Adrian Micu

Adrian Micu
Universitatea Dunarea de Jos Galati | UGAL · Department of Business Administration

PhD

About

69
Publications
40,056
Reads
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313
Citations
Citations since 2016
31 Research Items
298 Citations
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2016201720182019202020212022020406080100
2016201720182019202020212022020406080100
2016201720182019202020212022020406080100

Publications

Publications (69)
Article
The development of artificial intelligence (AI) technologies is proceeding fast across many fields. Based on a deep learning approach, we propose a prototype of an on-site customer profiling and hyper-personalization system (OSCPHPS) targeted at marketing professionals. We propose an AI platform to create customer profiles during their physical pre...
Article
Full-text available
This paper examined online sentiment, key themes and patterns evident in social media activity about digital entrepreneurship. It provides a snapshot-in-time, visual-first perspective on social media user-generated-content (UGC) to better understand the topic of digital entrepreneurship. Global data consisting of 31,017 publicly available UGC which...
Article
Full-text available
The Internet of Things (IoT) is a shift towards a digitally enriched environment that connects smart objects and users, aiming to provide merchants with innovative ways to communicate with customers. Therefore, the aim of this research was to identify the Romanian consumer′s openness to technological autonomy and the degree of acceptance of IoT ser...
Article
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This study aims at identifying the tools used in e-commerce, able to optimize marketing campaigns. Managerial and marketing processes have been identified in the relevant body of knowledge that can be optimized using artificial intelligence; thus, a questionnaire has been designed within a quantitative research. The sample used in the research cons...
Article
Full-text available
The increasing interest in Artificial Intelligence’s impact on Social Media Marketing creates huge opportunities for software providers, whose innovative technologies would be broadly implemented by marketers. This article outlines the results of an exploratory research focused on 100 Social Media Marketing experts (digital agencies’ owners, market...
Article
Machine learning (ML) is quickly emerging as a new discipline and resembles to be an attractive alternative to statistical methods in various industries. An appreciation of the possible applications of ML in digital marketing and eCommerce will be proposed in this article. The authors will examine qualitative determinant factors on brand logos and...
Article
Full-text available
Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores custom...
Chapter
Based on various granular attempts to recognise the multidimensional nature of sustainability, this chapter argues that green intellectual capital (GIC) becomes crucial for capitalizing upon the valuable interactions within a virtual space. Although emerging IC management literature highlights a wide range of scenarios of structuring knowledge over...
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Full-text available
This study examines how user-generated content on social media can act as a marketing research instrument in identifying consumer behaviour. The analysis was performed on a sample of 900 Instagram images containing the hashtag #thegoodlife and labeled the digital photos using a machine learning algorithm. The results highlight the visual representa...
Conference Paper
Full-text available
The increasing interest in Artificial Intelligence (AI)’s impact on Social Media Marketing (SMM) creates new opportunities to be captured by software developers. Marketers become aware of AI powerful tools role in leveraging competitive advantage in social media campaigns. This study aims to test correlations between the experience in the field of...
Conference Paper
Providing consumer with unique experiences and immersing them in original contexts are the goals that web entrepreneurs aims to achieve. Researchers and web entrepreneurs have been expressed a particular interest in the online customer experience and have agreed on its importance in producing outcomes of satisfaction, revisit intention, e-trust and...
Article
Social media play a crucial role in the tourism industry. Tourists engage with social networking sites to make informed decisions about their travels and share their experiences of accommodation brands with friends. This research explores causal configurations of factors that enable accommodation brands to succeed in online social networks. In this...
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The entrepreneurial resilience of eco-label product retailers emphasises their adaptive capability for renewal after the economic crisis. This paper explores the resilience of the market intelligence techniques adopted by the eco-label product retailers in order to contribute to sustainable development of this market in Romania. The research, condu...
Conference Paper
Full-text available
Developing a new argument that digital content is a factor for inbound marketing campaigns is redundant, considering there are numerous papers in the relevant literature. The aim of this paper is to use FsQCA to demonstrate the direct implications of quality content as a trust factor on the acquisition of search engine traffic. Concluding on strate...
Article
This article examines restaurant customers’ online activity following visits to restaurants. Differences in customers’ opinions based on gender and location are discussed. Sentiment analysis was used to analyze customers’ social media behavior in terms of liking, rating, and reviewing restaurants. User-generated reviews and comments about experienc...
