Bachelor's & Master's Degrees – Alexandru Ioan Cuza University
Six years of comprehensive study in public relations, advertising, and applied communication. Bachelor's thesis explored music's psychological impact in TV advertising. Master's thesis analyzed Instagram advertising effectiveness and brand experience.
Bachelor's Degree (2015-2018)
Comprehensive training in public relations, advertising, and applied communication at the Faculty of Philosophy and Socio-Political Sciences. The curriculum combined theoretical foundations with practical applications, covering communication strategies, media systems, and consumer behavior.
Bachelor's Thesis
Research exploring how musical elements in TV commercials influence consumer attitudes, emotions, memory, and purchasing decisions. The study combined psychology, marketing theory, and communication studies to understand music's role in advertising effectiveness.
Key Research Findings
Musical Fit Theory
- Congruent music increases information retention and emotional response
- Visual-auditory alignment critical for effectiveness
- Music must match brand identity and message
Mood Induction
- Music significantly influences consumer mood and product perception
- Surprisingly, sad music more effective for purchase intention than positive music
- Subconscious effects shape behavior without awareness
Musical Parameters
- Tempo: Fast = excitement, Slow = sophistication
- Mode: Major = happiness, Minor = seriousness
- Timbre: Instrumentation affects brand perception
Memory & Recall
- Jingles act as memory anchors for brand recall
- Music matching message encourages deeper processing
- Familiarity enhances effectiveness
Key Insight
Charles Areni's wine store study demonstrated music's subconscious influence: classical music directed consumers toward expensive purchases without increasing quantity, while popular radio music had no effect. This illustrates how strategic audio branding works below conscious awareness.
Master's Degree (2019-2021)
Continued advanced study in public relations, advertising, and applied communication, focusing on digital marketing, social media advertising, and brand experience in online environments.
Master's Thesis
Research analyzing Instagram's advertising effectiveness, brand experience creation, and consumer engagement on social media platforms. The study examined how visual storytelling, influencer marketing, and user-generated content shape brand perception and advertising ROI in the social media era.
Key Research Areas
Brand Experience
- Visual storytelling in feed and Stories
- User-generated content as social proof
- Aesthetic consistency and brand identity
Advertising Effectiveness
- Native ad formats vs. traditional display
- Engagement metrics and conversion tracking
- Cost-per-acquisition benchmarks
Consumer Behavior
- Social media algorithms and visibility
- User interaction patterns and preferences
- Trust and authenticity in influencer partnerships
Strategic Implications
- Content strategy for maximum engagement
- Targeting and audience segmentation
- Measuring brand equity on social platforms
Impact on Professional Practice
Both research projects laid the foundation for my approach to marketing communications. Understanding psychological mechanisms behind sensory marketing (audio and visual) informs my work in social media, content creation, and brand strategy. The emphasis on emotional connection and data-driven effectiveness continues to shape my marketing campaigns.