Papers by Mircea Fuciu, PhD
Studies in Business and Economics, 2020
In the last decade or so, the Romanian wine industry has changed and developed greatly, by the in... more In the last decade or so, the Romanian wine industry has changed and developed greatly, by the increase of wine producers, especially the niche producers, alongside the traditional, big, producers. The paper aims to understand the new tendencies in the field of marketing, that occur on the wine industry of Romania, as well as the changes that take place in the minds and lives of the consumers in the context of the online world, combined with new trends and technologies that can be used by the consumers. Secondly, the paper represents a secondary data analysis of the International and Romanian Wine Industry, in terms of production and consumption, we also presented a short profile of the Romanian wine consumer, as a result of a survey developed by wine industry organisation. The paper shows some new trends of the wine industry, underlined by the specialists, as well as technologies and methods of marketing interaction with the consumers used by the Romanian producers of this product.
The Internet users have the opportunity to communicate easier and much faster with individuals fr... more The Internet users have the opportunity to communicate easier and much faster with individuals from all over the world. One of the most recent and time important online communication platform is the online social networks (OSN). This paper presents how the online social networks are used in the personal and professional lives of its users. We present the concept, evolution of OSN, and several advantages, disadvantages and aspects related to the private/professional life balance on social media. The paper underlines a quantitative marketing research that aims to understand how the OSN users understand and use the platform in their personal and professional lives, how they connect to it and how they perceive the effects of this tool on their lives.
ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, 2018
The emergence of the online social networks (OSN) has created for companies and marketing special... more The emergence of the online social networks (OSN) has created for companies and marketing specialists a brand new method of reaching and communicating with their target groups. This paper aims to present the results of a quantitative marketing research (part of a larger qualitative and quantitative marketing research) which was designed in order to identify if and how the online social networks influence the consumers' buying behaviour. We presented a short literature review regarding the concepts of online social networks, consumer behaviour, economic and marketing models as well as several marketing models linked to the usage of information technology by the consumers. The second part of our paper presents the research methodology, the proposed conceptual model of online social networks influences on the purchasing behaviour and the validation process. We have shown, following the statistical analysis, that the online social networks influence in certain aspects the buying behaviour of the consumers. We concluded by underlining certain theoretical and managerial implications, as well as by drawing some conclusions and pointing out several research limits.
BISMA (Bisnis dan Manajemen), 2022
Employee silence is a phenomenon in the workplace where an employee withholds all ideas and infor... more Employee silence is a phenomenon in the workplace where an employee withholds all ideas and information, triggered by emotional exhaustion resulting from negative affectivity, such as abusive supervision in the workplace. The leader-member exchange level also affects employees' intensity when holding back all ideas and information they have at work. This study aims to determine the effect of abusive supervision on employee silence, mediated by emotional exhaustion and the moderating effect of leader-member exchange. The variables used in this study are abusive supervision, employee silence, emotional exhaustion, and leader-member exchange. This study used quantitative methods and questionnaires as data collection tools and analysed it using PLS. One hundred PT. XYZ’s employees participated in this study as the respondent. This study shows that abusive supervision significantly affects employee silence and emotional exhaustion. Emotional exhaustion partially mediates the impact o...
Studies in Business and Economics, 2022
Social media has become an almost permanent presence in our lives and in the business world. In t... more Social media has become an almost permanent presence in our lives and in the business world. In the last two decades the marketing activity has changed greatly due to the development, of social interaction platforms such as Facebook, Instagram, Twitter, or TikTok. The usage of social media marketing has created new challenges for the marketing specialists which needed to adapt and adjust their strategies to meet the direction but the business environment is going. Among the challenges that the marketing world is facing when using social media is that of profiling the consumers (current and potential) in order to achieve a successful marketing strategy and therefore lead to higher financial gains. The current paper aims to bring forward the importance of social media profiling in the marketing activity while underlining some important theoretical aspects about social media and profiling and at the same time presenting the results over short secondary data analysis that shows some gen...
Revista Economica
Having a clear understanding of the consumer has become crucial for developing an effective marke... more Having a clear understanding of the consumer has become crucial for developing an effective marketing campaign. The online environment has greatly changed the consumer and their consumption behaviour. In the everchanging online business environment the companies are dealing with all types of consumers, starting from the baby boomers, and finishing with the alpha generation. This paper deals with the evolution of the consumer generations in the context of an ever-evolving marketing concept, it points out the key characteristics of these consumers in a digital environment. Furthermore, it is very important to underline the online consumer profile in the context of the shift between generations, so by literature review and statistics we show how the consumers have changed in their quest of becoming 21st century online customers.