Conference Paper
Full-text available
The experiential learning approach in higher education enables the effectiveness of courses and is particularly important for having a positive influence on students� engagement in the learning process. This is because it is the learning experience that students tend to assimilate in their quest to develop their knowledge-base. In order to find out...
Article
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In business practice, sustainable marketing seeks to meet environmental and social sustainability needs. Sustainable marketing budgets should create a balance between market needs and the need to use existing resources as rationally as possible. By recognizing that certain internal and external factors may cause fluctuations in sustainable marketin...
Article
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Constanta is perceived as the country's largest port-city, but also as the most visited tourist city on the Romanian Black Sea coast. For many generations, Constanta has been the place where many beautiful summer holidays memories are made, being associated especially with the sea and the sun. These aspects highlight the seasonality in tourism acti...
Article
Given the importance of e-HCM (electronic human capital management) systems' implementation for leveraging organizational agility, we conducted a qualitative research at the level of six organizations from private sector (commerce and services) and three organizations from public administration in order to emphasize the gaps between the perceptions...
Article
Full-text available
Diversification of energy supplies is one of the main priorities of the energy policy of the developed countries. The major objective of this research is the model for predicting the economic impact of renewable energy using artificial intelligence techniques. This has been achieved by using the neural networks for the various issues related to ren...
Conference Paper
Full-text available
Tracking the experiences acquired in a European project called “SIMPRACT - Transition from school to active life through internships and the creation of simulated enterprises”, this articles aims at exploring students’ perception regarding the advantages of active learning in a virtual business environment, respectively on the benefits related to t...
Article
Full-text available
This paper highlights the original contribution of genetic algorithms to marketing research techniques, by means of the design and development of a marketing decision making tool based on aggregated mathematic models that lead to the maximizing of a company's profit or market share by using genetic algorithms. The mathematical pattern developed enc...
Conference Paper
Full-text available
Fuzzy-set analysis works from the assumption that the life isn't black and white. Things can be more black, or more white, but rarely are they all one or the other " Sophia Greeley, ImpactReady Consulting Fellow 2013 Search engines are constantly endeavouring to integrate social media mentions in the website ranking process. Search Engine Optimizat...
Article
Full-text available
No-one would doubt that hotel business owners are operating in dynamic and challenging times. The frameworks strategic marketers once used are also evolving embracing some of the changes in today’s technology and environment. Recently, Chairman and CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh, advocated the replacement of the traditional mark...
Article
The main objective of the present paper is to highlight the importance and impact of the concept of reengineering, both by identifying certain opportunities to improve the performance of Romanian printing companies and some strategies of total redesign of the production process based on highlighting some of their effective combinations as well as t...
Article
Full-text available
The article emphasizes the results of an empirical exploratory research which is focused on the identification of the degree in which the dimensions related to logistic service quality (operational and relational) influence the customers' level of satisfaction and their retention rate within an online retailer, specialized in sales of IT and electr...
Article
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This paper examines several possibilities regarding the implementation of the marketing process reengineering within a Romanian software company. Specifically, it argues that freelancing implementation in the Competitors Tracking area leads to a better performance of the overall marketing activity, by means of a mathematical model which reveals fou...
Article
At a time when the world is interested in phenomena such as, ecology, environment, food safety, ozone layer depletion, famine and their effects on social responsibility initiatives are becoming increasingly well received. Even if you can not give a real dimension of the concept of social responsibility-taking as any guarantee of success, an organiz...
Article
This work paper analyses Romania’s natural gas market. We have analyzed the demand, supply and price elements, taking into consideration also the import price of the natural gas. Trying to identify the concentration level of the market, we have used the Herfindahl-Hirschman Index (HHI). Calculating HHI for the Romanian gas market, we have found a h...
Article
Tourism brand is an important part in promoting a destination, which aims for a central area distinguished from other destinations with similar profile. The distinction is often performed through the concept of singularity, creating the perception in the mind of the tourist, a market perception that often that a better product does not exist. In th...
