Claudia Iconaru’s research while affiliated with Bucharest University of Economic Studies and other places

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Publications (9)


Privacy concerns of social networking websites in the age of mobile marketing: A study of users’ perceptions and their segmentation
  • Article

March 2016

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122 Reads

Journal of International Business and Economics

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Social media in general and social networking websites in special have become ubiquitous for modern Internet. With over 2.5 billion active users, they are only surpassed by search engines for users’ presence but, unlike search engines, they are capable of gathering much more detailed data about their visitors. Furthermore, they have been heavily coupled with mobile applications in recent years, as more than 1.5 billion of their users access their accounts through their mobile phone, thus offering not only virtual permanent access, but also the possibility to link the user profile data to mobile phone records. As a result, the consumer private space in the online social networking mobile Internet is at an historical low and many users try to find novel avenues to protect their personal information. Our papers gathers data from an extensive online and offline survey in order to try to fathom these privacy concerns and proposes a new segmentation model for online social networking website users based on the discriminant analysis method.



Figure no. 2: A Results of the PLS Analysis 
Figure no. 1: Proposed model of users' perceived trust in online social networks There are many risks associated with the disclosure of personal information, as discussed in previous section of theoretical background and are assumed to have a positive impact on users' concerns regarding the privacy of their personal information. For example, if a user perceives the risk of personal data access by third parties, he or she is prone to having
Modelling Users` Trust in Online Social Networks
  • Article
  • Full-text available

February 2014

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706 Reads

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12 Citations

Amfiteatru Economic

Previous studies (McKnight, Lankton and Tripp, 2011; Liao, Lui and Chen, 2011) have shown the crucial role of trust when choosing to disclose sensitive information online. This is the case of online social networks users, who must disclose a certain amount of personal data in order to gain access to these online services. Taking into account privacy calculus model and the risk/benefit ratio, we propose a model of users' trust in online social networks with four variables. We have adapted metrics for the purpose of our study and we have assessed their reliability and validity. We use a Partial Least Squares (PLS) based structural equation modelling analysis, which validated all our initial assumptions, indicating that our three predictors (privacy concerns, perceived benefits and perceived risks) explain 48% of the variation of users' trust in online social networks, the resulting variable of our study. We also discuss the implications and further research opportunities of our study.

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Figure no. 2: A Results of the PLS Analysis 
Figure no. 1: Proposed model of users' perceived trust in online social networks There are many risks associated with the disclosure of personal information, as discussed in previous section of theoretical background and are assumed to have a positive impact on users' concerns regarding the privacy of their personal information. For example, if a user perceives the risk of personal data access by third parties, he or she is prone to having
Modelarea încrederii utilizatorilor în reţelele de socializare online

January 2014

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217 Reads

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1 Citation

Amfiteatru Economic

Previous studies (McKnight, Lankton and Tripp, 2011; Liao, Lui and Chen, 2011) have shown the crucial role of trust when choosing to disclose sensitive information online. This is the case of online social networks users, who must disclose a certain amount of personal data in order to gain access to these online services. Taking into account privacy calculus model and the risk/benefit ratio, we propose a model of users' trust in online social networks with four variables. We have adapted metrics for the purpose of our study and we have assessed their reliability and validity. We use a Partial Least Squares (PLS) based structural equation modelling analysis, which validated all our initial assumptions, indicating that our three predictors (privacy concerns, perceived benefits and perceived risks) explain 48% of the variation of users' trust in online social networks, the resulting variable of our study. We also discuss the implications and further research opportunities of our study.


Figure-1 Changing consumer's behavior through environmental ethics  
Figure-3 The proposed research framework based on TPB's causal relationships  
Modeling the Impact of Online Social Marketing Campaigns on Consumers' Environmentally Friendly Behavior

March 2013

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377 Reads

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7 Citations

Nowadays, consumers are becoming more and more aware of how their behavior and their use of resources can affect the environment. To a certain extent, online social marketing campaigns can be hold responsible for the shift from an irresponsible behavior to an environmentally friendly behavior. Trying to explain how online social marketing campaigns can influence consumers' intention to behave in an environmentally friendly manner, we have employed the Theory of Planned Behavior (TPB) as our research framework. The basic variables of TPB were developed and adapted for the purpose of our study. Measurements' reliability and validity were assessed as the first phase of our data analysis. Further, we have conducted a PLS-based structural equation modeling for hypotheses testing. All our hypotheses were validated at p<0.05. In order to assess the magnitude of the causal relationships between TPB's variables we used Cohen's effect sizes, which indicate a certain influence of online social campaigns on consumers' intention to behave environmentally friendly. Contrary to these results, consumers' perceived behavioral control, namely the existence of necessary financial resources, time and knowledge for engaging in ecological activities, as having a medium effect on consumers behavioral intentions. The model fit indicates that TPB is a viable research framework when trying to explain and predict consumers' environmentally friendly behavior. Conclusions and implications are further elaborated.


