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Integruota rinkodaros komunikacija: edukacinių renginių rėmimo virtualių platformų vertinimas
Get PDFThe improvement of marketing communication channels become the actual objective in developing educational events activities. The inefficient use of communication tools in promotion of educational events does not sufficiently encourage consumers to take interest in such events. Marketing communication experiences gained in promoting various events can be useful in improving the channels for promoting educational events. This article summarizes the experience gained by organizers of educational events through integrated empirical research, the results of which are based on the perspectives and ways of using such integrated marketing communication channels as specialized platforms for the promotion and promotion of educational events that allow expanding the possibilities of traditional communication tools. Based on the theoretical analysis and empirical research findings, the article summarizes the experience gained in the field of event promotion and publicity measures. Analyzing the peculiarities for various channels of events promotion, the advantages of using virtual platforms of educational events promotion and opportunities for improving integrated marketing communication tools are revealed. The integrated marketing communication concept application for educational event publicity is a viable educational events marketing development tool. The educational events format is not strictly regulated, and educational events have many different features, shapes, although they correspond to education, training and educational concepts.The larger scale of the event organizers lies in that they mostly use the greater part of the funds in targeted paid advertising in order to attract the target audience of consumers. In smaller event organization processes, the greater emphasis is being given on online advertising. Therefore, the application of integrated marketing communication is becoming an important tool for supporting small-scale publicity events.The most commonly used integrated marketing communication tools are as follows: Site search engine optimization (SEO and SEM), the Google Adwords advertising tool, advertising panels/banners. These measures are not used by all of the business entities, but they help to reach the target audience with sufficient accuracy.Social networking is the most used tool for event organizers to publicize events, attract various groups of interested persons, to communicate with customers so as to get feedback.The evaluation of each site’s social benefits specifics can help to make efficient use of integrated marketing communication purposes:a) Facebook allows you to quickly create an event advertisement, show how effective are the heavy advertising options and how quickly the target audience is being reached. Paid advertising of the event function allows you to filter target audiences based on specific criteria and to promote your event precisely to those audiences;b) The LinkedIn network offers a number of promotional tools, which allows for sharing of information about organized events, communicating with certain groups and searching for partners.Social networks are integrated in a virtual environment, where you can choose the advertising strategies and where you can also manage, monitor and analyze them.Event promotion and ticketing platforms are becoming an increasingly popular form used for event publicity, since the type of operating principles of these sites comply with the complex elements of promotion.Event promotion platforms are the main features of events publicity, ticket sales and registration for the events execution. These sites are perfectly tailored as publicizing events and event notices providing key information. Analytical tools allow one to analyze customer flows, because this platform is linked with social networks; therefore, these platforms can be used to share publicized events on social networks and thus expand the scope of the audience.Virtual platforms are superior in comparison with the social networks, as they are integrated with additional functions, such as the concept of the event, budget, time limits, transfer calls and so on.The event publicity virtual platform is designed to attract the target audience, so it can become a viable integrated marketing communication tool, ideal for educational events to inform visitors and to attract them. The biggest drawback is that despite the fact that the virtual platform is fully optimized, their popularity in Lithuania is not high, and event organizers are just starting to use these event publishing processes.Plečiantis edukacijos tikslą turinčioms veiklos sritims, tampa aktualu tobulinti rinkodaros komunikacijos kanalus. Straipsnyje pateikiamas edukacinių renginių klasifikavimo teorinis apibendrinimas, apibrėžiama integruotos rinkodaros komunikacijos samprata. Remiantis atliktų kompleksinių empirinių tyrimų rezultatais atskleidžiama perspektyvos ir būdai panaudoti tokius integruotos rinkodaros komunikacijos kanalus kaip specializuotos edukacinių renginių rėmimo ir viešinimo platformos, leidžiančios praplėsti tradicinės komunikacijos priemonių galimybes. Remiantis teorine analize ir empirinių tyrimų rezultatais apibendrinama sukaupta renginių rėmimo ir viešinimo priemonių taikymo patirtis. Išanalizavus renginių rėmimo įvairių kanalų ypatumus, atskleista edukacinių renginių rėmimo virtualių platformų naudojimo pranašumai ir integruotos rinkodaros komunikacijos priemonių tobulinimo galimybės