Article
While the marketing specialists reach the conclusion that building a brand in the XXI century signifies customer relationship development in a permission marketing approach, the public relations starts to be the pillar of the brand strategy. The target public coverage level and frequency, the coordinates in which advertising proved to be traditiona...
Article
Our paper emphasizes the results of a survey that we undertaken on a representative sample of Romanian organizations in view to reveal the differences between the real cultural climate and the ideal one, which assure the achievement of the objectives and implicitly the competitiveness on the global market. The culture as it is perceived in the Roma...
Article
Full-text available
The companies that intend to develop their businesses at the global scale are frequently confronted with situations which require cultural intelligence (CQ) winning approaches. The paper's aim was to answer the following question: "How can a CQ web platform provide the consultancy necessary to choose a target country for business development purpos...
Article
There has been observed a more obvious need of the companies to appeal to community in order to find the necessary support and resources to accomplish their mission and objectives. For the society to develop, the population and the business sector must involve in communication and social responsibility programs. The state is added to these two elem...
Article
The actual business environment, characterized by an aggressive competition in the global market and the possibility to access a huge amount of information in real time, determines the rethinking of customers' value from CRM strategies. The goal of this paper is to emphasize some methodologies concerning customers' lifetime value modelling techniqu...
Article
In order to establish an adequate balance between tourists’ welfare, the needs of the natural and cultural environment, as well as to develop tourist destinations and organizations’ competitiveness, it is necessary to carry out a global and integrated approach, where all interested parties share the same goals regarding the durability of tourism an...
Article
In order to generate the enthusiasm and implicitly, the customers loyalty, every organization must efficiently manage a marketing database The information stocked in the databases (gathered by means of the direct contacts with the sales representatives, as a result of some marketing researches, registrations on the companies' websites, etc) allow a...
Article
Full-text available
The unprecedented financial and economic world present turmoil is dangerously covering the Europe and Japan, coming from the USA and being more painful than the economic downturn of the ‘80s. A massive decrease of trust and confidence is also perceived by consumers and business alike, and their answer and reaction is a continuous cut of the expendi...
Article
Simultaneously with the manifestation of the availability of thecompany/organization to include in its activities and politics objectives ofsustainable development and social responsibility, concrete marketing steps arerequired, in form of a number of activities that contribute effectively toachieving such objectives. Therefore, series of steps of...
Article
Full-text available
The aim of this paper is to demonstrate the complexity of the network and facilitate its design. Nowadays network cooperation is very prevalent but as for its development there are not any common design methods, so we try to identify the general factors which can improve the efficiency of the network. With a simulation program we can take different...
Article
In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of pri...
Article
Full-text available
Both for potential customers and the loyal ones, Web Marketing determines the interactivity degree growth of commercial relationships. Marketing initiatives can be quickly launched and precisely focused on every part of customers’ database, created by means of the Permission Marketing application. The comparative approach of three representative e-...
Article
In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of pri...
Article
Full-text available
Few managers, even those specializing in marketing, think strategically about pricing. Consider your experiences and observations. Were the pricing decisions you encountered made in reaction to a pricing problem, or were they planned to exploit an opportunity? Did the company arrive at those decisions by analyzing only the immediate impact on profi...
Article
In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of pri...
Article
Cost advantages may be either internal or external. Internal economics of scope, scale, or experience, and external economies of focus or logistical integration, enable a company to produce some products at a lower cost than the competition. The coordination of pricing with suppliers, although not actually economizing resources, can improve the eff...
Article
The factors that influence pricing strategy change over the life of a product concept. The market defined by a product concept passes through four phases: development, growth, maturity, and decline. Briefly, the changes in the strategic environment over those phases are as follows: Market development. Buyers are price insensitive because they knowl...
Article
For most companies in Romania the corporatist social responsibility domain is reduced at social investment campaign – donations, patronage, philanthropic actions – oriented towards problems considered to be of community interest. Some of these programs are considered to be inefficient, don’t have social and marketing clear objectives and aren’t pro...