The impact of blogs over corporate marketing communication: An empirical model

January 2013

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2,447 Reads

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9 Citations

ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH

Despite the increasing rate of corporate blog adoption among companies, few empirical researches have been published up to date. In order to fill the void in current state of literature and enrich the body of knowledge, we model Romanian SME intention to use corporate blogs. We assume that intention to integrate the corporate blog within the marketing communication is a function of companies' attitude towards corporate blogging, perceived benefits of corporate blogs, social pressure coming from competitors and risks or concerns perceived when facing the decision to implement a corporate blog. We also assume the indirect effect of perceived benefits of corporate blogging on intention to use, mediated through attitude. Each of our latent constructs (perceived benefits, attitude, intention, social pressure and perceived anxiety) contains four items measured on a 7 point Likert Scale. We performed a structure equation modelling analysis in order to validate the hypothesis and find the path coefficients associated with the relationship between variables. Our hypotheses are validated and our model and confirmatory factor analysis indicates good fit.


A PLS-based SEM analysis of apparel online buying behavior: The importance of eWOM

January 2013

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126 Reads

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21 Citations

Industria Textila

The aim of this paper is to propose and test a simple, yet rigorous model of apparel online buying behavior, capable of explaining and predicting consumers' behavioral intention. We drew on TRA (Theory of Reasoned Actions) framework which postulates that individuals' attitude toward a behavior is determined by their salient beliefs. In order to maintain the simplicity of the model, we have identified two salient beliefs capable of explaining the variance in consumers' attitude towards buying apparel using the Internet: perceived benefits and perceived risk. Both attitude and the social influence, represented in this paper by the influence of eWOM (e-Word-of-Mouth), will determine consumers' intention to buy apparel online. In order to test the causal relationships between variables, we have employed a two phase PLS-based SEM analysis.


Modeling Romanian Consumers' Behaviour Case study: Cause-related Marketing Campaigns

October 2012

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440 Reads

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9 Citations

Although in other countries, cause-related marketing is a very familiar concept, in Romania, the existing literature shows that there is relatively poor understanding and little if any research or evidence as to its potential. Therefore, this study provides an empirical, valuable step, towards understanding cause-related marketing campaigns and their impact on stakeholders. The methodology included two analyses: one regarding the validity of the sample and, the second, regarding the impact generated on cause-related marketing campaigns. The results reveal that there is a significant relationship between cause-related marketing campaigns and the impact generated on the corporations, non-profit organizations and consumers. Results also confirm that it is more likely that a corporation will impact a cause-related marketing campaign rather than a non-profit organization. To conclude, this study offers a better understanding of the cause-related practices in Romania, their impact on consumers, as well as their contribution to the welfare of society.


Table 4 . Reliability statistics and Item Total Statistics for Continued Intention 
Table 5 . Pearson Correlations Matrix 
AN EMPIRICAL TAM-BASED MODEL OF ROMANIAN SME's INTENTION TO CONTINUE USING ONLINE MARKETING TECHNIQUES

January 2012

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84 Reads

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1 Citation

Metalurgia International

The aim of this paper is to propose and test an empirical model of Romanian SME adoption of online marketing techniques. In order to meet our objective we have employed the conceptual framework of the Technology Acceptance Model and we have adapted it to the purpose of this study. Romanian SME are willing to use online marketing techniques if they have a favorable attitude towards adopting and also if they perceive the usefulness of employing such techniques. Our model indicates that attitude and perceived usefulness are positive related to the reported intention of future use. The attitude towards online marketing techniques is a function of perceived usefulness and perceived ease-of-use. Least Square Regression Analysis was used to test and validate the relationships.