Vietos valdžios ir piliečių interakcija socialiniame tinkle „Facebook“: Lietuvos savivaldybių atvejis
Get PDFDue to the process of globalization, it is possible to notice the increase of influence caused by the political power decentralization process on the political communication of local governance and citizens. Political decentralization is a process in the course of which the members of territorial communities and their elected representatives acquire more power in making public decisions. The citizens of the local governance are not involved in the political decision-making process; therefore, the problem of democratic deficit is increasing. The aim of the article is to reveal the communication specifics of local governances (municipalities) and citizens in social media. The influents of the decentralization process of political power at the local governance level are important to identify in the Lithuanian information society. By revealing the influence of the political power decentralization process at the local governance level, emphasized is the importance of accountability and responsiveness in forming the Lithuanian information society. Scientific researches concerning procedural dimensions of liberal democracy, such as accountability and responsiveness, help to reveal the possibilities of interest representation in the course of political decision-making in the digital public sphere. In the article represented is a quantitative content analysis about the information disclosure strategies of Lithuanian municipalities and citizens on the social network Facebook conducted in 2015–2016. The research evaluated interaction – the relation of disclosed and used information, helping to reveal optimal information disclosure strategies on Facebook. In making an assessment of electronic participation strategy, most attention is given to the accountability and responsivity criteria, as it helps to keep up the principle of subsidiarity. The specific character of new media logic is notable in mutual communication and operational efficiency of information disclosure; however, information announced by a political institution (municipality) is rather familiar and oriented toward one-way communication. Local governance initiates citizens to partake in the political decision-making process only when information is organized on Facebook.Globalizacijos laikotarpiu vietos savivaldoje ėmė ryškėti politinės galios decentralizacijos proceso įtaka vietos valdžios ir piliečių politinei komunikacijai. Vykstant politinei decentralizacijai, teritorinių bendruomenių nariams bei jų išrinktiems atstovams perduodama daugiau įtakos priimant politinius sprendimus, tačiau politiniai institutai, nesuteikiantys piliečiams prieinamų būdų įsitraukti į politinių sprendimų priėmimo procesą, paskatina demokratijos deficito įsivyravimą vietos savivaldoje. Straipsnio tikslas yra atskleisti vietos valdžios (savivaldybių) ir piliečių komunikacijos specifiką socialinėse medijose. Atskleidžiant politinės galios decentralizacijos proceso įtaką vietos savivaldai, išskiriama atskaitomybės ir responsyvumo svarba formuojantis Lietuvos informacinei visuomenei. Liberalios demokratijos procedūrinių dimensijų – atskaitomybės ir responsyvumo moksliniai tyrinėjimai padeda atskleisti interesų atstovavimo galimybes priimant politinius sprendimus skaitmeninėje viešojoje erdvėje. Straipsnyje pristatoma 2015–2016 m. atlikta Lietuvos savivaldybių informacijos viešinimo strategijų socialiniame tinkle „Facebook“ kiekybinė turinio analizė. Atliekant tyrimą vertinama interakcija – viešinamos ir vartojamos informacijos santykis, padedantis atskleisti informacijos viešinimo strategijas socialiniame tinkle „Facebook“. Vertinant elektroninio dalyvavimo strategijas daugiausia dėmesio skiriama atskaitomybės ir responsyvumo kriterijams, šiuo būdu siekiama palaikyti subsidiarumo principą socialinėse medijose. Naujųjų medijų logika pasižymi abipuse komunikacija ir informacijos viešinimo operatyvumu, tačiau politinio instituto – savivaldybių skelbiama informacija yra gana formali, orientuota į vienkryptę komunikaciją. Vietos valdžia skatina piliečius įsitraukti į politinio sprendimo procesą tik tuomet, kai organizuotai viešina informaciją socialiniame tinkle „Facebook“
Emigracijos diskurso rėminimas Lietuvos interneto dienraščiuose
