A team of researchers from the "Babeş-Bolyai" University (UBB) in Cluj-Napoca and the "Ludwig Maximilians" University in Munich has published a study that highlights the connection between consumer personality and their interaction with brands on social media. According to UBB, the study was based on a sociological survey and a marketing experiment, analyzing the perceptions, attitudes and reactions of Romanian consumers towards messages promoted by brands on social media. The researchers