Journal & Issues

Volume 33 (2023): Issue 1 (March 2023)

Volume 32 (2022): Issue 4 (December 2022)

Volume 32 (2022): Issue 3 (September 2022)

Volume 32 (2022): Issue 2 (June 2022)

Volume 32 (2022): Issue 1 (March 2022)

Volume 31 (2021): Issue 4 (December 2021)

Volume 31 (2021): Issue 3 (September 2021)

Volume 31 (2021): Issue 2 (June 2021)

Volume 31 (2021): Issue 1 (March 2021)

Volume 30 (2020): Issue 4 (December 2020)

Volume 30 (2020): Issue 3 (September 2020)

Volume 30 (2020): Issue 2 (June 2020)

Volume 30 (2020): Issue 1 (March 2020)

Volume 29 (2019): Issue 4 (December 2019)

Volume 29 (2019): Issue 3 (September 2019)

Volume 29 (2019): Issue 2 (June 2019)

Volume 29 (2019): Issue 1 (March 2019)

Volume 28 (2018): Issue 4 (December 2018)

Volume 28 (2018): Issue 3 (September 2018)

Volume 28 (2018): Issue 2 (June 2018)

Volume 28 (2018): Issue 1 (March 2018)

Volume 27 (2017): Issue 4 (December 2017)

Volume 27 (2017): Issue 3 (September 2017)

Volume 27 (2017): Issue 2 (June 2017)

Volume 27 (2017): Issue 1 (April 2017)

Volume 26 (2016): Issue 4 (November 2016)

Volume 26 (2016): Issue 3 (September 2016)

Volume 26 (2016): Issue 2 (June 2016)

Volume 26 (2016): Issue 1 (March 2016)

Volume 25 (2015): Issue 4 (November 2015)

Volume 25 (2015): Issue 3 (August 2015)

Volume 25 (2015): Issue 2 (July 2015)

Volume 25 (2015): Issue 1 (May 2015)

Journal Details
Format
Journal
eISSN
2285-3065
ISSN
1584-2339
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English

Search

Volume 30 (2020): Issue 2 (June 2020)

Journal Details
Format
Journal
eISSN
2285-3065
ISSN
1584-2339
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English

Search

7 Articles
Open Access

Interaction Between Consumers and Emerging forms of Artificial Intelligence: A Discriminant Analysis

Published Online: 15 Jun 2020
Page range: 1 - 12

Abstract

Abstract

The interaction between consumers and companies has been changed because of the development and implementation of artificial intelligence. On one hand, the implementation of artificial intelligence systems increases the efficiency and rapidity of certain processes, by making the life of consumers and companies easier. On the other hand, their implementation brings certain challenges because of the changes it involves, including the acceptance of artificial intelligence systems by the consumers, the ability to learn how to operate the robots as well as the protection of the information gathered by these systems. In this paper, we aim to measure the acceptance of consumers regarding different forms of artificial intelligence systems. By applying a discriminant analysis, we measure the preference of consumers towards human versus robot interaction as well as between different types of robots with different forms and degrees of anthropomorphic characteristics. The results show that consumers prefer human interaction to the interaction with robots, especially in cases where they are not familiar with the robot interaction. Besides, they prefer the communication to classic robots in comparison to human holograms and they have a certain curiosity towards humanoid robots in opposition to classic robots.