Get PDFPrimarily, mass media, together with online dailies, which became popular due to its activity changes, makes an increasing impact on thinking, beliefs and conduct of the society. By emphasizing aspects of various actual social issues of the society in news agendas, such as emigration, and framing them in a discourse, mass media influences an attitude of the society toward the issue of emigration; it forms an assessment of the country of origin and induces to make decisions whether to stay or leave a country. The article presents the results of a pilot research of emigration discourse framing in Lithuanian online dailies delfi.lt and 15min.lt. Precisely, the research aims at examining an emigration discourse constructed in Lithuanian online dailies and identifying the role of mass media in representing an issue of emigration. The research is carried out by combining the methods of a quantitative content analysis and a critical discourse analysis under the discourse research methodology of N. Fairclough.Furthermore, the research has revealed that the role of mass media in representing emigration can be assessed as a formation of tendencies and regularities that motivate to depart from Lithuania. The pursuit of mass media to form tendencies is revealed by a demand to enlighten an issue of emigration in a field of political realities and international events, which are particularly significant to Lithuania, to provide a topic of emigration in the most readable news sections of online dailies, not describing it in detail, but relating it to the most favorable public realities, namely, the welfare of the people and the financial situation of the country. The issue of emigration presented in mass media is constructed by a negative one-sided discourse, which forms positive frames of emigration. Moreover, it has been ascertained that a negative valuation of Lithuania as the country of origin is predominant in online dailies. There are very distinct tendencies to propagate an economic migration, whereas a positive evaluation of the country is very abstract and it does not reveal any specific peculiarities of Lithuania, which would be a reason to stay in this country. Finally, the emigration discourse in online dailies can by characterized by an emotional, biased rhetoric, which further intensifies an expression of tendencies formed by mass media.Žiniasklaidos galia veikti visuomenės nuomonę, nuostatas ir elgesį itin išryškėja tokių aktualių socialinių įvykių ir problemų kaip emigracija kontekste. Nuo žiniasklaidos gebėjimo naujienų dienotvarkėse pateikti emigracijos problemos aspektus, įrėminti juos diskurse, priklauso emigracijos problemos suvokimas ir visuomenės požiūris į emigraciją. Be to, žiniasklaida tuo pat metu formuoja ir kilmės šalies vertinimo tendencijas, galinčias reikšmingai prisidėti prie žmonių sprendimų ir pasirinkimų likti šalyje ar emigruoti. Žiniasklaidos įtaką reprezentuojant emigracijos problemą dar labiau sustiprina tokios jos savybės kaip koncentruotumas, naujienų pateikimo sparta, diskurso veikėjų – politikų, ekonomistų, verslo atstovų ir kt. – dalyvavimas, turinio įvairovė, jo pakartojamumas ir kitos, atsiradusios pakitus žiniasklaidos veiklos specifikai ir išpopuliarėjus interneto dienraščiams. Siekiant atskleisti žiniasklaidos gebėjimą konstruojamu diskursu formuoti ir išskirti tam tikras emigracijos tendencijas ir dėsningumus, atliktas bandomasis tyrimas. Straipsnyje pristatomi bandomojo emigracijos diskurso rėminimo tyrimo Lietuvos interneto dienraščiuose delfi.lt ir 15min.lt rezultatai
Y kartos požiūris į vyrų ir moterų vadovavimą organizacijose
Get PDFModern organizations, in order to become and remain competitive, must be able to adapt to ongoing changes. One such change – an intensive change of labor market participants, during which the jobs of Generation X are taken up by the representatives of Generation Y, who grew up in a technological age. Generation Y possesses technological knowledge, ambition, a non-attachment to a single job and distinctive expectations toward leadership in the context of an organization. The article reveals the attitude shared by employees of the Generation Y regarding leadership in modern organizations, highlighting the gender aspect. On the background of the empirical study results, the perception of Gen Yers of managers and leadership characteristics of different genders were analyzed. Research findings disclosed that female leadership characteristics and behavior distinguished by respondents mostly coincided with the transformational leadership style, whereas male leadership peculiarities are more related to the transactional style. The study results also revealed that for most of the Generation Y, gender in management positions does not matter, also that the effectiveness of managers does not depend on the gender describing characteristics and behavior, but on how managers properly organize work, communicate with the staff and achieve set goals.Šiuolaikinės organizacijos, siekdamos tapti ir išlikti konkurencingos, turi gebėti prisitaikyti prie nuolatinių pokyčių. Vienas iš tokių pokyčių – intensyvi darbo rinkos dalyvių kaita, kai X kartos atstovų darbo vietas užima technologijų amžiuje užaugę Y kartos atstovai, pasižymintys technologijų išmanymu, ambicingumu, neprisirišimu prie vienos darbo vietos ir savitais organizacijos vadovavimo lūkesčiais. Straipsnyje atskleidžiamas Y kartos darbuotojų požiūris į vadovavimą šiuolaikinėse organizacijose, išskiriant lyčių aspektą. Remiantis atlikto empirinio tyrimo rezultatais analizuojama, kaip Y kartos atstovai suvokia vadovus ir skirtingų lyčių vadovavimo ypatumus
Organizacijos kaip patrauklaus darbdavio įvaizdžio formavimas orientuojantis į Lietuvos Y kartai atstovaujančius specialistus
