FCRP - Business Management & Marketing

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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.
Ageing and responsible consumption
(National University of Political Studies and Public Administration, Faculty of Management, 2021-12-30) Zbuchea, Alexandra; Ivan, Loredana; Mocanu, Rareș
Multiple studies show that the contemporary society is increasingly more responsible and ask companies to prove responsible citizens, too. The current study aims to a better understanding of the role of age plans in responsible consumption attitudes and values. Investigating the literature in the field, including studies developed worldwide as well as on the Romanian market. The research documents that the younger adults are more responsible and greener than older persons. Nevertheless, the older the consumer, the more trustful in the personal impact of her/his consumption is. The older adults seem to be less inclined towards responsible buying. The available data also suggests that the age gap is closing, and older consumers tend to be increasingly more responsible.
Alcohol consumption in the context of the covid-19 pandemic
(2022) Fitzek, Sebastian
In this study I aimed to conduct a qualitative research on the influence of alcohol on domestic violence using hybrid questionnaires (online and F2F) on three distinct groups of alcohol consumers in Bucharest (medium, high and low). I used the online scientific platform "SurveyMonkey" for the questionnaire application and data collection. The Alcohol Use Disorders Identification Test, AUDIT-C model was used to assess alcohol consumption in the 2 months (October, November 2021) according to three key consumption indicators: frequency of alcohol consumption, alcohol level, average amount consumed per drink and frequency of excessive alcohol consumption Change in consumption was recorded analogously to AUDIT-C variables (frequency of alcohol consumption, amount of alcohol consumption and excessive alcohol consumption), whereby consumption indicators are related to the degree of change. So, is there a link between degree of consumption, frequency and domestic violence? The results, together with a range of psychiatric, psychoanalytic and psychological theories, provide a variety of explanations for the violent behavior perpetuated in family relationships, denouncing their impact and harmful effects on personality upbringing, psychological profiling, and especially on the belonging and role of the dysfunctional family.
Aspects Regarding Virtual Reality as Innovation in Creative Industries
(Romanian Academy Publishing House, 2017) Leovaridis, Cristina; Bahnă, Monica
The paper focuses on innovation generated by using virtual reality in one of the most innovative economic sector, the creative industries, aiming to identify the characteristics and the context of innovation by using virtual reality in this complex domain. As new combinations of knowledge and resources, innovation, regardless of its type, creates possibilities of new innovations, and thus set the framework for continuous development; innovation in services, and especially in cultural-creative industries, became a theme of interest during the last years, because its effects extend beyond this sector and affect activity in the whole economy. From strengthening imaginary reality within gaming and entertainment, to simulate reality for educational or social purposes, virtual reality has proved to be an unrivaled innovation strategy. The paper will include an empirical research based on semi-structured interview guide addressed to some entrepreneurs in three different areas of creative industries (architecture, journalism, advertising) from three different European countries, aiming to identify the internal and external factors that determined the use of virtual reality as an innovative technology, the modalities and consequences of its implementation in these three fields of creative industries.
Atitudini și discursuri populiste în România. Dinamici în 2019-2021 și posibile explicații ale impactului AUR = Populist attitudens and discourse în Romania. Evolutions in 2019-2021 & possibile explanations of the impact of the AUR party
(Polis Revista de Stiinte Politice, 2021) Sultănescu, Dan; Teodorescu, Bogdan; Sultănescu, Daniela
Evaluating the populist phenomenon in a country like Romania is a complex research objective and requires an important distinction between two dimensions – effectively measuring the public’s populist predispositions, regardless of party affinities, and evaluating the ideological discourse of the main parties as well as the relationship between these ideological approaches and the populist attitudes in society. In this study, we evaluated the current state of the populist inclinations of the voting-age population in Romania, and also the ideological mechanisms that have recently stimulated these populist attitudes. We analyzed whether we can observe a rise in populist attitudes in Romania in recent years, especially in the context of the emergence of a new political force with populist and ultra-nationalist discourse. We also evaluate the evolution of this type of ideologic discourse during the last year, as well as its relation to earlier populist political discourses in Romania. We operate on the premise that parties can have populist approaches independently from the ideology they support, and also that understanding the relation between (political) discourse and populist orientation (of the public) is relevant.
