Camelia Budac

@ulbsibiu.ro

Management, Marketing and Business Administration Department
Lucian Blaga University of Sibiu, Romania

Camelia Budac


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https://researchid.co/camelia.budac

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Business and International Management, General Business, Management and Accounting, Tourism, Leisure and Hospitality Management
8

Scopus Publications

585

Scholar Citations

10

Scholar h-index

10

Scholar i10-index

Scopus Publications

  • Does Gender Matter for Electronic Word-of-Mouth Interactions in Social Media Marketing Strategies? An Empirical Multi-Sample Approach
    Simona Vinerean, Alin Opreana, Camelia Budac, Diana Marieta Mihaiu
    Journal of Theoretical and Applied Electronic Commerce Research, 2025
    Considering social media’s expansion worldwide, marketing academics and marketers emphasize the need to consider electronic word of mouth (eWOM) for strategic marketing decisions. However, there is limited research regarding the ways in which male and female consumers engage in eWOM behaviors. This research aims to explore the gender-specific dynamics of eWOM drivers in social media marketing, by validating a proposed model of key predictors for two samples (of female and male respondents). Data were gathered from two samples of social media users. For this empirical research, we integrated structural equation modeling and an artificial neural network (PLS-SEM-ANN) for a comprehensive approach intended to generate practical and theoretical insights for eWOM. Hypothesis testing reflected contrasting results—for female respondents, the key eWOM drivers were customer participation, involvement, loyalty, and customer satisfaction; whereas, for male respondents, the key predictors were brand familiarity, loyalty, and satisfaction. The significant variables supported by SEM were included in ANN models as input neurons, showcasing nonlinear relationships among constructs for both samples. Thus, this research provides theoretical contributions regarding eWOM, gender assessments, and the social media marketing literature. From a practical perspective, this study advances targeted social media marketing strategies to enhance consumer–brand interactions.
  • An Overview of the Effectiveness of Entrepreneurship Education in Universities
    Livia Ilie, Camelia Budac
    Studies in Business and Economics, 2025
    To thrive in a rapidly changing and challenging economic environment, developing future-oriented and entrepreneurial skills is essential, both for enhancing employability of individuals and for driving economic growth in a society. Entrepreneurial education, as a key component of the third mission of universities, equips individuals with the creativity, resilience, and adaptability needed to innovate, lead, and contribute meaningfully to society. In the last decades, universities were challenged to design and implement effective entrepreneurship education programs that not only teach about entrepreneurship but foster an entrepreneurial mindset to their students in order to face more smoothly the labor market challenges and to allow them to remain competitive throught the entire career. This paper provides an overview of entrepreneurial education in universities and the key success factors identified that may conduct to effective entrepreneurship education programs that lead to entrepreneurial actions of learners.
  • Academic Business Incubators as a Tool in Implementing Entrepreneurship Education - Theoretical Approach
    Camelia Budac, Livia Ilie
    Studies in Business and Economics, 2024
    In recent years, in order to stimulate economic growth, the importance of innovation and entrepreneurship has been increasingly recognized by practitioners and teaching staff. Universities must contribute to this growth, as a center of knowledge creation and a center of research. However, transforming academic research into marketable products and services faces significant challenges. Addressing these challenges has necessitated the emergence of academic incubators as an essential mechanism for providing resources, support, and an environment suitable for the development of startups. Thus, academic incubators are becoming an essential component of a university in order to recruit and retain students, instructors, and researchers with an entrepreneurial mindset, as well as to stay exposed to students who are becoming more and more interested in starting enterprises or social projects. In these conditions, the present paper aims to provide an overview of the role of academic incubators in stimulating innovation and entrepreneurship in universities, emphasizing their role, functions and impact in the socio-economic environment.
  • Entrepreneurial Ecosystems and the Catalytic Role of Universities
    Livia Ilie, Camelia Budac
    Studies in Business and Economics, 2023
