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5 results on '"Dominyka Venciūtė"'

1. Sustainability and beyond: decoding the influences of corporate social responsibility on employer brand attractiveness

Author

Greta Gintale, Ricardo Correia, Dominyka Venciute, and Ruta Lapinskiene

Subjects
CSR (corporate social responsibility), employer brand attractiveness, sustainability self-identity, generational differences, philanthropic CSR, ethical CSR, Business, HF5001-6182, Management. Industrial management, HD28-70
Abstract

This research explores the complex relationship between perceived corporate social responsibility (CSR), sustainability self-identity and generational differences, focusing on their influence on employer brand attractiveness. Recognizing CSR’s critical role in talent acquisition, the study examines the impact of philanthropic, ethical and environmental CSR activities on employer brand perception. While environmental and philanthropic CSR significantly improve employer attractiveness, ethical CSR shows a less substantial impact. The research also introduces sustainability self-identity as a possible moderating factor, investigating whether individuals whose values align with CSR perceive employer brands differently. Contrary to what was expected., sustainability self-identity does not significantly moderate this relationship. Additionally, the study explores generational differences, revealing that interest in CSR is consistent across age groups, challenging stereotypes about generational preferences. Notably, Baby Boomers and Generation Z demonstrate similar engagement with CSR as Generation X and Millennials. The findings suggest that organizations should focus on environmental and philanthropic initiatives to strengthen their employer brand. Furthermore, the study highlights the broad appeal of CSR initiatives across generational lines, paving the way for future research on the interplay between CSR, employer attractiveness and individual and generational dynamics.

Published
2024
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2. AI Innovation in Services Marketing

Author

Ricardo Correia, Dominyka Venciute, Ricardo Correia, and Dominyka Venciute

Subjects
Service industries--Technological innovations, Service industries--Marketing, Artificial intelligence--Industrial applications
Abstract

The emergence of artificial intelligence (AI) has ushered in a transformative wave, disrupting trends and reshaping the landscape of services marketing. As businesses grapple with the interplay between evolving consumer behaviors and the progression of AI, a critical need emerges for a guide to navigate this complex terrain. The stakes are high, and the challenges are multifaceted – from redefining customer experiences to addressing ethical considerations in the age of automation. In response to these pressing issues, AI Innovation in Services Marketing stands out as a source of insight, unraveling the complexity surrounding the integration of AI in services marketing. This book endeavors to equip readers with an understanding of how AI is not just a tool but a force driving profound transformation in services marketing. Through a lens focused on real-world examples and insightful case studies, it illuminates the impact of AI on productivity and customer experiences. Beyond the transformative power, the book grapples with the ethical considerations that arise in the wake of AI adoption in services marketing. It seeks to guide both academics and practitioners, offering a resource to harness AI strategically, optimize services, and maintain a competitive edge in the global market. Whether you're a marketing scholar seeking comprehensive insights, an educator guiding the next generation, a student delving into the latest trends, or a researcher exploring the uncharted territories of AI, this book is crafted for you. The chapters traverse critical topics such as the convergence of services and AI, the impact of AI on customer support, personalization through recommendation engines, ethical considerations, measuring AI's impact on customer experience, and forecasting future trends. Supported by compelling case studies, this book serves as an indispensable guide for those looking to understand, adapt, and thrive in the AI-driven landscape of services marketing.

Published
2024

3. The Role of Brands in an Era of Over-Information

Author

Ricardo Fontes Correia, Dominyka Venciūtė, Bruno Miguel Sousa, Ricardo Fontes Correia, Dominyka Venciūtė, and Bruno Miguel Sousa

Subjects
Marketing--Technological innovations, Branding (Marketing), Information overload
Abstract

'This book intends to provide knowledge and skills so the readers could understand the digital branding process, and its implications in choosing products, services or organizations. It is also intended that the book contribute to the development and consolidation of recent concepts linked with branding and over-information, providing also practical cases where these concepts show their relevance'--

Published
2023

4. Social Media Marketing – from Tool to Capability

Author

Dominyka Venciūtė

Subjects
Knowledge management, business.industry, social media marketing, 05 social sciences, Theoretical research, Customer relationship management, HD28-70, Social media marketing, social media marketing capability, resource-based view (rbv), Phenomenon, 0502 economics and business, Management. Industrial management, 050211 marketing, Dynamic capabilities, Lagging, Business management, business, dynamic capabilities, 050203 business & management
Abstract

Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.

Published
2018

5. NETWORK RESEARCH ON INTERNATINALIZATION OF FIRMS FROM THE EMERGING ECONOMIES: LITERATURE REVIEW AND PROPOSITIONS

Author

Dominyka Venciūtė, Ruta Kazlauskaite, Sarunas Abramavicius, Tadas Šarapovas, and Modestas Gelbuda

Subjects
Internationalization, Systematic review, Process (engineering), Perspective (graphical), Business, Network theory, Developed market, Economic system, Emerging markets, Industrial organization, Diversity (business)
Abstract

Although interest in internationalization of firms from the emerging economies is growing, research employing network theories has been limited. The article provides a systematic literature review on the internationalization of firms originating from the emerging economies, from a network perspective. The major finding is that, contrary to expectations, social networks do not play such an important role as in the case of developed market firms. To fill this gap and to advance a more nuanced view of the network effects, the paper generates hypothesis highlighting the positive impact of networks on the initiation of internationalization process, and negative impact of social networks on speed, foreign market diversity and internationalization performance.

Published
2015

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