Keywords

  • robots
  • consumer perception
  • artificial intelligence
  • innovation

JEL Classification

  • M10
  • M31
Open Access

Gender Influence on the Perception of Celebrity Endorsement

Published Online: 15 Jun 2020
Page range: 13 - 23

Abstract

Abstract

Celebrity endorsement is a common instrument in marketing. Celebrities are also present in commercials, and this phenomenon is nowadays a trend. This kind of publicity has a high potential since customers are pulled into the VIPs. They are overpowered by their regular daily existence, so they need standards and good examples. This is the motivation for using superstar brand envoys in advertisings as an excellent promoting technique of brands and products. In the period of data and promotions, the tributes can get the consumers’ consideration in publicizing and to expand how the promoted item is being perceived. This is because of their fame, glamour, elegance and charisma. For this reason, the marketers are looking for popular, famous, beautiful, positive testimonials to drive a company’s image and its products. The celebrity brand ambassadors thus play a significant role in a brand’s advertisement and reputation, but also in the consumers’ lives. The stars’ everyday lives, their conduct, the products they use, affect the attitude of the customers of life and the decision to purchase. The purpose of this paper is to determine if celebrity endorsement works for all the consumers or the perception of this trend is different according to the gender of the people. Two groups of customers were asked about celebrity endorsement whether their appearance in ads affects their decision and the desire to purchase a product or not. Recent results have shown that there are still differences between the two categories of customers, men and women, in the perception of celebrity endorsement. All of them think advertising is important, and sometimes they change their choices according to a product’s advertisement. The difference is that women appear to believe more in the endorsements of celebrity brands and their impact effect on the product being marketed than men, who are more pragmatic and reticent about this trend.

Keywords

  • celebrity endorsement
  • advertising
  • gender
  • signal strategy
  • consumer
  • attention
  • buying decision
  • brand identity
  • human brands
  • social media
  • commitment

JEL Classification

  • M10
  • M31
Open Access

The Influence of Oil Price on Renewable Energy Stock Prices: An Analysis for Entrepreneurs

Published Online: 15 Jun 2020
Page range: 24 - 35

Abstract

Abstract

This study investigates the relationship between oil price fluctuations and renewable energy stock returns using daily data on Brent crude oil prices and global renewable energy stock market indices between 29 November 2010 and 18 February 2020. The investigation is based on the existing evidence on positive correlations between stock prices and oil prices, but it also considers the shift from non-renewable to renewable sources of energy. A two-stage GARCH(1,1) model and a Granger causality test were applied. Our results show that volatility clustering is present in the renewable energy companies‘ stock prices, but, oil price volatility does not seem to induce any significant effects on returns‘ volatility. This might suggest that oil markets and renewable energy markets are rather disconnected, which means that the development of renewable energy businesses is less affected by potential shocks in the oil prices and markets. As a result, the exposure of companies and entrepreneurs in the renewable sector to an important source of macroeconomic volatility is reduced.

Keywords

  • oil price
  • global renewable energy indices
  • GARCH
  • Granger Causality
Open Access

Current Trends and Perspectives in Tyre Industry

Published Online: 15 Jun 2020
Page range: 36 - 56

Abstract

Abstract

The digital age or the 4.0 industry makes its presence felt in all areas of the economy, making serious contributions to its development. The automotive industry is in a phase of change, acting on all its sub-industries such as the automotive tyre industry. We are witnessing a process in which large companies no longer sell a simple car or basic tyres, but resort to new technologies and digitalization to sell complex services tailored to the needs of consumers. Terms such as connectivity, mobility, autonomy became the main pillars in the development of such solutions integrated in the current market. Based on a SWOT analysis and a focus group organized with specialists from the field, this article aims to highlight the tyre industry market, which are the latest trends in the technologies used for development of the tyre industry, which are the factors that contribute to its growth and which are the threats, the opportunities for the big competitors in the market: Bridgestone, Goodyear, Michelin and Pirelli.

Keywords

  • tyre manufacturing industry
  • digitalization
  • innovation
  • autonomous
  • trends

JEL Classification

  • L11
  • L62
  • O14
  • O31
  • Q55
Open Access

Entrepreneurial Knowledge and Digital Competencies – Keys for a Success of Students Entrepreneurship