    As there is already a common understanding that economic development can be seen where entrepreneurial activity flourishes, governments became also interested to understand if entrepreneurial ecosystems can be built from scratch like an artificial ecosystem. Many of the local areas (cities, regions or small countries) that received an entrepreneurial label developed to this status mostly through a natural process. Silicon Valley is in this respect the well-known success story. Researchers started to get interest in conceptualizing entrepreneurial ecosystems in the last two decades. They were able to define and identify the key drivers for a successful entrepreneurial ecosystem making analogies with natural ecosystems. This paper aims to synthetize the most important findings in the research in this domain, summarizing the key factors needed to be in place in order for an ecosystem to be considered entrepreneurial with a significant economic, technological and societal impact. The models developed are useful for practitioners and policymakers. Central to such an ecosystem we consider to be higher education and research institutions, as they bring to the ecosystem the elements that are crucial for its success: talented and innovative people, innovations and research outcomes with high potential of commercialization, valuable networks.
  • Assessing the Effects of the COVID-19 Pandemic on M-Commerce Adoption: An Adapted UTAUT2 Approach
    Simona Vinerean, Camelia Budac, Lia Alexandra Baltador, Dan-Cristian Dabija
    Electronics Switzerland, 2022
    The COVID-19 pandemic has impacted consumers’ lives and their shopping patterns, leading them towards mobile commerce. To address current shopping circumstances, an adapted UTAUT2 model aims to integrate trust and perceptions of the effects of the COVID-19 pandemic on consumers’ behavioral intention to rely on m-commerce during this period. The study proposes a research model which is investigated with the help of structural equation modelling in AMOS. Using the framework of a cross-sectional study, data were collected from an emerging market in Romania, where internet speed ranks 4th worldwide and where the yearly increase in internet and social media users is approximately 10%. By using confirmatory factor analysis and structural equation modelling, the research validates the applicability of UTAUT2 in examining consumers’ behavioral intent of using m-commerce during a pandemic. Hedonic motivation is the strongest predictor of consumers’ behavioral intentions to continue using m-commerce. The findings contribute to understandings of consumers’ behavior with m-commerce in an emerging market, extending knowledge based on the adapted UTAUT2 model and allowing for comprehension of the key role of trust and social influences in affecting consumers’ perceptions of the COVID-19 outbreak in relation to shopping patterns.
  • Study on the Reputation of the (MASS) Media in Romania
    Leila Lunguleac-Bardasuc, Camelia Budac, Claudia Ogrean
    Studies in Business and Economics, 2021
    Part of a bigger research project conducted by Media Reputation Lab (Media REP Lab) on the reputation of media in Europe, the study explores the reputation of media among informed population in Romania. A sample of 100 cases was involved in the online survey taking place in December 2019. The results provide a description of the country’s media reputation (media in general: radio, print, digital and television). For each one of these media, the valuation obtained by each of the reputational attributes (credibility, rigor, impartiality, willingness to rectify) by the informed population would be indicated. Moreover, insights on the knowledge and use, as well as on the reputation (overall and by category, considering ten key reputation aspects) - of twelve selected media - would be provided.
  • Interplays between Corporate Reputation and Media-A Bibliometric Analysis
    Lunguleac-Bardasuc Leila, Budac Camelia, Ogrean Claudia
    Studies in Business and Economics, 2020
    As strategic asset – determinant of sustained competitiveness – corporate/firm reputation has a very distinctive feature that sets it apart: although reflection of (better, worse or not at all performed) reputation management at a company’s level, it is rather a “representation” / “perception” – built on a business’s previous behaviors, but more precisely on the ways its different stakeholders have interacted (acknowledged, internalized, resonated) with them – in a (sometimes unconscious) process highly mediated and moderated by the media. Thus, the current study aims to explore the interplays between corporate/firm reputation and media as they are reflected in the scientific literature – through a bibliometric analysis of the WoS Core Collection database records (between 1992 and 2019), using the VOSviewer tool. With its emphasis on corporate/firm reputation and media, the paper shapes the broad theoretical backgrounds in anticipation of future research and empirical results to be revealed on a much more focused and applied/practical area, namely the reputation of the media in Romania.
  • Linking Online Marketing Practices in Romania to Global Trends
    Camelia Budac
    Springer Proceedings in Business and Economics, 2018