Scientific Bulletin, 2021
The social and business environments have changed greatly in the last two years, in the condition... more The social and business environments have changed greatly in the last two years, in the conditions of the COVID-19 pandemic and the condition of increased adoption of the digital based activities in the everyday lives of the company. New tools and activities, like “remote working”, “online interaction”, “video conferences” are just some of the new tools that have changed the Business-to-Business (B2B) marketing and buying behaviour landscape and made it jump from the traditional to the current and possibly the future approach. The current paper tracks some of the changes that have occurred in the Business-to-Business marketing environment, while underlining the effects he shift to digital has had on the business consumers and on their buying behaviour, being sustained by several secondary data analyses resulted from current reports, which are the basis for developing successful B2B marketing strategies and tactics.
The SARS-COV-2 pandemic has uprooted and changed our lives in an almost irrevocable manner. The c... more The SARS-COV-2 pandemic has uprooted and changed our lives in an almost irrevocable manner. The current pandemic has changed our behaviour, our consumption, our way of life, but most of all it has affected the business environment. The current paper aims to underline some changes that have occurred in the lives of the organizations and of their marketing activities due to the SARS-COV-2 pandemic. The pandemic has led to some changes in the way we think about marketing and how we implement the marketing activity. The ideas of self-isolation, individualism, self-centrism are terms that created new marketing and advertising strategies that the companies must adopt if they want to survive. The paper points out several changes that the companies undertook in order to adapt their marketing and advertising message to the current situation combined with the need for creative and innovative actions and strategies need for survival in a highly competitive and uncertain business environment. T...
The current paper, which is mostly a literature review paper, aims to underline the concept of so... more The current paper, which is mostly a literature review paper, aims to underline the concept of social media, the evolution of the Instagram platform, several important statistics related to this visual platform (number of users, profile of the users, age groups, time spent online etc.), as well as some important advantages and disadvantages for the companies when using this platform for doing business or for when they develop their own online strategies. We are also presenting the types of posts that the Instagram users are appreciating, as well as several important aspects related to when to post on Instagram in connection to a certain industry or field of activity.
The online environment and our online behaviour and activity greatly impacts our lives as individ... more The online environment and our online behaviour and activity greatly impacts our lives as individuals, as social groups and as consumers. One of the most important impacts of the Internet has been on our consumer behaviour because it has changed our decision-making process for buying goods or services. The current paper aims to underline the effects of the internet age and online usage on the consumer behaviour, especially on the external influence factors that act upon the consumer when he/she is buying. The paper presents the concepts of consumer behaviour, in a classical and online environment, the main exogenous influence factors, it shows how these elements are influenced by the online. We are also presenting several important statistics about the online consumer behaviour in relation to brands, value, shopping intent and consumer segments.
Land Forces Academy Review, 2020
The business world has changed, the consumers and their consumer behaviour has changed, our socie... more The business world has changed, the consumers and their consumer behaviour has changed, our society has changed and of course our day to day lives have changed with the spread of the SARS-COV-2 pandemic. The current paper represents a brief assessment of how the consumer/consumption behaviour of the individuals and how the marketing activity have changed in the face of this global pandemic. We are underlining several aspects related to the shifts that have occurred in the lives of the consumers, we are pointing out the results of certain research developed in order to identify how the consumers are buying, what are they giving up, and what are they buying more. Further research is being presented related to home media consumption during and after the pandemic and the effects of the SARS-COV-2 pandemic on the marketing activity. We are also presenting several key activities and marketing strategies and direction that the companies should use if they want to survive in this dynamic bu...
International conference KNOWLEDGE-BASED ORGANIZATION, 2019
The individuals and especially the young ones live in a certain online information and communicat... more The individuals and especially the young ones live in a certain online information and communication bubble. The aim of this paper is to present certain aspects related to social media, to the addiction of social media developed by young individuals that are becoming the main online consumers in today’s economy and to identify if a certain social media addiction can affect the consumers, the products that they buy and the brands that they acquire or use. The paper underlines the concept of brand loyalty; its main characteristics and we point out certain advantages and disadvantages in relation to social media and the addiction for the online environment.
The Internet users have the opportunity to communicate easier and much faster with individuals fr... more The Internet users have the opportunity to communicate easier and much faster with individuals from all over the world. One of the most recent and time important online communication platform is the online social networks (OSN). This paper presents how the online social networks are used in the personal and professional lives of its users. We present the concept, evolution of OSN, and several advantages, disadvantages and aspects related to the private/professional life balance on social media. The paper underlines a quantitative marketing research that aims to understand how the OSN users understand and use the platform in their personal and professional lives, how they connect to it and how they perceive the effects of this tool on their lives.
