Percorrer por autor "Venciute, Dominyka"
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- AI Innovation in Services MarketingPublication . Correia, Ricardo; Venciute, DominykaThe 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
- The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industryPublication . Venciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, EvaldasPurpose The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing. Design/methodology/approach A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire. Findings The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption. Research limitations/implications The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products. Practical implications Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions. Originality/value The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.
- The effect of self-confidence in the relationship between influencer marketing and willingness to buyPublication . Venciute, Dominyka; Correia, Ricardo; Kudzmanaite, Agne; Kuslys, MariusOver the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers’ posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer’s posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
- From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary MarketingPublication . Correia, Ricardo; Fontes, Ruta; Venciute, DominykaThis chapter explores the growing phenomenon of Virtual Influencers (VIs) in digital advertising and their transformative impact on brand communication. As artificial intelligence and computer-generated imagery enable the creation of lifelike digital personas, VIs offer marketers a new set of tools to engage consumers across global markets. The chapter examines the theoretical foundations of parasocial interaction and source credibility to understand how audiences respond to these non-human figures.
- The impact of message appeal on consumer behavioural engagement in the cybersecurity industry: the role of endorser typePublication . Venciute, Dominyka; Barasnevicius, Lukas; Correia, Ricardo; Skudiene, VidaPurpose This study aims to examine the influence of message appeal in social media posts by cybersecurity firms on consumer behavioral engagement, considering endorsements from either typical consumers or experts. The literature review suggests that both message appeal and endorsement have a positive effect on consumer behavior. Consequently, this research seeks to discern which combinations of message appeal and endorser type elicit the most favorable consumer behaviors toward cybersecurity products. Design/methodology/approach Employing a quantitative, experimental between-subjects design, the study enlisted 168 participants randomly assigned to one of four experimental conditions via an online survey. Findings The findings reveal that posts with emotional message appeal did not significantly enhance consumer behavioral engagement over informational appeal. Moreover, the type of endorser was found to modulate the impact of message appeal on consumer engagement, with posts of emotional appeal generating higher engagement when endorsed by typical consumers, and informational appeal posts performing better with expert endorsement. Originality/value This study contributes to cybersecurity marketing by demonstrating that emotional appeals endorsed by typical consumers generate higher engagement than expert-backed informational messages, revealing a novel link between consumer endorsements and engagement while providing strategic insights for effective message design.
- Increasing customer engagement in digital marketing campaigns in a time of AIPublication . Dudzinskaite, Urte; Correia, Ricardo; Venciute, Dominyka; Fontes, RutaThe study aims to analyze how customer engagement can be increased in digital marketing campaigns to improve connections with customers. To achieve this aim, empirical research was conducted to get valuable insights into factors that contribute the most to increasing engagement in digital marketing campaigns. The study employed a qualitative research method, and 10 semi-structured interviews were conducted with potential digital marketing campaigns customers dividing them into two age groups of A20-30 and A40-50. The research showed that engagement tactics enhance the performance of digital marketing campaigns and substantially influence users’ willingness to interact with digital ads actively. Relevance, clear message, aesthetic design, personalized content, and informativeness have the greatest impact on shaping user behavior and starting active engagement. Taking research results into consideration, managerial recommendations were provided using the RACE framework regarding each phase of the engagement: plan, reach, act, convert, and engage.
- Olives and touristic experiences: the case of the olive tree and olive oil museumPublication . Correia, Ricardo; Felgueiras, Palmira de Jesus Guedes; Carvalho, Aida; Venciute, DominykaGastronomy is one of the main motivations that inspires and triggers the tourist journey. It is frequently interconnected with intangible dimensions attached with a specific place. Olive oil tourism is a specific product inside gastronomic tourism with the potential to generate a diversity of experiences for the tourist. As olive oil tourism depends on a multiplicity of different actors, whose actions need to be inte- grated, its current situation is still far way from its potential in regions that are not able to implement this integration practice. That is exactly the case of Mirandela (a small municipality in the northeast of Portugal) examined in this chapter. Even with an actor (the Olive Tree and Olive Oil Museum) with a strong potential to act as an articulator of the offer, that integration is not even in the beginning yet, losing the destination the opportunity of generating valuable olive oil experiences to the tourists.
- Preface - AI Innovation in Services MarketingPublication . Correia, Ricardo; Venciute, Dominyka
- Preface - Redefining the Future of Digital Marketing With Virtual InfluencersPublication . Correia, Ricardo; Venciute, DominykaThe digital marketing landscape is undergoing a seismic transformation, and at the forefront of this evolution are Virtual Influencers (VIs). As editors of Redefining the Future of Digital Marketing With Virtual Influencers, we are excited to present this volume, which explores a dynamic and increasingly influential facet of modern marketing. Virtual Influencers, powered by artificial intelligence, computer generated imagery, and carefully crafted human- like personas, are not only reshaping how brands connect with audiences but are also redefining what it means to be an “influencer” in the digital age.
- Preface - The role of brands in an era of over-informationPublication . Correia, Ricardo; Venciute, Dominyka; Sousa, Bruno MiguelIn today’s rapidly evolving digital landscape, consumers embark on their journeys with a multitude of information at their fingertips. The digital branding processes and their implications for consumer behavior have become vital areas of study for marketers, academics, and researchers alike. As the sources of information continue to proliferate, the challenge of processing this vast array of content becomes increasingly daunting. Led by the surge of social networks and user-generated content, the market is flooded with an overwhelming number of posts. Micro-segmentation has become the norm, resulting in numerous variations of core products, presenting consumers with an abundance of choices. In the midst of this information overload, brands play a crucial role by serving as mental shortcuts, enabling consumers to navigate through the complexities and make decisions that align with their preferences and values.
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