22% of the European population belonged to the age group of 50+. In 2019, the same age group accounted for 38% of the European population. In the next 30 years, the percentage of older adults (+50 and above) is projected to reach 46% of the population (Rogelj & Bogataj, 2019). However, despite the significant demographic shift, only recently academic researchers and policymakers have begun to recognize the importance of the rapidly growing silver segment within the population structure and its implications for the social and economic development of society for the coming decades. In response to the rapidly growing older market, the business world has reacted differently (Kohlbacher & Herstatt, 2011) to the demand of population aging: some appear to be unaware of the existence of this phenomenon; others are considering it loss-making; while few are actively seeking for solutions to be age-friendly pioneering by developing and promoting innovative products aiming to silver consumers.
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    Through the public’s lens: are museums active members of society? an investigation during the COVID-19 pandemic
    (Springer, 2021-04-01) Zbuchea, Alexandra; Romanelli, Mauro; Bîră, Monica
    Traditionally, museums have cultural and educational roles. Increasingly, however, museums are also assuming a social role in engaging with visitors and communities and strengthening social involvement coherently given the changing expectations of the public. Museums have become participatory organisations that contribute to the well-being of society. Considering the global health challenge of the COVID-19 pandemic, this chapter investigates the way museums have responded to support their communities, as well as the public’s perception of museums’ civic profile. An online survey was applied in Italy, Romania, and the Republic of Moldova to identify the dimensions of the activity of museums regarding how the support offered by museums is visible and appreciated. The study shows that museums reacted to the COVID-19 pandemic crisis, developing online and digital sources to adapt and deliver their offers, to have a voice within society. Generally speaking, it seems that the public does not pay much attention to museums concerned in contemporary societal debates. Understanding the public image of museums helps museums redesign their organisation and activities to meet the expectations of contemporary audiences coherently, given the recent societal developments. This investigation is among the first to highlight the way museums have assumed an activist role, providing support to the wider public, by reacting to the COVID-19 pandemic.