Annals of the University of Petrosani: Economics, 2014
The lack of skilled workers on the labour market, following several years of economic crisis has ... more The lack of skilled workers on the labour market, following several years of economic crisis has created a great discrepancy between the needs of the employeers and the skills that the potential employees have to offer. Our paper aims to identify the main market trends of the Center Development Region of Romania with regard to the competences and skills requered by the employeers in conjuncton with the main recruitment sources. We are presentinng a research based on a qualitative and a quantitative dimension carried out on 247 employeer of the Center Development Region of Romania. We present the specific objectives, hypothesys of the research as well as the results that have been interpreted following the research porcess.
Internal marketing has become over the last three decades an important tool for companies to deli... more Internal marketing has become over the last three decades an important tool for companies to deliver high quality services and to develop customer loyalty. By presenting this paper, we aim to point out the concept of internal marketing form the original definition to the more current accepted ones, underline the concept of internal marketing from a strategic and functional perspective. The paper brings forth certain perspectives and characteristics of the internal marketing process and its links to other types of marketing, as well as it presents the main internal marketing models presented by the "fathers" of this field, Berry and GrO§nroos. This article creates an image of the idea behind these two models, their pros and shortcomings. At the same time by using internal marketing strategies and tactics, we must understand the advantages and disadvantages of implementing such an activity within the company and bringing it forth towards the business market.
The development of information and communication technologies are changing the world we live in, ... more The development of information and communication technologies are changing the world we live in, by changing the manner in which we communicate, interact with one and other and how we buy products and services. The current papers aimed to underline the profile of the young individuals (up to 25 years old) and young adults (25 to 34 years old) Internet users, in terms of frequency, device used, and aspects related to online consumer behaviour. The first section of the paper underlines the aspects related the literature review, regarding the evolution of the society in relation to the usage of information and communication technology form the end of the second world war (the baby boomers) to the present (Millennials and the Net Generation). The second part of the paper is presenting the results of a secondary data analysis regarding the usage of the online environment and the consumer behaviour by Romanian individuals to the age of 34 years old. We underlined aspects related to pre-pu...
The society that we live in is in a continuous stat e of change. The last years of developments i... more The society that we live in is in a continuous stat e of change. The last years of developments in the field of communication, tech nology, information and marketing have created new shifts in the way the consumers in form and buy certain products and services. Our paper aims to underline from a theore tical point of view the concept of consumer behaviour, the decision making process, in the online context. We are also presenting a second part of a quantitative marketin g research with regard to the consumers’ point of view related to the usage of In ternet, the consumer behaviour for Internet based purchases and the main information s ources and activities undertaken
Annales Universitatis Apulensis Series Oeconomica, 2014
The developments of the information and communication technologies of the last decades (especiall... more The developments of the information and communication technologies of the last decades (especially the Internet and the online social networks-OSN) have created a new environment for the development of new business opportunities or for the expansion of the older ones. Through these new changes, new challenges have arisen, faster communication, the need to be out there 24/7, a greater care of what you offer to the market. Our paper presents a small part of a marketing research (qualitative and quantitative) which aims to understand how the online social networking sites can be used by the companies for developing their businesses. We are presenting a short introduction a literature review in the field of OSN its evolution and its types followed by the research methodology and the research results. At the end of the paper we are presenting several conclusion of the research and how can the OSN be used for doing business.
Annales Universitatis Apulensis Series Oeconomica, 2017
The consumers are the backbone of all marketing strategies, decisions and actions, but at the sam... more The consumers are the backbone of all marketing strategies, decisions and actions, but at the same time, it has become extremely important to gain and keep the consumers happy and close to your company, brand or product. Our paper aims to present an important marketing tools that the companies and their management teams can use to develop marketing strategies designed for the online environment of the 21 st Century: the consumer confidence report. We are presenting the main tools developed for creating such a report: Consumer Confidence Index (CCI) and The Michigan Consumer Sentiment Index (MCSI), their advantages and disadvantages. We will present the manner in which we can use the consumer confidence report to develop new marketing strategies for the next period of time. The paper also underlines a statistical analysis of the consumer confidence reports for eastern and southeastern European countries for the 2010-2016 timeframe. We point out the main reasons for the differences between the figures and these countries considering their demographical profile.
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Papers by Mircea Fuciu, PhD