Article
In a time when the world is interested in phenomena such as ecology, the environment protection, the safety of food, the ozone layer, the waste of resources, starvation and their effects, the initiatives concerning social responsibility are more and more welcomed. There has been observed a more obvious need of the companies to appeal to community i...
Article
The market approach values a corporation by reference to market-derived pricing multiples extractedfrom actual sales of comparative companies or securities. The most common market approachbusiness/stock valuation methods are (1) the guideline merged and acquired company method and (2)the guideline publicity traded company method.All business/stock...
Article
This paper details same aspects about romanians’ life style and present tendincies. Starting from the fact that the role of marketing is to insure a higher life standard, it is necessary to analyze the double interference of two concepts, respectively the influence of marketing on the life style but also the influence of the life style on the compa...
Article
This study examines and prioritizes the importance of a number of factors related to organizational performance with regard to bullwhip effect and total inventory cost from the retailer’s value chain perspective. Then, an exponential smoothing forecasting and order-up to policy are used to manage firm’s inventory. Under different lead times and at...
Article
Simultaneously with the manifestation of the availability of the company/organization to include in its activities and politics objectives of sustainable development and social responsibility, concrete marketing steps are required, in form of a number of activities that contribute effectively to achieving such objectives. Therefore, series of steps...
Article
In this paper, we emphasize the main capabilities of a CRM software, which integrates three aspects that provide value chain sustainability: operational (marketing and sales automation), collaborative (the relationships between companies' representatives and customers) and analytical (the opportunity to apply OLAP technique on CRM system variables)...
Article
In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of pri...
Article
Full-text available
Among the factors that determine the development of the Romanian industry, sesides the measures and means used at macroeconomics levels, a special importance has the elaboration and application by the Romanian companies of some real strategies, according to the characteristics, restructions and opportunities of the environment and at the same time...
Article
The paper highlights the culture-climate relationship present in the Romanian organizations. This relationship shows that the perception of certain climate factors, such as structures or systems, determines employees to understand what the organization expects from them (culture). The main feature of the Romanian organizations' culture is excessive...
Article
Managers act like champions of knowledge and learning. The implementation of knowledge management is an incremental process. The point raised by many theorists, that "employees are a company's first service market", is an assumption which shows that the first market of an organization is the market of its employees. Also, internal marketing has a s...
Article
Aim of this study is to determine the technical characteristics of a product by listening customer voice and integrate customer voice to product development process of manufacturer. For this purpose, a questionnaire was developed and applied to customers of an electronic retailer firm. This firm is a distributor of laptop computer of XYZ brand. The...
Article
Few managers, even those specializing in marketing, think strategically about pricing. Consider your experiences and observations. Were the pricing decisions you encountered made in reaction to a pricing problem, or were they planned to exploit an opportunity? Did the company arrive at those decisions by analyzing only the immediate impact on profi...
Article
Effective marketing efforts can position a brand as a good value by targeting customers with a high frame of reference for comparison. In personal selling, the reference price effect implies that the salesperson should begin by first showing customers products above their price range, even if the customers will ultimately look at cheaper products a...

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Projects (2)
Project
-to identify social media marketers' needs and expectations regarding the development of an Artificial Intelligence (AI)-based software, which will embed deep learning algorithms and convolutional neural networks to recognize logos of brands or companies involved in social media content -to develop AI Media software and integrate it into FutureWeb platform
Project
The idea to propose the concept triple “C” helix of Intelligence reflects the visual metaphor for a web entrepreneurship ecosystem. It gives a representation of the web entrepreneurs’ interactional skills on Competitive, Collaborative and Cultural Intelligence issues and involves an ongoing process that leads to innovate the online business models. The interactions between competitive, collaborative and cross-cultural skills become vital for a sustainable web-entrepreneurship ecosystem, taking into consideration the fact that the creation of new knowledge on how to globally grow online business is due to the overlap between the helix components. In this context, a meta-research question should be addressed: What are the joint effects of competitive, collaborative and cross-cultural skills on the web-entrepreneurship ecosystems?