Ionuț-Claudiu Popa

The structural changes in the public communication space through the advent of the Internet and the further development of online commerce culminate today with the explosion of blockchain techniques and social networks. This communication space was quickly taken over by marketing tools, as demonstrated by the many marketing campaigns dedicated to these new communication channels. The development of online commerce and the emergence of social networks have allowed consumers to efficiently search for brands/products/services, compare them, express their point of view on them, and even give them grades. Due to the explosion of relevant data online, the changing business environment needs attention to interpret and extract relevant information. The application of sentiment analysis to public reaction in the online environment provides the researcher with how the authors of the analyzed texts (clients/beneficiaries) express themselves regarding the studied reference (product/service/organization/social theme and a feature of them). Along with the other metrics present in marketing, including digital marketing, the reports in the analysis panels of google analytics and social networks, sentiment analysis instantly provides the general and competitive context in which the product/service/theme evolves. In this article, two types of research have been conducted to highlight the benefits felt, but also the degree of knowledge, implementation, and use of sentiment analysis in online marketing analysis. One of the types of research was qualitative, carried out on 10 participants (specialists in the field of marketing), with the help of an interview guide. Qualitative research aims to find out the level of knowledge of sentiment analysis and the general degree of digitalization of Romanian companies, an indicator considered critical in the new post-pandemic business environment. The second research was quantitative and used to develop analysis by structural equations. For this, a questionnaire applied to a sample of 108 respondents was used. Through the analysis by structural equations, a conceptual model was developed that presents the main factors that are related to others and that contribute to the satisfaction of the users of the analysis of feelings for obtaining marketing data.

Technological evolution has contributed to considerable changes in the learning methods used today. If a few years ago, before the technological boom, students relied only on their memory capacity, on notes on sheets of paper and written materials (in the form of course materials, books, or textbooks), today the process of learning is significantly facilitated by the means and techniques involved in the use of technology, such as artificial intelligence, smartphones, and tablets, which are rapidly replacing bulky desktop computers and outdated textbooks used in the learning process. Moreover, blockchain technology can also be used as a motivational factor for developing learning abilities by implementing a system that can bring students credit points convertible into cryptocurrencies or online badges. Studies conducted in the field show that students’ motivation for learning and creativity is significantly improved with the help of this reward system. In this article, two specialized studies were conducted (in Romania), one on the perception of teachers in the university environment towards the use of new technologies in the learning process (artificial intelligence, smartphones, and tablets), and the other on the perception of students on the technological integration of blockchain (by implementing a system that can bring students credit points convertible into cryptocurrencies or online badges to certify their knowledge) in the learning process and measuring their satisfaction.

Consumer behavior has been a topic of interest since ancient times, from the point of view of both the socio-human sciences (psychology, sociology) and the economy; the consumer is seen as a producer of income. With the emergence and development of services in the economic sphere, the consumer has become the beneficiary of those services, with the same role of generating revenue and profits for suppliers. In the field of healthcare provision, the analysis of consumer behavior is a delicate subject because there are no standard behavioral models (not only due to the confidentiality of information that does not allow data to be obtained by researchers but also due to individual particularities regarding the need for health services). Moreover, in the context of COVID-19, the attitude of their beneficiaries toward health services has changed compared to what experts have recorded in the past, as pandemic restrictions and fear of the new virus have led to changes in behavior and people’s decisions regarding health services. For this study, quantitative research was conducted, complemented by a conceptual, behavioral model, on the satisfaction levels of health service beneficiaries in the context of COVID-19. In this research, numerous variables were analyzed regarding the protection measures implemented by medical institutions whose services have benefited from the perceived urgency. The research was conducted in Romania on a sample of 100 people from the southeast region, in order to observe to what extent the analyzed factors inform their decisions. According to government statistics, only 80% of Romania’s population uses medical services. Given the sample size, the PLS-SEM method of analysis was used, which, according to the recommendations identified in the literature, is the most appropriate technique for small samples due to the individual method of analyzing the links between variables, leading to significant results. Technological evolution and the digitization of some procedures within the medical services (such as making online appointments and online or telephone consultations) represents only one factor analyzed in the process of determining the satisfaction levels of the beneficiaries of health services in the context of the COVID-19 pandemic.