Get PDFCompared with older generations, Gen Y’s expectations for an attractive workplace are different. The Millennials demonstrate higher levels of engagement in technology, which affects their communication habits. Because of this, to attract specialists representing Gen Y, organizations should take into account what Gen Y expects from an attractive workplace and what manners of communication the representatives of this generation prefer. Any empirical research or studies regarding the expectations that millennials have for an attractive employer and for employer branding communication in Lithuania are scarce. This paper is aimed at determining the peculiarities of employer branding, focusing on specialists representing the Millennials, or Generation Y, in Lithuania. To reach the aim, the following steps were taken: the process of employer branding for potential employees was analyzed; factors in determining an employer’s attractiveness (taking generational differences into account), were determined; peculiarities of employer branding, focusing on professionals representing Gen Y in Lithuania, were investigated. Data was collected by conducting semi-structured, in-depth interviews. The data was analyzed inductively, using the thematic analysis method. The research revealed that the most important factors in determining employer attractiveness, were the symbolic employer image attributes, representing interest and social values. The most effective channels in establishing contact with Millennial professionals were determined to be social media networks Facebook and LinkedIn. After the initial contact, the main source of information about an employing company was determined to be its website. An analysis of the data revealed that the visualization and personification of communication were preferred.Keičiantis darbo jėgos demografijai, pastebima Y kartos lūkesčių kaita darbdaviui bei darbdavio įvaizdį formuojančiai komunikacijai. Dėl šios priežasties, siekiant pritraukti Y kartos specialistus, reikia pritaikyti darbdavio įvaizdžio formavimo strategiją jų lūkesčiams – atsižvelgti į patrauklius darbdavio įvaizdžio elementus, komunikacijos būdus. Lietuvos Y kartos specialistų lūkesčių darbdaviui bei darbdavio įvaizdį formuojančiai komunikacijai empirinių tyrimų nėra gausu. Darbo tikslas – nustatyti patrauklaus darbdavio įvaizdžio formavimo ypatumus orientuojantis į Lietuvos Y kartai atstovaujančius specialistus
Intelektinis kapitalas ir strateginiai sprendimai: integralus požiūris
Get PDFIn a dynamic and complex market, tangible assets, which often produce only short-term effects, cease to be the critical source of competitive advantage against competitors. Instead, nowadays more emphasis is placed on intellectual competitiveness, which is achieved by the ability to make strategic decisions on business development that are adequate to the changes in the complex and dynamic external environment. An approach based on knowledge resources forms the theoretical background of this study. Its main assumption is that intangible resources are the strategic asset that plays the central role in creating a long-term competitive advantage for organizations. The article emphasises that although intellectual capital and knowledge management are rather extensively discussed in various contexts, the available theoretical and empirical studies are often fragmented. Current research lacks a scientifically-based, integrative approach, which would reveal broader theoretical assumptions that take into account current developments. The article presents an integrative model, built on conceptual theoretical insights that include three components: strategic decisions, intellectual capital and knowledge management. The model broadens the field of research on intellectual capital not only in the addition of strategic dimension as its essential component that influences creation of added value in organizations, but also in its emphasis on the importance of integrating the strategy of intellectual capital with knowledge management. The model also illustrates the link between the components of intellectual capital and processes of knowledge management in the context of strategic management. An assumption is made that the constructed complex research model will provide new insights for scientific research at the theoretical level, while its practical implementation would assist organizations in their strategic development and help to increase the produced added value.Nuolatinė rinkos konkurencija yra viena iš esminių sąlygų, skatinančių organizacijų pokyčius ieškant optimalių būdų veiklos produktyvumui didinti. Dinamiškos ir sudėtingos rinkos sąlygomis ryškėja, kad konkuravimas materialiaisiais ištekliais, kuriančiais dažnai tik trumpalaikį efektą, jau nėra esminis pranašumo prieš konkurentus šaltinis. Šiandieną akcentuojamas intelektinis konkurencingumas, kai vienu iš svarbiausių organizacijos turimų išteklių tampa organizacijos intelektinis kapitalas ir žinios. Organizacijos strateginis valdymas, darbuotojų priimami strateginiai sprendimai, grįsti naujausiomis žiniomis ir patirtimi, dažnai apibūdinami kaip pagrindiniai organizacijos efektyvumo ir rezultatyvumo didinimo instrumentai. Straipsnyje atskleidžiamas holistinis požiūris į intelektinio kapitalo, žinių valdymo ir strateginių sprendimų sinergijos svarbą ir veiksmingumą užtikrinant strateginės plėtros siekiančios organizacijos konkurencinį pranašumą
