Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences

Ways to Increase the Visibility of Companies in the Online Environment Through Email Marketing Strategies

Marius Balasescu — 2026-01-13

Email marketing is a powerful tool for promoting a business's products or services. In an increasingly digital world, the visibility of a business in the online environment is essential to attract new customers and increase brand awareness. In the framework of this work, we conducted a quantitative marketing research study to focus on the opinions, attitudes and behaviors of online users who interacted with emails from companies, with emphasis on determining the impact that email marketing has on a company's visibility. The results of the research will be of interest to students, researchers in the field, but especially to companies.

Current Challenges and Future Perspectives of Tourism Marketing

Laura-Maria Dobrin — 2026-01-13

This article explores the main challenges and future perspectives of tourism marketing in the context of climate change, globalization, and demographic transformations. These factors reshape both demand and supply, requiring the adoption of sustainable and innovation-driven strategies. The paper discusses the vulnerability of mountain and coastal destinations to climate risks, the impact of globalization on overtourism and competitiveness, and the shifting preferences generated by demographic changes. At the same time, it highlights the growing role of the collaborative economy, digitalization, artificial intelligence, blockchain, and immersive technologies in shaping tourist experiences.

Supporting Circular Economy through Social Marketing in the Fast-Food Industry: Policies and Development Directions

A. Grancea — 2026-01-13

The aim of this paper is to highlight the role of social marketing in the transition to circular economy in the fast-food industry. Qualitative research was conducted on a sample of 10 participants, which analysed perceptions of sustainability, its benefits and associated barriers. The results show that circular economy is perceived as a necessary model for reducing waste and conserving resources, while social marketing acts as a catalyst for change through transparent communication and education. The conclusions emphasize the importance of collaboration between companies, consumers and decision-makers to implement sustainable policies and strengthen public trust.

Measuring Digital Commitment: The Impact of Mobile Banking Interface Design and User Experience On Customer Loyalty Using Servqual and IPA

C. Manea — 2026-01-13

This study explores how the interface design of mobile banking applications influences consumer loyalty in Romania. By applying the SERVQUAL model, Importance–Performance Analysis (IPA), and Pearson correlation analysis, the research investigates which interface elements most strongly shape users’ perceptions and long-term commitment to a banking institution. The results reveal that intuitive navigation, timely security notifications, reliable error-free functioning, and continuous system availability are among the most critical drivers of loyalty. Beyond the statistical findings, the study underscores the growing role of digital experiences in building trust and satisfaction. The insights provide valuable guidance for banks seeking to refine their mobile platforms, enhance user experience, and strengthen enduring customer relationships.

Impact of Artificial Intelligence on Online Sales

S. Orhani — 2026-01-13

With the rapid advancement of technology, Artificial Intelligence (AI) has become a transformative force in online commerce, reshaping the relationship between consumers and digital platforms. This study investigates the impact of AI on online sales performance, emphasizing consumer and business perceptions in Kosovo. A quantitative methodology was applied, using a structured Likert-scale questionnaire distributed to 200 randomly selected respondents, including both active online shoppers and digital business representatives. Statistical analyses revealed a significant positive relationship between the use of AI tools and the effectiveness of online sales. Key findings indicate that AI contributes substantially to offer personalization, customer interaction, and loyalty development. Users who experience higher levels of personalization report greater satisfaction and trust in online platforms. The study concludes that AI has a direct and measurable impact on improving online sales performance by enhancing both user experience and business strategy. These insights provide a theoretical and practical foundation for the further development of digital platforms seeking to maximize efficiency and customer engagement.

Emotional Artificial Intelligence (AI) in Cultural Marketing – Creative Methods in Studying Consumer Behavior

I.C. Theodoru — 2026-01-13

This article introduces a research framework for studying emotional artificial intelligence (AI) used to create marketing content and the behaviour of cultural events consumers. The research we propose would assess consumer responses to AI-generated content, employing models such as the Six Emotional Dimension and the Technology Acceptance Model. We propose a mixed-methods approach: interviews, eye-tracking, experimental exposure, and social media analysis. Key objectives would include comparing perceptions of AI- and human-generated content and examining generational responses in cultural contexts. The findings aim to provide insights for cultural organizations to improve promotional effectiveness by integrating Emotional AI into marketing strategies.

Ai-Driven Personalization using LLMS and SLMS for Hyper Personalization in B2b and B2c Marketing: Challenges and Future Directions

Dan Voinescu — 2026-01-13

This paper presents a review of the current landscape of AI-driven personalization in B2B and B2C marketing, highlighting key challenges such as integration of LLMS and SLMS models into existing systems, scalability and performance issues, ensuring accuracy and relevance in recommendations. Future directions emphasize model efficiency, seamless integration, and ethical AI practices ensuring transparency, fairness, and data privacy. This paper conducts a theoretical meta-analysis (integrative literature review) to gather and synthesize findings from a broad range of studies on AI-driven personalization in marketing.

