Julia Szambolics is a researcher and lecturer at Babeș-Bolyai University, where she collaborates on projects concerning digital communication and the influence of social media. Szambolics has been involved in multiple research efforts related to the intersection of technology and advertising, particularly focusing on how social media influencers shape consumer perceptions. Her academic contributions emphasize the growing importance of authenticity and transparency in influencer marketing, and she co-authors works that provide in-depth analysis of these phenomena.