{"id":"https://openalex.org/W3209603610","doi":"https://doi.org/10.24818/beman/2021.s.i.2-07","title":"THE IMPACT OF ONLINE MARKETING IN THE PROMOTION OF UNIVERSITIES IN THE CONTEXT OF THE COVID-19 HEALTH CRISIS","display_name":"THE IMPACT OF ONLINE MARKETING IN THE PROMOTION OF UNIVERSITIES IN THE CONTEXT OF THE COVID-19 HEALTH CRISIS","publication_year":2021,"publication_date":"2021-10-15","ids":{"openalex":"https://openalex.org/W3209603610","doi":"https://doi.org/10.24818/beman/2021.s.i.2-07","mag":"3209603610"},"language":"en","primary_location":{"id":"doi:10.24818/beman/2021.s.i.2-07","doi":"https://doi.org/10.24818/beman/2021.s.i.2-07","is_oa":true,"landing_page_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","pdf_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","source":{"id":"https://openalex.org/S4210226418","display_name":"BUSINESS EXCELLENCE AND MANAGEMENT","issn_l":"2248-1354","issn":["2248-1354","2668-9219"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20"],"host_organization":"https://openalex.org/P4310314528","host_organization_name":"Bucharest Academy of Economic Studies","host_organization_lineage":["https://openalex.org/P4310314528"],"host_organization_lineage_names":["Bucharest Academy of Economic Studies"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Business Excellence and Management","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5041752616","display_name":"Ruxandra Irina Popescu","orcid":"https://orcid.org/0000-0002-7644-5423","observed_orcids":["https://orcid.org/0000-0002-7644-5423"]},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":true,"raw_author_name":"Ruxandra-Irina POPESCU","raw_affiliation_strings":["Bucharest University of Economic Studies, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bucharest University of Economic Studies, Romania","institution_ids":["https://openalex.org/I88491126"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5066504382","display_name":"Ovidiu-Iulian Bunea","orcid":"https://orcid.org/0000-0003-2883-3592","observed_orcids":["https://orcid.org/0000-0003-2883-3592"]},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Ovidiu-Iulian BUNEA","raw_affiliation_strings":["Bucharest University of Economic Studies, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bucharest University of Economic Studies, Romania","institution_ids":["https://openalex.org/I88491126"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5012393638","display_name":"Georgiana-Alexandra MEDIN\u021aU","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Georgiana-Alexandra MEDIN\u021aU","raw_affiliation_strings":["Bucharest University of Economic Studies, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bucharest University of Economic Studies, Romania","institution_ids":["https://openalex.org/I88491126"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5007330189","display_name":"Elena-C\u0103t\u0103lina MAZILU","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I88491126","display_name":"Bucharest University of Economic Studies","ror":"https://ror.org/04yvncj21","country_code":"RO","type":"education","lineage":["https://openalex.org/I88491126"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Elena-C\u0103t\u0103lina MAZILU","raw_affiliation_strings":["Bucharest University of Economic Studies, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Bucharest University of Economic Studies, Romania","institution_ids":["https://openalex.org/I88491126"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5041752616"],"corresponding_institution_ids":["https://openalex.org/I88491126"],"apc_list":null,"apc_paid":null,"fwci":0.3261,"has_fulltext":true,"cited_by_count":4,"citation_normalized_percentile":{"value":0.68860311,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":95},"biblio":{"volume":"11","issue":"S.I.2","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9926999807357788,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9926999807357788,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.003599999938160181,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0019000000320374966,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.996999979019165},{"id":"https://openalex.org/keywords/university-promotion","display_name":"university promotion","score":0.9750000238418579},{"id":"https://openalex.org/keywords/covid-19","display_name":"COVID-19 pandemic","score":0.8679999709129333},{"id":"https://openalex.org/keywords/social-media","display_name":"social media","score":0.734000027179718},{"id":"https://openalex.org/keywords/higher-education-marketing","display_name":"higher education marketing","score":0.8259999752044678},{"id":"https://openalex.org/keywords/student-information-seeking","display_name":"student information seeking","score":0.7860000133514404},{"id":"https://openalex.org/keywords/university-of-bucharest","display_name":"University of Bucharest","score":0.8220000267028809},{"id":"https://openalex.org/keywords/bucharest-university-of-economic-studies","display_name":"Bucharest University of Economic Studies","score":0.9150000214576721}],"concepts":[{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.725899338722229},{"id":"https://openalex.org/C3008058167","wikidata":"https://www.wikidata.org/wiki/Q84263196","display_name":"Coronavirus disease 2019 (COVID-19)","level":4,"score":0.6956910490989685},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.6791417002677917},{"id":"https://openalex.org/C89623803","wikidata":"https://www.wikidata.org/wiki/Q12184","display_name":"Pandemic","level":5,"score":0.6626886129379272},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.5461311936378479},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.5410794615745544},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.4754583239555359},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.47429993748664856},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4425395727157593},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.43325304985046387},{"id":"https://openalex.org/C50335755","wikidata":"https://www.wikidata.org/wiki/Q483247","display_name":"Phenomenon","level":2,"score":0.4139666259288788},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.35410428047180176},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.32785552740097046},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.1564624011516571},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.12526386976242065},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C524204448","wikidata":"https://www.wikidata.org/wiki/Q788926","display_name":"Infectious disease (medical specialty)","level":3,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C142724271","wikidata":"https://www.wikidata.org/wiki/Q7208","display_name":"Pathology","level":1,"score":0.0},{"id":"https://openalex.org/C2779134260","wikidata":"https://www.wikidata.org/wiki/Q12136","display_name":"Disease","level":2,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.24818/beman/2021.s.i.2-07","doi":"https://doi.org/10.24818/beman/2021.s.i.2-07","is_oa":true,"landing_page_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","pdf_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","source":{"id":"https://openalex.org/S4210226418","display_name":"BUSINESS EXCELLENCE AND MANAGEMENT","issn_l":"2248-1354","issn":["2248-1354","2668-9219"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20"],"host_organization":"https://openalex.org/P4310314528","host_organization_name":"Bucharest Academy of Economic Studies","host_organization_lineage":["https://openalex.org/P4310314528"],"host_organization_lineage_names":["Bucharest Academy of Economic Studies"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Business Excellence and Management","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:rom:bemann:v:11:y:2021:i:5:p:91-102","doi":null,"is_oa":false,"landing_page_url":"https://beman.ase.ro/special_issue_2/7.pdf","pdf_url":"https://beman.ase.ro/special_issue_2/7.pdf","source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":{"id":"doi:10.24818/beman/2021.s.i.2-07","doi":"https://doi.org/10.24818/beman/2021.s.i.2-07","is_oa":true,"landing_page_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","pdf_url":"https://doi.org/10.24818/beman/2021.s.i.2-07","source":{"id":"https://openalex.org/S4210226418","display_name":"BUSINESS EXCELLENCE AND MANAGEMENT","issn_l":"2248-1354","issn":["2248-1354","2668-9219"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","norway-1","poland-20"],"host_organization":"https://openalex.org/P4310314528","host_organization_name":"Bucharest Academy of Economic Studies","host_organization_lineage":["https://openalex.org/P4310314528"],"host_organization_lineage_names":["Bucharest Academy of Economic Studies"],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Business Excellence and Management","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3209603610.pdf","grobid_xml":"https://content.openalex.org/works/W3209603610.grobid-xml"},"referenced_works_count":5,"referenced_works":["https://openalex.org/W1992884089","https://openalex.org/W2091052645","https://openalex.org/W2145416839","https://openalex.org/W2623326469","https://openalex.org/W4230696968"],"related_works":["https://openalex.org/W4285738197","https://openalex.org/W3099987868","https://openalex.org/W3201414089","https://openalex.org/W3216250122","https://openalex.org/W4390673089","https://openalex.org/W4301586612","https://openalex.org/W7115572210","https://openalex.org/W3165067424","https://openalex.org/W4287976819","https://openalex.org/W7219392726"],"abstract_inverted_index":{"Nowadays,":[0],"social":[1,98],"networks":[2,99],"have":[3],"become":[4],"a":[5],"habit":[6],"for":[7],"most":[8],"people,":[9],"the":[10,16,20,27,46,54,75,80,83,90,106,122],"latter":[11],"allocating":[12],"time":[13],"to":[14,44,101,114,117,121],"check":[15],"received":[17],"messages,":[18],"view":[19],"published":[21],"pictures":[22],"and":[23,71,74],"descriptions,":[24],"but":[25,112],"also":[26,31,113],"videos.":[28],"Marketing":[29],"has":[30,51],"taken":[32],"this":[33],"phenomenon":[34],"into":[35],"account.":[36],"This":[37],"research":[38],"paper":[39],"was":[40],"conducted":[41],"in":[42,60,79],"order":[43],"identify":[45],"impact":[47],"that":[48,92],"online":[49],"marketing":[50],"had":[52],"on":[53],"promotion":[55],"of":[56,64,69,77,82],"three":[57],"prestigious":[58],"universities":[59],"Bucharest":[61],"(Bucharest":[62],"University":[63,68,76],"Economic":[65],"Studies,":[66],"National":[67],"Political":[70],"Administrative":[72],"Studies":[73],"Bucharest)":[78],"context":[81],"COVID-19":[84,94],"pandemic.":[85],"The":[86],"main":[87],"results":[88],"highlighted":[89],"fact":[91],"during":[93],"pandemic":[95],"students":[96],"use":[97],"frequently":[100],"find":[102],"out":[103,125],"information":[104],"about":[105],"educational":[107],"offers":[108],"provided":[109],"by":[110],"universities,":[111],"be":[115,118],"able":[116],"permanently":[119],"connected":[120],"activities":[123],"carried":[124],"within":[126],"them.":[127]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2021-11-08T00:00:00"}