Caracteristici ale freelancing-ului în industriile creative
(Romanian Academy Publishing House, 2018) Leovaridis, Cristina; Antimiu, Roxana; Cârcu, Laura
The present article sets out to clarify the concept of freelancing, with a focus on the characteristics of freelancing in the creative industries. In the last decades, there has been an evolution from traditional jobs to a much more flexible alternative, namely freelancing. A significant part of this article is devoted to the definition of cultural and creative industries, theories and models representative of them, as well as to the enhancement of the economic and social role of creative industries in Europe and Romania. Another part focuses on freelancing on the labor market. The qualitative empirical research is based on semi-structured interview guide, applied face to face on a group of young freelancers, aged 23 to 32, from the urban area, working in the creative industries sector.
Challenges and social vulnerabilities for Romanian seasonal workers in Germany during the Covid-19 pandemic
(2022) Fitzek, Sebastian
In the present study I highlighted the subjective indicators of the quality of life in the Romanian diaspora during the COVID-19 pandemic, using as a case study the situation of Romanians residing in Germany, as well as of Romanians working in seasonal jobs. The data collected were extracted from primary research based on in-depth interviews that I conducted with Romanian respondents living both in Romania and in Germany between April 2021 and August 2021, also with administrative officials from both countries who agreed to present their opinions on the topic under analysis. The secondary databases have largely completed the data specific to a statistical analysis, but without being able to access a complete picture of Romanian migrants in Germany, as many of the specific macro-data for the period 2020 and 2021 are lacking and others are not finalized. An important part of the secondary data comes from statistical sources provided by Eurostat and the National Institute of Statistics. The increasing presence of Romanians in Germany in recent years has become a topic of interest for both countries, involving joint diplomatic efforts, closer communication and a streamlining of legislation and bureaucracy. In order to strengthen administrative and diplomatic relations between the two countries, the need for research on the proposed topic is a major priority for both Romanian and German academic society.
Comportamentul de organizare a evenimentelor familiale
(Romanian Academy, 2013) Predatu, Codruța; Leovaridis, Cristina
The present work aims to identify the main features of the family events’ organizing behavious in Romania, from a comparative perspective between the urban and rural area. The theoretical presentation, from a historical-anthropological point of view, of the role of these events in the life of individuals and the community they are part of, as well as of their way of organization and development, is followed by a secondary analysis of statistical data regarding the current situation of family events in Romania, before, during and after the pandemic, including the effects of the pandemic on the event organization field. Subsequently, the paper focuses on the applied approach, based on a qualitative research carried out through interviews with both event organizers and with people who have been the main actors in family events in the last three years (2020−2023).
Consumer Behavior Towards Apparel E-Commerce in Romania
(2018) Devderea, Ciprian; Toader, Florența
The aim of this paper is to study consumer behavior towards apparel ecommerce in the context of the Romanian market. Besides the local context, the study is concerned with the factors that may influence consumer behavior, and the attitude of Romanian consumers towards online apparel shopping. Therefore, the following objectives were set: to identify the attitude of individuals towards online shopping for apparel in Romania; to find out what are the factors of influence on the consumers' attitude towards buying apparel online, and to identify the advantages and disadvantages perceived by consumers toward buying apparel online. In order to reach these objectives, 14 interviews with young Romanian consumers were conducted. The results of the study revealed two consumer profiles: occasional apparel shopping users and regular apparel shopping users. These two different consumer profiles have different behaviors, but both of them pay attention to the matter of trust and risk, word of mouth, website quality, and customer support, considering them critical factors in choosing online stores over classical brick and mortar stores.
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.
Echilibrul dintre muncă, viaţă personală şi educaţie în rândul studenților. O cercetare calitativă
(Romanian Academy Publishing House, 2018) Leovaridis, Cristina; Cârcu, Laura
The present paper approaches work-life-education balance for Romanian students, beginning with reviewing the classical theories about the field of work-life balance in general, continuing with a theoretical information about the lifestyles of Romanian young people at present, then with a secondary analysis of statistical data obtained from national and international research in the field. Subsequently, the paper will focus on a qualitative field research using the interview technique to identify the views of students in five areas of study, on the balance between work, personal life and education; in addition, interviews were conducted with representants of six companies, indicated by respondent students as giving them jobs, to obtain complementary information for the purpose of a more balanced analysis.