Quality of Life in Europe – Life Expectancy and Health

Sanda Constantin — 2026-01-13

The paper presents indicators regarding the quality of life with a focus on life expectancy. The evolution of life expectancy has been analysed in relation to healthy life duration and, last but not least, to people's perceptions regarding their health status. Surprisingly, countries including Romania, which have a life expectancy below the European Union average, have a share of people who consider their health to be good or very good that is well above the European average. This aspect may be due to the lack of prevention of awareness programs for the population regarding health education, so that certain health problems can be prevented or detected at early stages.

Perceptions of Gender Equality in Romanian Public Institutions: A Study among University Students

Mara Teodora Nita — 2026-01-13

This study investigates perceptions and social representations of gender equality in public institutions through qualitative research. The method used was the focus group, which allowed for the highlighting of personal experiences and emotional perceptions on gender equality. The results show that equality is understood as a principle of equal rights and responsibilities, but felt as an incomplete and contradictory reality. Public institutions are perceived as rigid and resistant to change, and media campaigns are valued when they transmit authentic and inclusive messages. The study highlights the need for institutional reforms and cultural transformations.

Macroeconomic Determinants of Inflation in Ghana: An Empirical Analysis

E. Osei-Dwomoh — 2026-01-13

Formulating effective policy in developing economies requires a deep understanding of the complex interplay between macroeconomic variables and price levels. This study creates a detailed empirical model to explain price-level movements in Ghana using key determinants like money supply, fiscal balance, public debt, and exchange rate. Using quarterly time-series data from 1990 to 2023, the study employs Autoregressive Distributed Lag (ARDL), Vector Error Correction (VECM), and Vector Autoregressive (VAR) models to analyse short- and long-run relationships. The models confirm that the exchange rate and money supply are primary drivers of price levels. The ARDL model identified a significant long-run relationship, with an error correction term (-0.47) suggesting that 47% of deviations from long-term equilibrium are corrected quarterly. The VECM confirmed this long-run stability, while the Variance Decomposition analysis showed the exchange rate and money supply account for over 60% of changes in the Consumer Price Index (CPI) over a 10-period horizon. The findings highlight the critical need for Ghanaian policymakers to manage currency fluctuations and money growth to ensure price stability.

Developing Intercultural Competence in Business English Classes

Maria-Anca Maican — 2026-01-13

This paper discusses the concept of intercultural competence and explores possibilities to integrate it into the business English class at the university. The first part of the paper defines the concept and provides the historical background for its development, while also introducing some prominent models of intercultural competence. The second part offers insights into effective ways for enhancing intercultural competence in the business English class by raising cultural awareness, developing knowledge, skills, and attitudes, using standard teaching practices, collaborative learning, and immersive technologies, and engaging all categories of students. The conclusions mark the final part of the paper.

Wine Packaging between Tradition, Sustainability, and Innovation. Romanian Consumers’ Perceptions

C.D. Dumitrescu — 2026-01-13

Wine packaging has evolved from a functional necessity into a strategic factor shaping consumer perceptions and purchase decisions. In addition to protection and logistics, packaging now conveys information, differentiates products, supports sustainability, and incorporates digital innovations. This study investigates Romanian consumers’ attitudes towards sustainable and innovative wine packaging, addressing a gap in national research. A quantitative online survey of 235 respondents was conducted, with descriptive analysis applied to assess perceptions and behaviours. Findings indicate that label information is the most important packaging attribute, followed by bottle and label design. Eco-friendly packaging is widely valued: 41.7% of consumers are willing to pay more, and nearly half would accept a 4–6% price increase. By contrast, technological innovations generated mixed reactions, with only 24.8% considering them very useful. Overall, the results reveal a dual orientation: consumers prioritize traditional packaging elements but show increasing openness to sustainability, while maintaining caution towards digital features. The study provides insights for producers and contributes to the academic understanding of consumer behaviour in the Romanian wine market.

Blending the Real and The Virtual: Theoretical Insights into Augmented Reality in Tourism Promotion

A. Kovacs — 2026-01-13

This study investigates how Augmented Reality (AR) contributes to tourism promotion, with attention to its development, defining features, and practical uses. AR is understood as a technology that overlays digital elements onto real-world settings, creating more engaging experiences for visitors. The study compares traditional and digital promotion methods, highlighting the added value created by AR through emotional engagement and active participation. Best practice examples, including AR in museums, historical reconstructions, and mobile guides, illustrate its role in providing authentic and educational experiences. Findings show that AR increases tourist satisfaction, supports revisits, and strengthens destination competitiveness. The paper concludes that AR is becoming essential in tourism promotion, driving innovation and sustainable development in the industry.

