Revista OEconomica

Raluca-Georgiana ROBU, Maria GHEORGHE (NIŢU), Valentin COJANU, Alexia-Maria POPESCU - Between Opportunity and Dependency: The Evolution of Romania’s Trade with Asian Economies [Între oportunitate şi dependenţă: evoluţia comerţului României cu economiile asiatice]

Narciz BĂLĂŞOIU, Octavian-Dragomir JORA, Răzvan Marian PÎRCĂLĂBESCU - Romania’s Positioning and Room for Manoeuvre: The Dilemmas of Peripheral Adaptation in the New Indo-Pacific [Poziţionarea şi marjele de manevră ale României: dilemele adaptării periferice în noul Indo-Pacific]

Mădălina JURUBIțĂ - Redefining EU Trade Policy for an Age of Geoeconomic Rivalry: Strategic Autonomy, Security, and Resilience

Geicun MUSTAFA - Islamophobia as an Informal Trade Barrier: Reputational Risk and the Political Economy of Deglobalization

Hesam JEBELI-BAKHT-ARA - Racialized Capitalism and Economic Discrimination: The Case of Ethnic Labour Segmentation in Contemporary Europe

Articles on Issue Theme

Alexandra PERJU-MITRAN

Universitatea Româno-Americană

The study investigates the differences between highly educated and medium studies users in responses to marketing messages received via social media, a topic that has been disregarded so far in the study of online marketing communication. The paper builds on a previously tested and validated model, by testing whether causal relationships are maintained regardless of the level of education and then examining effect sizes for groups of different levels of education. The data was analysed using Structural Equation Modelling (SEM), and the research established that there are notable differences between groups, and companies should consider adapting their strategies based on these findings.

ŒCONOMICA no. 1-2/2018

Keywords: structural equation modelling, digital marketing communication, social media, consumer behaviour

JEL: M31

Level of Education Influences in Modelling Social Media Marketing Message Reactions

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