RECENT SCHOLAR PUBLICATIONS

  • Does gender matter for electronic word-of-mouth interactions in social media marketing strategies? An empirical multi-sample approach
    S Vinerean, A Opreana, C Budac, DM Mihaiu
    Journal of Theoretical and Applied Electronic Commerce Research 20 (2), 79 , 2025
    2025
    Citations: 4
  • An Overview of the Effectiveness of Entrepreneurship Education in Universities
    L Ilie, C Budac
    Studies in Business and Economics 20 (1), 293-303 , 2025
    2025
    Citations: 3
  • Entrepreneurship in Romania: Between Challenges and Opportunities in a Changing Context
    C BUDAC, I Livia
    Expert Journal of Marketing 12 (2) , 2024
    2024
  • Academic business incubators as a tool in implementing entrepreneurship education–theoretical approach
    C Budac, L Ilie
    Studies in Business and Economics 19 (2), 37-48 , 2024
    2024
    Citations: 18
  • Global research trends in sustainable or green consumer behavior–a bibliometric analysis
    C BUDAC, C ȚÎMBALARI
    Expert Journal of Marketing 11 (2) , 2023
    2023
    Citations: 5
  • Entrepreneurial Ecosystems and the Catalytic Role of Universities
    L Ilie, C Budac
    Studies in Business and Economics 18 (3), 163-175 , 2023
    2023
    Citations: 12
  • Assessing the effects of the COVID-19 pandemic on M-commerce adoption: an adapted UTAUT2 approach
    S Vinerean, C Budac, LA Baltador, DC Dabija
    Electronics 11 (8), 1269 , 2022
    2022
    Citations: 179
  • STUDY ON THE REPUTATION OF THE (MASS) MEDIA IN ROMANIA.
    L Lunguleac-Bardasuc, C Budac, C Ogrean
    Studies in Business & Economics 16 (1) , 2021
    2021
    Citations: 3
  • Interplays between corporate reputation and media–A bibliometric analysis
    LB Leila, B Camelia, O Claudia
    Studies in Business and Economics 15 (3), 45-60 , 2020
    2020
    Citations: 7
  • Linking online marketing practices in Romania to global trends
    C Budac
    Emerging issues in the global economy: 2017 international economics … , 2018
    2018
    Citations: 4
  • Emerging issues in the global economy
    S Mărginean, C Ogrean, R Orăștean
    Springer Proceedings in Business and Economics. Springer, Cham. https://doi … , 2018
    2018
    Citations: 4
  • Theoretical approaches on successful email marketing campaigns
    C Budac
    Ovidius University Annals: Economic Sciences Series 16 (2), 306-311 , 2016
    2016
    Citations: 39
  • Marketing considerations on brand communities
    B Adriana-Camelia
    Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя … , 2016
    2016
  • Considerations on the Impact of the Global Financial Crisis on Economies from Eastern Europe
    L Belașcu, C Budac
    ANNALS ECONOMIC SCIENCES SERIES Volume XVI Issue 2, 415 , 2016
    2016
    Citations: 2
  • Cercetarea atitudinii tinerilor consumatori români față de branduri și identificarea de mijloace specifice comunicării cu aceștia
    C Budac
    Universității ”Lucian Blaga” din Sibiu , 2015
    2015
  • Online Brand Community and Its Impact in Communicating with Next Generations of Consumers
    CA Budac
    5th International Conference The Danube-Axis of European Identity , 2015
    2015
  • НАСТУПНІ ПОКОЛІННЯ СПОЖИВАЧІВ-ВИКЛИКИ І МОЖЛИВОСТІ ДЛЯ БРЕНДІВ
    A Budac
    Вiсник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя … , 2015
    2015
  • Next generations of consumers – challenges and opportunities for brands
    C Budac
    Bulletin of Taras Shevchenko National University of Kyiv. Economics, 5 , 2015
    2015
    Citations: 42
  • Promoting entrepreneurship in Romania: An impact study within recent graduates of economic sciences
    AC Budac, A Pentescu
    Studies in Business and Economics 10 (1), 35-46 , 2015
    2015
    Citations: 2
  • Strategic considerations on how brands should deal with generation Z
    B Adriana-Camelia
    Revista Economica 66 (5), 6 , 2014
    2014
    Citations: 52