Rusijos propagandos praktika daro įtaką teoriniam komunikacijos modeliui
Get PDFThe author examines how intensive Russian propaganda (both recognisable and unrecognisable) can expand any theoretical model of communication. Over the past 15 years, in the context of open military and democratic conflicts where Russia fights against Ukraine and over Ukraine, or over influence in the Middle East by bombarding Syrian cities, and where the European Union is breaking apart after the Brexit vote, informational politics has emerged as one of the most significant factors. The author claims that the National Security Concept of the Russian Federation, adopted in 2000, served as a stimulus to the current expansion of the official propaganda of Russia. The document in question has to be described as the start of Russian politics built on disinformation. The concept claims that, allegedly, Russia is threatened by the other nations’ desire “to dominate on the global information space” and “push Russia out of the international and domestic information market”; the concept further claims that foreign states are supposedly developing “the concepts of information warfare that provide for measures of dangerous impact on the information areas of other nations around the world”. If one wished to apply a communication model to the document in question, one would have to opt for the simplest, i.e. linear (sender – message – recipient), model as there is no data implying that anyone had interpreted the content of the document as a set of symbols of inverted meaning, or had anticipated that Russia will itself start constructing information operations to justify its propagandistic politics. Russia embarked on the path of political warfare at the beginning of the 21st century, reclaiming its role of an influential state, though in places where it is unable to exercise direct censorship of the media yet can make use of the activities of foreign authorities and organisations, or discussions in the social media, it breaks down the relationships as opposed to building them. After a review of research papers on propaganda by various authors one is forced to agree that the most effective way to recognise Russian propaganda would be the application of the communication model developed by Garth S. Jowett and Victoria J. O’Donnell; however, as claimed by the author, if one was to look for propaganda organization, as suggested by Jowett and O’Donnell, one would be mistaken in their hopes to find just one (contrary to the political system of the former Soviet Union when all media was “directed” by the Communist Party divisions at the appropriate structural level by territorial units and party leadership levels). Seeing that in this age Russian politics have turned into the instigation of a physical war (in the case of Ukraine) and its propaganda, one has to bear in mind that information operations that turn into propaganda messages and information warfare are carried out by various governmental institutions, municipalities and so called non-governmental organisations domestically and abroad. Consequently, a “systematic attempt to shape perceptions, manipulate cognitions, and direct behaviour” is not a sufficient characteristic to describe Russia’s actions: by describing the phenomenon as an “attempt” one implies that propaganda, even though systematic, is just a short-term “creative exercise”. The author concludes that Russian propaganda is an institutionalised form of state informational politics aimed to expand information spaces globally and to maintain informational influence in shaping a persuasive opinion justifying Russia’s claims and predatory actions. Here information space is understood as a coverage beyond national borders where audiences have the technical means to accept and do accept messages transmitted over various channels. It also denotes informational state of the country: if, due to cultural or economic circumstances, there are factors in a society that make it possible to accept both useful and harmful (misleading) messages, these can be used to expand the information space. Over the period of 15 years Russia has developed political warfare by turning propaganda into a form and a tool of state politics. Stages of Russian political warfare (2000–2015): the development of guidelines and opinion control domestically (I); propaganda expansion (II); and information warfare on the global information space (III).The author believes that Russian propaganda techniques modify the theoretical model of communication: the key role is played not by the “sender” in general, but by the organiser and the roles of both the sender and recipient may be switched at organiser’s will; the role of the organiser itself is hidden. The switching of these roles is a method of Russian propaganda: those Western audiences that respect democratic values and get information prepared in their language (content consistent with their concepts) may get involved as participants on the Russian information space (while being recipients they may, in fact, be turned into information senders). The “anti-American” sentiment is one of the particulars of the criticism of democracy (not just a political theory) that is used to switch the participants of the communication process...