Echilibrul muncă-viaţă personală în perioada pandemiei. O comparație între sectoarele IT si publicitate
(2022) Leovaridis, Cristina; Păun, Elena-Gabriela
This paper aims to identify the main features of the work life-balance during the pandemic, comparing between two sectors of the creative industries in Romania, IT and advertising. After a theoretical presentation of the work-life balance, accompanied by an analysis of statistical data on the situation of teleworking, nationally and in Europe, the paper focuses on an applied approach, based on a qualitative research conducted through interviews with employees and managers in the two economic sectors.
Ethics management and social responsibility in Romanian IT industry (I) - Possible improvements of working conditions
(National Institute for Research & Development in Informatics – ICI Bucharest, 2020) Cernat, Manuela; Borțun, Dumitru; Matei, Corina Sorana
The main purpose of this article was to investigate, using the tools of qualitative research, the working conditions for Romanians working in the IT industry, and to assess their level of professional and social responsibility. According to recent research, jobs tend to be more and more polarized. We now have what we might call “bad jobs” and “good jobs” (Kalleberg, 2012). The Romanian IT sector was considered – from the perspective of public policy – a revolutionary sector where intelligence and innovation would lead to social progress. The public discourse framing this sector, the policies regulating this sector, and the relatively high wages would lead to the conclusion that these are “good jobs”. Our goal is to analyze, with scientific rigor, the working conditions in this sector by using the characteristics that are currently used at the level of the European Union to assess the quality of working life. The conclusions of our study would require further interpretations and suggestions in order to to bring about an improvement of the working conditions in this sector, as well as to address the lack of labour unions and of ethics management in Romanian IT industry.
Exploring Physician-Older Patient Communication. A Qualitative Analysis of Communication between Older Patients and General Practitioners
(College of Communication and Public Relations, NUPSPA, 2018) Daba-Buzoianu, Corina; Cârtiță-Buzoianu, Cristina; Amalancei, Brândușa Mariana
An great body of research has been carried out to study physician-patient communication and its impact on quality of care, patient satisfaction, treatment and health. Good physician-patient communication is proved to increase patient’s health. Most of the existent literature on the field has been done on younger patients and only a small part of the studies conducted took into consideration the older patients’ communication and relationship with their doctors. We depart from the idea that age has an important role in doctor-patient interaction, as age moderates the relationship between the style of interaction and patient satisfaction. This study aims to explore the physician-older patient communication by analyzing the way elders experience the relationship with the general practitioner. By doing so, the current study looks at the way elders perceive their relationship with the general practitioner and the level of their satisfaction. Elements like tone of voice, forms of address, topics, explanations given, motifs of the visit have been considered in the present study in order to explore de doctor-older patient communication.
Feeding the troll detection algorithm: Informal flags used as labels in clșassification models to indentify perceived computational propaganda
(University of Illinois at Chicago University Library, 2020) Achimescu, Vlad; Sultănescu, Dan
The authenticity of public debate is challenged by the emergence of networks of non-genuine users (such as political bots and trolls) employed and maintained by governments to influence public opinion. To tackle this issue, researchers have developed algorithms to automatically detect non-genuine users, but it is not clear how to identify relevant content, what features to use and how often to retrain classifiers. Users of online discussion boards who informally flag other users by calling them out as paid trolls provide potential labels of perceived propaganda in real time. Against this background, we test the performance of supervised machine learning models (regularized regression and random forests) to predict discussion board comments perceived as propaganda by users of a major Romanian online newspaper. Results show that precision and recall are relatively high and stable, and re-training the model on new labels does not improve prediction diagnostics. Overall, metadata (particularly a low comment rating) are more predictive of perceived propaganda than textual features. The method can be extended to monitor suspicious activity in other online environments, but the results should not be interpreted as detecting actual propaganda.
Inițiative antreprenoriale în domeniul comerțului electronic de produse specifice industriilor creative
(Romanian Academy Publishing House, 2021) Leovaridis, Cristina; Gheorghe, Mihai Adrian
The present paper intends to identify the main features of Romanian small entreprises entrepreneurs in online commerce of some of the creative industry branches. Also, the main characteristics of their businesses, in their view, and in the view of several experts in the field, are going to be described. E-commerce allowed these firms to break some barriers which were obliterating their development, offering opportunities to enter new markets, and to eliminate some additional unnecessary costs. After a theoretical view and a statistical analysis of Romania`s small firms situation, in an European perspective, and the depiction of some of the concepts in the field (entrepreneurship, small firms, creative industries, online commerce), the paper further focuses on the applicable/ practical side of the domain, based on a qualitative research using several interviews with entrepreneurs and experts in the studied field.