Published Online: 15 Jun 2020
Page range: 57 - 69

Abstract

Abstract

In today’s economy, which is extremely challenging and competitive at the same time, many people want to have their own business and manage their own incomes. Entrepreneurship is a key driver of today’s economy. This observation underscores the need to ensure adequate entrepreneurial education, in line with the demands on the labor market. The purpose and role of this experience are to educate students to understand the entrepreneurial activity, to develop their entrepreneurial skills and competencies and the intention to run a business. The learning environment is crucial for a successful entrepreneur and he can generate change. This article describes experiences from developing and using the entrepreneurial learning environment in high schools with a technological profile. In this study 1200 students from three technological high schools were observed, the behavior and the results obtained after studying the specialized economic modules were analyzed. Our goal was to identify the main challenges of these students. In our study, we used a mixed-method: questionnaires, topic-based interviews, direct and participatory observation as data collection methods. According to our results, the main challenges were: difficulties in understanding new entrepreneurial notions due to traditional teaching methods, lack of ICT skills, lack of team learning principles and inefficient communication within a group.

Keywords

  • entrepreneurship
  • ICT competencies
  • entrepreneurship education

JEL Classification

  • L26
  • I26
  • P46
Open Access

The Challenges of Smart Tourism: A Case of Bucharest

Published Online: 15 Jun 2020
Page range: 70 - 82

Abstract

Abstract

The advancement of technology makes smart devices and their applications ever more popular and complex. Tourism is an area where varied and numerous services are required, hence this diversity resulted in a multitude of smart applications and smart systems designed to enhance tourist‘s satisfaction. The present paper investigates the concept of Smart Tourism in the scientific literature and how it can be applied for mobile applications, with particular focus on the most popular Smart Tourism apps for Bucharest. Following the analysis of these apps according to the theoretical framework applied, recommendations for improvement of Bucharest Smart Tourism mobile applications are provided.

Keywords

  • Smart Tourism
  • mobile applications
  • data

JEL Classification

  • L83
  • M15
  • Z32
Open Access

The Impact of Social Media Adoption by Companies. Digital Transformation

Published Online: 15 Jun 2020
Page range: 83 - 96

Abstract

Abstract

This article highlights the adoption of social media by organizations and its consequences on the company’s performance. These topics of debate are becoming more and more common in the business environment. In fact, it is the main argument for which this paper relates the particularly important aspects of the adoption of social media (social networks) by organizations. In the following, important aspects that bring value to the organization, both by acquiring and by adopting social media in sales performance, have been structured. This research is built on a theoretical study, including as main terms of discussion: social media adoption and digital transformation. In the last part of the article, we have summarized and concluded these factors. We have identified how they can contribute to a more efficient orientation of sales performance, to increase the organizational management of the relationship and the connection between customers and the organization. Referring to the orientation towards “use of social networks” by organizations, we demonstrate that organizations are required to give high importance to understanding the organization’s customers and, of course, a high degree of relational performance. Another factor encountered in this theoretical research is ―digital transformation”. We debated this topic in order to easily make the transition to the adoption of “social media” by organizations. Following the theoretical research, we can say that today, digital transformation has special importance in the organization and the fact that a strong link has been created among social media, reality management and performance in relational sales.

Keywords

  • social media
  • digital transformation
  • company‘s performance

JEL Classification

  • M31
  • M29
  • M30
7 Articles
Open Access

Interaction Between Consumers and Emerging forms of Artificial Intelligence: A Discriminant Analysis

Published Online: 15 Jun 2020
Page range: 1 - 12

Abstract

Abstract

The interaction between consumers and companies has been changed because of the development and implementation of artificial intelligence. On one hand, the implementation of artificial intelligence systems increases the efficiency and rapidity of certain processes, by making the life of consumers and companies easier. On the other hand, their implementation brings certain challenges because of the changes it involves, including the acceptance of artificial intelligence systems by the consumers, the ability to learn how to operate the robots as well as the protection of the information gathered by these systems. In this paper, we aim to measure the acceptance of consumers regarding different forms of artificial intelligence systems. By applying a discriminant analysis, we measure the preference of consumers towards human versus robot interaction as well as between different types of robots with different forms and degrees of anthropomorphic characteristics. The results show that consumers prefer human interaction to the interaction with robots, especially in cases where they are not familiar with the robot interaction. Besides, they prefer the communication to classic robots in comparison to human holograms and they have a certain curiosity towards humanoid robots in opposition to classic robots.