Korporatyvinio įvaizdžio įtaka vartotojų pasitenkinimui paslaugų kokybe: mobiliojo ryšio bendrovių atvejis
Get PDFVarious investigations have been carried out in connection with customer behavior for marketing; the number of such studies is constantly growing. Obviously, customer behavior is an important area of research for corporate companies. Yet the recent years have revealed a tendency of developing corporate image by positioning means of communication. So far, the subject is little studied, as a company may aim to create a corporate relative attractiveness to the consumer through a variety of communication channels. Therefore, it is important to find out what impact does the corporate image of the user have on the attraction and retention of clients in the current market conditions. The main question posed in this article is how corporate image can help to build customer loyalty. According to this problem, there is an object – the corporate image and service quality ratio. The main purpose of this article is to estimate how important is the corporate image for the customer’s satisfaction with the quality of service. The theoretical analysis is based on scientific literature. The author forms the model of the customer’s needs. The main elements of the model are corporate image and service/product quality. These elements include criteria. In this study, the author tries to understand what are the main criteria that lead the customer’s choice and loyalty. For this reason, two research methods were applied – qualitative and quantitative. Lithuanian mobile companies were selected as the study objects of this research. The exploratory study helps to find out the main customer needs regarding mobile services. Also, a connection is found between practice and theoretical model. Quantitative research was used in order to check the hypothesis. The results of the research approved two hypotheses: H1 – corporate image has an impact on a user’s perception of service quality and a user’s satisfaction; H2 – corporate image and customer satisfaction are the main keys in gaining customer loyalty. The results show that there is a link between corporate image and service quality perceptions – the better the company’s image that a user has in his mind, the more the user is satisfied with the services provided by the company in question. Other aspects during the study were as follows: 1) corporate image has greater importance to the customer’s choice; 2) the quality of service has greater importance to the customer’s loyalty. In order to attract consumers, corporate image communication is the appropriate instrument used to manipulate the perception of a company in the consumer’s mind. The main corporate image manipulation object should be value for money, because so far there is no marketing, advertising or public relations measures that would affect customers more than the cost of services.Įvairių atliekamų tyrimų, susijusių su vartotojų elgsena paslaugų rinkodaros srityje, nuolat daugėja. Akivaizdu, kad vartotojo elgsena svarbi sritis korporatyvinėms organizacijoms. Tačiau pastaraisiais metais išaiškėjo tendencija korporatyvinį pozicionavimą kurti komunikacijos priemonėmis. Straipsnyje keliamas klausimas, kokią įtaką korporatyvinis įvaizdis turi vartotojo pritraukimui ir klientų išlaikymui dabartinėmis rinkos sąlygomis. Straipsnyje ieškoma sąsajų tarp korporatyvinio įvaizdžio ir paslaugų kokybės vertinimo, tiriant paslaugų vartotojų pasitenkinimą. Teorinėje analizėje, remiantis moksline literatūra, sudaromas vartotojų poreikių tenkinimo modelis, kurio pagrindiniai elementai – įvaizdis ir paslaugos ar produkto kokybė. Šiems elementams priskiriami kriterijai, kurie tikrinami tyrimais. Straipsnyje pristatomi du vartotojų poreikių tyrimai. Žvalgomojo tyrimo – fokusuoto grupinio interviu metu išsiaiškinta, kokie kriterijai lemia mobiliojo ryšio bendrovių klientų pasirinkimą bei lojalumą konkrečioms įmonėms. Išanalizavus interviu rezultatus, pastebėta sąsaja tarp praktikos ir teorinio modelio. Iškeltoms prielaidoms tikrinti pasitelktas kiekybinis tyrimas. Remiantis tyrimo rezultatais teikiami pasiūlymai, kaip paslaugų įmonėms, manipuliuojant korporatyviniu įvaizdžiu, reikėtų kurti vartotojų lojalumą
Pasitenkinimo bibliotekų paslaugomis gyvenimo kokybės kontekste indeksas: Lietuvos AVB atvejis
