Volume XXIII, Issue 1/2025

Table of contents

1. Page 7 Manuela BREBAN, Daniel BĂDULESCU, Alina BĂDULESCU, Elena HERTE Mitigating the negative effects of cultural and event tourism through community engagement and sustainable practices
2. Page 21 Ioana DAN Metaverse in a marketing context: a systematic literature review
3. Page 41 Flavia-Andreea HERLE Influencing consumers' purchase intentions via Instagram: a systematic literature review
4. Page 55 Maria-Emilia DINCULEANĂ The Tik Tok economy: building brands in the era of 15 second videos
5. Page 73 Octavian Dumitru HERA Can AI-simulated profiles replicate human perceptions? A study on anthropomorphism in digital content
6. Page 83 Ikedi Godson OHAKIM Effect of green marketing practices on consumer buying behaviour: a study of selected small and medium enterprises in Abuja, Nigeria
7. Page 99 Hela DIOUANI, Samir MERADI The impact of social media marketing on purchase intention
8. Page 119 Mamoleko Leseli MOLEKO, Tshepo TLAPANA, Helen Marie SMITH Online apparel shopping behaviour: a case of millennial women from KwaZulu-Natal
9. Page 134 Amelia-Loredana PANĂ-DUICAN (ETEGAN) The impact of individual characteristics on participation in cultural events
10. Page 146 Mircea-Andrei SCRIDON, Andreea-Ioana ROMONȚI-MANIU, Monica-Maria TOMȘA Consumer behavior in shopping malls in Central and Eastern Europe
11. Page 161 Cătălin Mihail BARBU, Valeri Viorel SITNIKOV Study concerning AI usage in SME from Oltenia region
12. Page 171 Anca Mădălina BOGDAN, Cristiana Ecaterina BANU, Ionuț RIZA The interconnection between law, accounting and project management in public and private organizations: a multidisciplinary and statistical approach
13. Page 187 Sofia Mihaela ROMANESCU The HDI index and human capital in Romanian pre-university
14. Page 197 Denisa Mihaela ȘULĂ Accessibility, connectivity and community for the digitization of Romanian pre-university education
15. Page 209 Iulia Georgiana UDRICĂ Successful leadership - the key to performance