Keywords

  • robots
  • consumer perception
  • artificial intelligence
  • innovation

JEL Classification

  • M10
  • M31
Open Access

Gender Influence on the Perception of Celebrity Endorsement

Published Online: 15 Jun 2020
Page range: 13 - 23

Abstract

Abstract

Celebrity endorsement is a common instrument in marketing. Celebrities are also present in commercials, and this phenomenon is nowadays a trend. This kind of publicity has a high potential since customers are pulled into the VIPs. They are overpowered by their regular daily existence, so they need standards and good examples. This is the motivation for using superstar brand envoys in advertisings as an excellent promoting technique of brands and products. In the period of data and promotions, the tributes can get the consumers’ consideration in publicizing and to expand how the promoted item is being perceived. This is because of their fame, glamour, elegance and charisma. For this reason, the marketers are looking for popular, famous, beautiful, positive testimonials to drive a company’s image and its products. The celebrity brand ambassadors thus play a significant role in a brand’s advertisement and reputation, but also in the consumers’ lives. The stars’ everyday lives, their conduct, the products they use, affect the attitude of the customers of life and the decision to purchase. The purpose of this paper is to determine if celebrity endorsement works for all the consumers or the perception of this trend is different according to the gender of the people. Two groups of customers were asked about celebrity endorsement whether their appearance in ads affects their decision and the desire to purchase a product or not. Recent results have shown that there are still differences between the two categories of customers, men and women, in the perception of celebrity endorsement. All of them think advertising is important, and sometimes they change their choices according to a product’s advertisement. The difference is that women appear to believe more in the endorsements of celebrity brands and their impact effect on the product being marketed than men, who are more pragmatic and reticent about this trend.

Keywords

  • celebrity endorsement
  • advertising
  • gender
  • signal strategy
  • consumer
  • attention
  • buying decision
  • brand identity
  • human brands
  • social media
  • commitment

JEL Classification

  • M10
  • M31
Open Access

The Influence of Oil Price on Renewable Energy Stock Prices: An Analysis for Entrepreneurs

Published Online: 15 Jun 2020
Page range: 24 - 35

Abstract

Abstract

This study investigates the relationship between oil price fluctuations and renewable energy stock returns using daily data on Brent crude oil prices and global renewable energy stock market indices between 29 November 2010 and 18 February 2020. The investigation is based on the existing evidence on positive correlations between stock prices and oil prices, but it also considers the shift from non-renewable to renewable sources of energy. A two-stage GARCH(1,1) model and a Granger causality test were applied. Our results show that volatility clustering is present in the renewable energy companies‘ stock prices, but, oil price volatility does not seem to induce any significant effects on returns‘ volatility. This might suggest that oil markets and renewable energy markets are rather disconnected, which means that the development of renewable energy businesses is less affected by potential shocks in the oil prices and markets. As a result, the exposure of companies and entrepreneurs in the renewable sector to an important source of macroeconomic volatility is reduced.

Keywords

  • oil price
  • global renewable energy indices
  • GARCH
  • Granger Causality
Open Access

Current Trends and Perspectives in Tyre Industry

Published Online: 15 Jun 2020
Page range: 36 - 56

Abstract

Abstract

The digital age or the 4.0 industry makes its presence felt in all areas of the economy, making serious contributions to its development. The automotive industry is in a phase of change, acting on all its sub-industries such as the automotive tyre industry. We are witnessing a process in which large companies no longer sell a simple car or basic tyres, but resort to new technologies and digitalization to sell complex services tailored to the needs of consumers. Terms such as connectivity, mobility, autonomy became the main pillars in the development of such solutions integrated in the current market. Based on a SWOT analysis and a focus group organized with specialists from the field, this article aims to highlight the tyre industry market, which are the latest trends in the technologies used for development of the tyre industry, which are the factors that contribute to its growth and which are the threats, the opportunities for the big competitors in the market: Bridgestone, Goodyear, Michelin and Pirelli.

