IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2022i1p151-159.html
   My bibliography  Save this article

Efficiency of Online Advertising Strategies on Romanian Social Networking Websites

Author

Listed:
  • Lucia Nicoleta Barbu

    (The Bucharest University of Economic Studies)

  • Mihai Cristian Orzan

    (The Bucharest University of Economic Studies)

  • Andrei Canda

    (iSense Solutions)

Abstract

Social networking websites have constituted the backbone of online marketing campaigns for the last decade. The advertising budgets migrated to online tools steadily since the end of the last century, and for the past decade they became the preferred tool for most marketing campaigns around the world. Romania’s market had caught a little late on this trend, but for the last few years marketers have tried to make up for lost time and transferred most of their budgets in online, and advertising on social networking websites constituted the bulk of their efforts. The aim of our study is to determine the impact of online advertising in social networking websites on Romanian consumers and to determine if there are any significant differences to related regional markets.

Suggested Citation

  • Lucia Nicoleta Barbu & Mihai Cristian Orzan & Andrei Canda, 2022. "Efficiency of Online Advertising Strategies on Romanian Social Networking Websites," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 151-159, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:151-159
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_32.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. van Ewijk, Bernadette J. & Stubbe, Astrid & Gijsbrechts, Els & Dekimpe, Marnik G., 2021. "Online display advertising for CPG brands: (When) does it work?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 271-289.
    2. Yee, Rachel W.Y. & Miquel-Romero, Maria-Jose & Cruz-Ros, Sonia, 2021. "Why and how to use enterprise social media platforms: The employee’s perspective," Journal of Business Research, Elsevier, vol. 137(C), pages 517-526.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Barbu Lucia – Nicoleta & Orzan Mihai Cristian & Ciocodeica David Florin & Orzan Olguta Anca, 2023. "The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 736-744, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Barbu Lucia – Nicoleta & Orzan Mihai Cristian & Ciocodeica David Florin & Orzan Olguta Anca, 2023. "The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 736-744, December.
    2. Talwar, Shalini & Luqman, Adeel & Kaur, Puneet & Srivastava, Pallavi & Mishra, Shreya, 2023. "How social networking ties mediate the associations between enterprise social media affordances and employee agility?," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    3. Xu, Xiao-Yu & Gao, Ya-Xuan & Jia, Qing-Dan, 2023. "The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Rong Zhou & Zhilin Luo & Shunbin Zhong & Xinhua Zhang & Yihui Liu, 2022. "The Impact of Social Media on Employee Mental Health and Behavior Based on the Context of Intelligence-Driven Digital Data," IJERPH, MDPI, vol. 19(24), pages 1-20, December.
    5. van Ewijk, Bernadette J. & Gijsbrechts, Els & Steenkamp, Jan-Benedict E.M., 2022. "The dark side of innovation: How new SKUs affect brand choice in the presence of consumer uncertainty and learning," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 967-987.
    6. Nusrat, Anam & He, Yong & Luqman, Adeel & Mehrotra, Ankit & Shankar, Amit, 2023. "Unraveling the psychological and behavioral consequences of using enterprise social media (ESM) in mitigating the cyberslacking," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    7. Dwivedi, Yogesh K & Shareef, Mahmud A & Akram, Muhammad S & Bhatti, Zeeshan A & Rana, Nripendra P, 2022. "Examining the effects of enterprise social media on operational and social performance during environmental disruption," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    8. Jan-Michael Becker & Dorian Proksch & Christian M. Ringle, 2022. "Revisiting Gaussian copulas to handle endogenous regressors," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 46-66, January.
    9. Ganli Liao & Yi Li & Qichao Zhang & Miaomiao Li, 2022. "Effects of Social Media Usage on Job Crafting for Female Employees during the COVID-19 Pandemic: Evidence from China," Sustainability, MDPI, vol. 14(19), pages 1-20, September.

    More about this item

    Keywords

    Online Marketing; Social Networking Websites; Online Advertising.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:151-159. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.