Citations (7)


... Different factors may influence acceptance, purchase/use intention, and actual technology use, depending on what technology is introduced and what its' area of application is [32]. TAM relationships have also been validated in studies on information systems and consumer behavior literature [33][34][35]. Such validations motivated our replication of the TAM to adoption of the eCall IVS for aftermarket passenger vehicles. ...

Reference:

Applying the Technology Acceptance Model to Assess the Intention to Use an Aftermarket eCall Based on 112 Device for Passenger Vehicles to Ensure Sustainable Rescue Operations on European Roads
AN EMPIRICAL TAM-BASED MODEL OF ROMANIAN SME's INTENTION TO CONTINUE USING ONLINE MARKETING TECHNIQUES

Metalurgia International

... Scholars believe that buying groceries on the internet is motivated by trust, convenience and security (Morganosky & Cude, 2000;Seitz et al., 2017), and consumers place a higher value on the delivery process and product quality when compared to shopping for durable items (Anesbury et al., 2016;Frank & Peschel, 2020). Scholars have used the theory of reasoned action (TRA) to study various contexts of e-commerce, such as apparel shopping (Yoh et al., 2003), eco-friendly products (Prakash & Pathak, 2017), green products (Paul et al., 2016) and OGS (Belleau et al., 2007;Cai & Cude, 2012;Hansen, 2008;Orzan et al., 2013;Rigas & Riaz, 2015;Rodriguez et al., 2017;Yoh et al., 2003). ...

A PLS-based SEM analysis of apparel online buying behavior: The importance of eWOM
  • Citing Article
  • January 2013

Industria Textila

... Structural equation modeling (SEM) is also about building attitudinal and behavioral models that reflect complex relationships more accurately than using standard techniques based on multivariate statistics, using either an intuitive graphical or user-programmed interface. Catoiu et al. (2014) analyzed the issue of research methodology based on modeling structural equations (SEM). In this context, the authors suggested that if SEM is based on variance, basically it will no longer be possible to obtain compliance indicators. ...

Modelarea încrederii utilizatorilor în reţelele de socializare online

Amfiteatru Economic

... Confidence can be enhanced through interactive communication between the retailer and the buyer by using appropriate product descriptions and images to reduce the perceived risk. As stated in Cătoiu et al. (2014) there is a strong negative correlation between perceived risks and trust. According to Reichheld and Schefter (2000, p. 107), "price does not rule the Web; trust does". ...

Modelling Users` Trust in Online Social Networks

Amfiteatru Economic

... Bu nedenle kurumsal bloglar örgüt ve hedef kitleleri arasında iletişimin başlaması ve ilerletilmesi için gerekli olan diyaloğun oluşturulmasında ve geri dönüşlerin alınmasında fayda sağlaması açısından önem arz etmektedir (Yang & Lim, 2009, s. 342). Halkla ilişkiler faaliyetlerinin yürütülmesinde kurumsal bloglar, örgütün kurumsal imajı ve marka değerinin arttırılmasında, sosyal sorumluluk faaliyetleri aracılığıyla marka bilinirliğini arttırmak için kullanılmaktadır (Orzan, Macovei, Orzan, & Iconaru, 2013). Kurumsal bloglar, düşük maliyetli ve teknolojik kullanımının sade olması, şeffalık ve ikna etme yönünden geniş bir paylaşım alanı olması gibi nedenlerden dolayı örgütler için oldukça elverişli bir halkla ilişkiler aracı olarak kullanılmaktadır. ...

The impact of blogs over corporate marketing communication: An empirical model

ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH

... In a certain way, the perception that an awareness campaign can be useful to society, may lead individuals to express a behavioral intention aligned with the message of that same campaign. Somehow supporting this situation is the study of Orzan et al. (2013), which analyzed the perception of online campaigns promoting environmentally friendly behavior. The research measured this perception through items that acknowledged the usefulness of the campaigns ("I think online social marketing campaigns are very useful"), concluding that this perception had a positive impact on behavioral intention in line with the message of those same campaigns. ...

Modeling the Impact of Online Social Marketing Campaigns on Consumers' Environmentally Friendly Behavior

... In social science, these kinds of relationships are important to explore to design different behavioral modification campaigns/training. The model proposed and validated in the current study will help institutions and organizations to plan their green computing campaigns accordingly (Macovei, 2015;Serban et al., 2012). United Nations highlights the importance and role of libraries in achieving sustainable development goals. ...

Modeling Romanian Consumers' Behaviour Case study: Cause-related Marketing Campaigns