Linking Sustainability-Driven Factors and Online Knowledge Sharing in Business: A PLS-SEM Analysis
(2023) Pînzaru, Florina; Dobrescu, Paul; Vițelar, Alexandra; Moldoveanu, Ion; Săniuță, Adina
Over time, the concept of sustainable development may transform into a business practice that mandates organizations to contemplate the interconnectedness between economic, social, and environmental factors. For organizations to grow in a competitive market, they should adopt cohesive policies founded on reliable sustainability strategies and combine this with efficient knowledge sharing. This approach supports an organization’s growth and enhances its social reputation. That is, these elements may be considered important for an organization’s growth in a competitive market. Building upon this context, we used structural equation modeling (SEM) to examine the structural correlations between organizational sustainability policies, supplier sustainability, online knowledge sharing, and external factors that encourage sustainable practices. This study’s originality and novelty lie in its proposal of a conceptual model that connects all these factors within a coherent framework, thus extending the existing literature on this topic. Our results confirm that external factors have a positive relationship with sustainability policies and that sustainability policies positively impact supplier sustainability and online knowledge sharing. We emphasize the importance of considering internal and external factors when implementing sustainable procedures and the need for authentic communication with stakeholders to integrate sustainable practices successfully. The findings can assist managers in comprehending the factors that impact a company’s sustainability strategies and in adapting policies to address environmental and social concerns.
Mapping challenges of the Romanian NGOs. A focus on human resources
(Faculty of Management (SNSPA), 2019-03-29) Zbuchea, Alexandra; Ivan, Loredana; Stan, Sergiu Octavian; Dămășaru, Costin
The effectiveness of NGOs, similar to other types of organizations, depends on the quality and implication of their employees and volunteers. The literature highlights the role of learning capabilities, organizational learning, networking and community capacity building in ensuring organizational sustainable development in the NGO sector. In this framework, professional human resources should be an important part of the management strategy. Continuous and personalized training would be also important for NGOs. The present paper presents a qualitative investigation aiming to map the training needs and practices of the NGO sector in Romania, both from the perspective of its representatives and its stakeholders. The findings show a general agreement and concern related to the professionalism of the workers in the sector, as well as related to the lack of explicit responsibility/the feeling of being accountableassumed by the members of the sector. The study also revealed a need for closer cooperation between the members of the Quadruple Helix.
Measuring Likely Voters. A Model for Predicting Electoral Participation in Romanian Presidential Elections
(2022) Sultănescu, Dan ; Buti, Daniel; Sultănescu, Daniela
Predicting voter turnout by estimating the proportion of likely voters as accurately as possible is a challenging task and it is debated both in literature and among experts actively involved in the field of sociological research and polling organizations. While there are several variables that influence turnout, and also several methods and models that have been put into practice over time, in reality there is no magic formula for correctly measuring, before an election, the percentage of individuals that are most likely to vote. Each national context comes with particular variables, as well as historical factors and demographic dynamics that need to be taken into account. We propose a model built on pre-election survey data and on past official election statistics, which has been tested and proven viable in the context of the 2019 Romanian presidential election.
Mişcarea Legionară, între istorie și percepții actuale. Amestec de fascism și atitudini populiste
(2022) Teodorescu, Bogdan; Sultănescu, Dan
The Legionary Movement (called also the Iron Guard) was a special political phenomenon, which appeared in a special socio-economic and geopolitical context, in interwar Romania. As some of the elements of this context seem to repeat today (the reappearance of regional conflicts, the fear of world wars, multiple economic and social crises, the rise of anti-system populist attitudes and anti-Semitism in social media, multiple feelings of frustration for large social categories), the analysis the phenomenon of the Legionnaire Movement is more actual than ever. And the way in which this political message is perceived, not only in historiography, but also among the voting population nowadays, is becoming more and more relevant. This analysis combines a historical approach, to explain the phenomenon of the Legionary Movement from the interwar period, with a sociological one, to evaluate today’s public perceptions towards this phenomenon, one that is part of the family of Eastern European fascisms, but also of a form of anti-system approach, stimulating populist attitudes, as they are defined today.

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