A Comparative Analysis of Managers' Perceptions of Domestic and International Tourists in Eco-Certified Accommodations

A.R. Sibian — 2026-01-13

Tourism demand in Romania has shifted dramatically due to the COVID-19 pandemic and the war in Ukraine, with a marked rise in domestic visitors. This study explores differences between domestic and international tourists in eco-certified accommodation units, drawing on insights from 26 managers within the Eco-Romania network. Results reveal that international tourists are motivated mainly by culture and nature, show higher enthusiasm, and display stronger pro-environmental behaviours. Domestic tourists, by contrast, have more diverse motivations centred on relaxation and socialising, coupled with higher expectations and lower conformity to hospitality norms. From a managerial perspective, these findings highlight the need for tailored strategies.

Cultural Management. The Case Study of the “Râșnov film” and Histories Festival

I.G. Hermeneanu — 2026-01-13

Cultural festivals are increasingly important in community development, combining artistic, educational, and identity dimensions. Yet, they face challenges similar to small and medium-sized enterprises, such as unstable financial resources, reduced teams, and strong competition in a diversified cultural market. This paper investigates the case of the Râșnov Film and Histories Festival (FFIR), organized by the Mioritics Association, using an integrated approach that combines classical management tools – SWOT, STEP, Porter’s Five Forces, and the value chain – with data collected through a participant questionnaire. The findings show that the festival operates as a cultural micro-enterprise, generating value through symbolic capital, program diversity, and community involvement, while struggling with financial limitations, the absence of an extended team, and the lack of formalized procedures. The external analysis revealed both opportunities and risks, with high public interest but also intense competition. The questionnaire confirmed high satisfaction and loyalty among participants. The study concludes that applying management tools enhances the sustainability of cultural events and underlines symbolic capital and audience satisfaction as critical drivers of long-term success.

Sustainability Reporting in Romania through the Sustainability Code

Ramona Laptes — 2026-01-13

Humanity today faces major challenges related to climate change, the food crisis, and social problems, realities that have an impact on the business world. Classic financial reporting proves to be limited. Europe initiated the process towards non-financial reporting of large companies a decade ago. In 2023, the European Sustainability Reporting Standards (ESRS) were adopted. In Romania, sustainability reporting is carried out through the Romanian Sustainability Code, which represents a strategic tool for transparent and unitary reporting of an entity's activity from the point of view of the impact on sustainable development.

The Process of Implementing Procurement Procedures within Public Institutions in Romania

Violeta Popa — 2026-01-13

These instructions are meant to help with the template for the articles published in the scientific journal Bulletin of the Transilvania University of Braşov. The material presents the camera-ready template for the articles. The abstract should synthetically outline all the pertinent results in a short but intelligible form. The abstract should begin by clearly stating the purpose of the paper, and should end by formulating the most important conclusions. Short, direct, and complete sentences will be used, and they will be written in a single paragraph, without tabs.” -s. The abstract will be 7...10 lines long.

A Profit Maximization Method using Post Optimal Analysis in Linear Programming

Ciprian Rusescu — 2026-01-13

The competition for market survival has become fiercer over the years. The decision-makers are continuously challenged to maximize the operational efficiency of their businesses, especially when it comes to production structure. A good example is the product – mix problem, highlighting how to choose between numerous possible products or quantities to be manufactured while also considering resource constraints. Linear Programming (LP) represents the best method to model such a scenario, targeting the optimal operational point for all decisional variables. The present paper covers the mixed product scenario double perspective, firstly to determine the optimal operational points and secondly to provide additional information on further improvement scenarios of these points by changing the initial problem constraints. The decision makers are advised to efficiently increase the current production level, taking advantage of the under-utilized capacity of specific constraints in order to prolong the accessibility of those already fully utilized. As a direct consequence, units will be more efficiently used and hence allowing the aggregate operational profit growth.

From Poverty to Prosperity: The Power of Education

Christian-Gabriel Strempel — 2026-01-13

In the context of initiatives aimed at reducing the poverty risk rate, identifying the factors that contribute to this phenomenon is essential. Therefore, it is mandatory to develop and increase the accessibility in certain sectors, such as the educational and health sectors, it is mandatory to improve governance and the reduction of corruption within public administration. From this perspective, this research aims to identify the variables that influence the at-risk-of-poverty rate and how it is influenced. The collected data from secondary sources and the panel-type data model were used in order to carry out an empirical study of the EU member states, in two subsamples covering the period 2012–2023. The results of the study show that the at-risk-of-poverty rate is influenced by a variety of factors, given its multidimensional nature. Whether confirming or rejecting the results of previous studies, this research provides additional evidence that helps fill various gaps in the existing literature.