Keywords

  • tyre manufacturing industry
  • digitalization
  • innovation
  • autonomous
  • trends

JEL Classification

  • L11
  • L62
  • O14
  • O31
  • Q55
Open Access

Entrepreneurial Knowledge and Digital Competencies – Keys for a Success of Students Entrepreneurship

Published Online: 15 Jun 2020
Page range: 57 - 69

Abstract

Abstract

In today’s economy, which is extremely challenging and competitive at the same time, many people want to have their own business and manage their own incomes. Entrepreneurship is a key driver of today’s economy. This observation underscores the need to ensure adequate entrepreneurial education, in line with the demands on the labor market. The purpose and role of this experience are to educate students to understand the entrepreneurial activity, to develop their entrepreneurial skills and competencies and the intention to run a business. The learning environment is crucial for a successful entrepreneur and he can generate change. This article describes experiences from developing and using the entrepreneurial learning environment in high schools with a technological profile. In this study 1200 students from three technological high schools were observed, the behavior and the results obtained after studying the specialized economic modules were analyzed. Our goal was to identify the main challenges of these students. In our study, we used a mixed-method: questionnaires, topic-based interviews, direct and participatory observation as data collection methods. According to our results, the main challenges were: difficulties in understanding new entrepreneurial notions due to traditional teaching methods, lack of ICT skills, lack of team learning principles and inefficient communication within a group.

Keywords

  • entrepreneurship
  • ICT competencies
  • entrepreneurship education

JEL Classification

  • L26
  • I26
  • P46
Open Access

The Challenges of Smart Tourism: A Case of Bucharest

Published Online: 15 Jun 2020
Page range: 70 - 82

Abstract

Abstract

The advancement of technology makes smart devices and their applications ever more popular and complex. Tourism is an area where varied and numerous services are required, hence this diversity resulted in a multitude of smart applications and smart systems designed to enhance tourist‘s satisfaction. The present paper investigates the concept of Smart Tourism in the scientific literature and how it can be applied for mobile applications, with particular focus on the most popular Smart Tourism apps for Bucharest. Following the analysis of these apps according to the theoretical framework applied, recommendations for improvement of Bucharest Smart Tourism mobile applications are provided.

Keywords

  • Smart Tourism
  • mobile applications
  • data

JEL Classification

  • L83
  • M15
  • Z32
Open Access

The Impact of Social Media Adoption by Companies. Digital Transformation

Published Online: 15 Jun 2020
Page range: 83 - 96

Abstract

Abstract

This article highlights the adoption of social media by organizations and its consequences on the company’s performance. These topics of debate are becoming more and more common in the business environment. In fact, it is the main argument for which this paper relates the particularly important aspects of the adoption of social media (social networks) by organizations. In the following, important aspects that bring value to the organization, both by acquiring and by adopting social media in sales performance, have been structured. This research is built on a theoretical study, including as main terms of discussion: social media adoption and digital transformation. In the last part of the article, we have summarized and concluded these factors. We have identified how they can contribute to a more efficient orientation of sales performance, to increase the organizational management of the relationship and the connection between customers and the organization. Referring to the orientation towards “use of social networks” by organizations, we demonstrate that organizations are required to give high importance to understanding the organization’s customers and, of course, a high degree of relational performance. Another factor encountered in this theoretical research is ―digital transformation”. We debated this topic in order to easily make the transition to the adoption of “social media” by organizations. Following the theoretical research, we can say that today, digital transformation has special importance in the organization and the fact that a strong link has been created among social media, reality management and performance in relational sales.

Keywords

  • social media
  • digital transformation
  • company‘s performance

JEL Classification

  • M31
  • M29
  • M30

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