Gabriel Dinu *, Loredana Dinu

Babes-Bolyai University, Faculty of Economics and Business Administration
P-ta Traian Vuia, No. 1-4, Resita, Romania
* Corresponding author. E-mail: gabriel.dinu@ubbcluj.ro

Robotica & Management, Vol. 31, No. 1, pp. 56-59
DOI: https://doi.org/10.24193/rm.2026.1.10

Abstract: This paper examines social media promotional campaigns as strategic instruments of brand-consumer communication, analyzing the mechanisms through which campaign characteristics translate into consumer behavioral outcomes. The study synthesizes evidence on how social media marketing activities influence purchase intention, electronic word-of-mouth (eWOM), and brand awareness.
Keywords: social media marketing, eWOM, consumer engagement, brand awareness.

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