Get PDFThe article deals with the problem related to the impact of public libraries’ services on the consumer. The paper presents the summarized results of the independent research (the quality of life interface between library activities and community members) – the index of the satisfaction of services (IS) of the Lithuania counties’ public libraries in the context of quality of life. The index was calculated with an evaluate of the weights of the services, coupled with the impact on quality of life. It was determined that the general index of satisfaction with information services is the largest, but it should be noted that active users are more satisfied with the training organized by the library. Currently, the impact of training on the quality of life is very significant, as it increases social inclusion, reduces information exclusion and strengthens self-confidence. The statistical analysis showed that the IS does not differ significantly between the different Lithuania counties’ public libraries, but statistically significantly depends on the demographic data of population. It is noticed that the competence and helpfulness of librarians was most strongly felt in direct contact, so it largely due to exposure to greater satisfaction with the services, and we believe that effective communication is an additional factor that increases IS. It is important to notice that the impact of the Lithuanian counties’ public libraries services on the consumer’s quality of life is significant. We can confirm the statement that public libraries are a good business for the society.Straipsnyje nagrinėjama problema siejama su viešųjų bibliotekų paslaugų poveikiu vartotojui. Pristatomi nepriklausomo Lietuvos apskričių viešųjų bibliotekų veiklos ir bendruomenės gyvenimo kokybės sąsajų tyrimo apibendrinti rezultatai – pasitenkinimo viešųjų bibliotekų paslaugomis gyvenimo kokybės kontekste indeksas (VPI2). Indeksas apskaičiuotas atsižvelgiant į apskričių viešųjų bibliotekų paslaugų svorius, kurie siejami su poveikiu gyvenimo kokybei. Nors bendras (visų apklausos dalyvių) pasitenkinimo paslaugomis indeksas didžiausias vertinant pasitenkinimą informacinėmis paslaugomis, tačiau pažymėtina, jog aktyvūs paslaugų vartotojai labiau vertina pasitenkinimą mokymais. Šiuo metu bibliotekoje organizuotų mokymų poveikis gyvenimo kokybei itin reikšmingas, nes didėja vartotojų socialinė įtrauktis, mažėja informacinė atskirtis, stiprėja pasitikėjimas savimi. Atlikus statistinę analizę nustatyta, jog tarp skirtingų apskričių bibliotekų VPI2 statistiškai reikšmingai nesiskiria, tačiau statistiškai reikšmingai priklauso nuo demografinių populiacijos duomenų. Pastebėta, jog bibliotekininkų kompetencija, paslaugumas, stipriausiai jaučiamas tiesioginio kontakto metu, nemažai lemia patiriamą didesnį pasitenkinimą paslaugomis, todėl manome, kad efektyvi komunikacija yra papildomas veiksnys, didinantis VPI2. Svarbu pažymėti, jog Lietuvos apskričių viešųjų bibliotekų paslaugų poveikis vartotojų gyvenimo kokybei yra reikšmingas. Galime patvirtinti užsienio kolegų teiginį, jog viešosios bibliotekos yra geras „biznis“ visuomenei
Kultūrinės aplinkos įtaka turinio rinkodaros praktikoms: turkų ir lietuvių jaunimo požiūris į pagrindines turinio rinkodaros sudedamąsias dalis
No full textThis research paper mainly aims to illuminate the influence of cultural differences on certain components of the content marketing process. The study has a descriptive research approach. In order to collect research data, a digital survey, also in print, was applied to university students both in Turkey and Lithuania. Within the framework of the study, responses of the individuals revealed cultural influences on three vital main content marketing components: the distribution channel, the types of the messages and formats of building engagement with the target audience. Results proved that individuals from both countries have slight differences when it comes to reaching content, consuming it and interacting with it. It is possible to explain this situation on the basis of two factors. The first factor is globalism and the second one is that internet tools create their own usage culture and that individuals have been integrating with those cultures.Pagrindinis šio mokslinio darbo tikslas – išsiaiškinti, kaip kultūriniai skirtumai veikia turinio rinkodaros proceso sudedamąsias dalis. Šis tyrimas yra aprašomasis. Siekiant surinkti duomenis, Turkijos ir Lietuvos studentams buvo pateiktos apklausos anketos, kurias buvo galima užpildyti arba popieriuje, arba internetu. Atliekant tyrimą respondentų atsakymai atskleidė kultūrinės aplinkos įtaką trims svarbiausioms turinio rinkodaros sudedamosioms dalims: sklaidos kanalui, pranešimų tipui ir bendravimo su tiksline auditorija formatui. Rezultatai parodė, kad dviejų šalių studentų požiūris į turinio paiešką, vartojimą, komunikaciją šiek tiek skiriasi. Šią situaciją galima paaiškinti dviem veiksniais. Pirmasis veiksnys – tai globalizmas, antrasis – internetas, kuriantis savitą naudojimosi juo kultūrą, į kurią įsitraukia vartotojai