MOST CITED SCHOLAR PUBLICATIONS

  • Assessing the effects of the COVID-19 pandemic on M-commerce adoption: an adapted UTAUT2 approach
    S Vinerean, C Budac, LA Baltador, DC Dabija
    Electronics 11 (8), 1269 , 2022
    2022
    Citations: 179
  • The value of brand equity
    C Budac, L Baltador
    Procedia Economics and finance 6, 444-448 , 2013
    2013
    Citations: 97
  • Strategic considerations on how brands should deal with generation Z
    B Adriana-Camelia
    Revista Economica 66 (5), 6 , 2014
    2014
    Citations: 52
  • Next generations of consumers – challenges and opportunities for brands
    C Budac
    Bulletin of Taras Shevchenko National University of Kyiv. Economics, 5 , 2015
    2015
    Citations: 42
  • Theoretical approaches on successful email marketing campaigns
    C Budac
    Ovidius University Annals: Economic Sciences Series 16 (2), 306-311 , 2016
    2016
    Citations: 39
  • Marketingul și calitatea serviciilor
    L Dumitrescu, C Apostu
    Expert , 2009
    2009
    Citations: 34
  • Brand communication challenges in getting young customer engagement
    C Budac, LA Baltador
    Procedia Economics and Finance 16, 521-525 , 2014
    2014
    Citations: 33
  • Academic business incubators as a tool in implementing entrepreneurship education–theoretical approach
    C Budac, L Ilie
    Studies in Business and Economics 19 (2), 37-48 , 2024
    2024
    Citations: 18
  • Open Government–A Long Way Ahead for Romania
    LA Baltador, C Budac
    Procedia Economics and Finance 16, 557-562 , 2014
    2014
    Citations: 13
  • Entrepreneurial Ecosystems and the Catalytic Role of Universities
    L Ilie, C Budac
    Studies in Business and Economics 18 (3), 163-175 , 2023
    2023
    Citations: 12
  • Interplays between corporate reputation and media–A bibliometric analysis
    LB Leila, B Camelia, O Claudia
    Studies in Business and Economics 15 (3), 45-60 , 2020
    2020
    Citations: 7
  • Some intercultural considerations on corporate social responsibility-Case study: Romania and Hofstede’s cultural dimensions
    L Baltador, C Budac, L Belascu
    Revista Economica 65 (1), 164-173 , 2013
    2013
    Citations: 7
  • Marketing financiar-bancar. Curs pentru învăţământul la distanţă
    L Dumitrescu, C Apostu
    Sibiu: Univ.,, L. Blaga , 2007
    2007
    Citations: 7
  • Global research trends in sustainable or green consumer behavior–a bibliometric analysis
    C BUDAC, C ȚÎMBALARI
    Expert Journal of Marketing 11 (2) , 2023
    2023
    Citations: 5
  • INTERCULTURAL COMMUNICATION BARRIERS--AN INTERPERSONAL APPROACH.
    L Baltador, C Budac
    Revista Economică 66 (1) , 2014
    2014
    Citations: 5
  • Does gender matter for electronic word-of-mouth interactions in social media marketing strategies? An empirical multi-sample approach
    S Vinerean, A Opreana, C Budac, DM Mihaiu
    Journal of Theoretical and Applied Electronic Commerce Research 20 (2), 79 , 2025
    2025
    Citations: 4
  • Linking online marketing practices in Romania to global trends
    C Budac
    Emerging issues in the global economy: 2017 international economics … , 2018
    2018
    Citations: 4
  • Emerging issues in the global economy
    S Mărginean, C Ogrean, R Orăștean
    Springer Proceedings in Business and Economics. Springer, Cham. https://doi … , 2018
    2018
    Citations: 4
  • The role of the brand in bringing competitive advantages
    C Apostu
    Studies in Business and Economics 2 (2), 5-7 , 2007
    2007
    Citations: 4
  • An Overview of the Effectiveness of Entrepreneurship Education in Universities
    L Ilie, C Budac
    Studies in Business and Economics 20 (1), 293-303 , 2025
    2025
    Citations: 3