Migle Cernikovaite - Academia.edu (original) (raw)

Papers by Migle Cernikovaite

Purpose-the purpose of the article is to analyze the impact effect of Influencers marketing on co... more Purpose-the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology-the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings-the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations-the main limitations of research may be the geographical research area-Lithuania and social networks (Facebook). Practical implications-understanding of Influencers impact on consumer buying behavior. Originality/Value-this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case.

Information & Media, Mar 6, 2023

Informacijos mokslai, 2018

Societal Studies, 2013

Mykolo Romerio universiteto Ekonomikos ir finansų valdymo fakulteto Ekonomikos ir verslo institut... more Mykolo Romerio universiteto Ekonomikos ir finansų valdymo fakulteto Ekonomikos ir verslo institutas Ateities g. 20, LT-08303 Vilnius Telefonas (+370 5)271 4547 Elektroninis paštas

This study focuses on evaluation the role of logistics and transport industry on the economic gro... more This study focuses on evaluation the role of logistics and transport industry on the economic growth of EU-27 during the COVID-19 pandemic. The evaluation found a positive correlation between government spending to transport infrastructure, employment level, and freight transportation by road, railway and economic growth. Regression analyses showed that in 2019 the impact of logistics industry and economic growth of EU-27 countries insignificant, and in 2020-statistically significant between public expenditure, employment rate in EU-27 economies. This study also found that some variables, such as the length of rail freight and transportation by air did not have a significant impact on economic growth of EU-27 during pandemics.

Creativity studies, Jun 8, 2023

The growing power of social media and the fast change of communication forms encourages marketers... more The growing power of social media and the fast change of communication forms encourages marketers to explore new ways for brands to communicate creatively and effectively. The aim of this study is to determine how to reveal the involvement of influencers in creative forms of brand communication by analysing (comparatively) the expression of Lithuanian and foreign influencers in social networks. Research methodology and results: analysis academic literature and quantitative content analysis in social networks. Literature analysis reviled, that the main dimensions of communication strategy with influencers involves four stages: setting the objectives of the campaign; setting the criteria to find out right influencer; setting campaign duration and platform; influencer performance analysis. The results of the study showed that one of the most important and most inclusive step is choosing the right influencer. It is important to choose not only based on brand profile, but also to evaluate the potential risks when working with one or another influencer. Brands are recommended to choose those influencers that are not overloaded with another brands, integrate advertising into video format and reveal that their integration is brand advertising, because consumers tend to choose the products or services which are chosen by the celebrities they follow.

Management : Journal of Contemporary Management Issues, Nov 27, 2020

* This research was carried out within the Erasmus+ Programme of the European Union in the framew... more * This research was carried out within the Erasmus+ Programme of the European Union in the framework of Strategic Partnership project "Cultural Studies in Business" (ERASMUS 2018-1-IT02-KA203-048091). The paper reflects only the views of the authors, and the European Commission cannot be held responsible for any use, which may be made of the information contained therein.

SHS web of conferences, 2021

Research background: COVID-19 pandemic became the global issue in today's world. Due to the globa... more Research background: COVID-19 pandemic became the global issue in today's world. Due to the globalized world, the virus had a possibility to spread across the globe and infect people from different nations and continents. However, COVID-19 pandemic is the consequence of globalization that has tremendous social-economic outcomes around the globe. COVID-19 also induced the panic in mass media and governments adopted new policies and precautions in order to minimize the damage and spread of this virus. However, due to the government restrictions, the consumer behavior also had a drastic change and influenced the economy as a whole. Purpose of the article: To investigate the social-economic effects of COVID-19 pandemic in Lithuania. Methods: scientific literature analysis, statistical analysis of secondary data and comparative analysis. Findings & Value added: People are well informed about the COVID-19 pandemics in Lithuania. Thread of COVID-19 was seen as real and Lithuanians were in panic that affected their behaviour on purchasing consumer goods and services. Lithuanian economic sectors were affected differently. However, Lithuania has a mild social-economic effects of COVID-19, were more concerned about global issues related to the virus (spreading globally and in Europe, impact on economy and etc.) and less about personal, local and national issues (closure of Lithuanian borders, closure of schools and universities, crisis in tourism and other sectors).

Zenodo (CERN European Organization for Nuclear Research), Mar 28, 2023

Current issues of the management of socioeconomic systems in terms of globalization challenges: s... more Current issues of the management of socioeconomic systems in terms of globalization challenges: scientific monograph.-Košice: Vysoká škola bezpečnostného manažérstva v Košiciach, 2023.-679 p. The authors of the scientific monograph have come to the conclusion that the management of socioeconomic systems in the terms of global challenges requires the use of mechanisms to ensure security, optimise the use of resource potential, increase competitiveness, and provide state support to economic entities. Basic research focuses on assessment of economic entities in the terms of global challenges, analysis of the financial system, migration flows, logistics and product exports, territorial development. The research results have been implemented in the different decision-making models in the context of global challenges, strategic planning, financial and food security, education management, information technology and innovation. The results of the study can be used in the developing of directions, programmes and strategies for sustainable development of economic entities and regions, increasing the competitiveness of products and services, decision-making at the level of ministries and agencies that regulate the processes of managing socioeconomic systems. The results can also be used by students and young scientists in the educational process and conducting scientific research on the management of socioeconomic systems in the terms of global challenges.

Sustainability, Mar 16, 2021

This article is an open access article distributed under the terms and conditions of the Creative... more This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY

12th International Scientific Conference “Business and Management 2022”

The article analyses the topic of e-trade assessment in a global environment. To achieve the obje... more The article analyses the topic of e-trade assessment in a global environment. To achieve the objective, a de-tailed analysis of scientific works was carried out in order to identify the importance of e-trade assessment in a global environment and, by removing the identified limitations, to develop a model of e-trade evaluation applicable to a global environment. The empirical research was based on the developed e-trade evaluation model to test its effectiveness and applicability in a global environment. Based on the data collected, a multi-criteria assessment of e-trade was carried out, dividing the factors into five dimensions: emotional (consumer satisfaction and trust), technological (internet ac-cessibility, data security and privacy), financial (e-GDP, e-trade sales, impact of e-trade on overall company turnover), social (internet usage and purchasing volumes) and tax environment (VAT), and a comparative analysis of the coun-tries to compare the results of economically similar ...

This article aims to reveal the essential of the impact of social innovations on the different gr... more This article aims to reveal the essential of the impact of social innovations on the different groups of benefiters and designs the methodological model for the further investigation of effects of social innovations in such knowledge-intensive business sectors as biotechnologies or nanotechnologies. Starting our article from the Schumpeterian trilogy and the P. Drucker’s consideration of the innovation, we position the social innovation among other types of innovations, based on different classifications, as well as present the most common and logical interpretation of the social innovation in the context of the knowledge economy. The scrutinized social impacts, derived from the product, process and service innovations and new trends in the Social policy within the EU point at the importance of simultaneous efforts of carrying on activities in all the policies or focusing on long-term economic and social goals. It is important to note that the EU support programs are important sources of funding innovative companies; its value continuously increased during the period 2008-2010. Though the profitability is one of the most important strategic goals for the majority of businesses in the short term, it could be socially jeopardizing, having no sufficient financial and human resources allocated close to social innovative projects, in the long term

Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018), 2019

The most important task of industrialization is to improve the productivity of a country or a reg... more The most important task of industrialization is to improve the productivity of a country or a region. The aim of this article is to evaluate main factors of choosing logistic cooperation services in order to improve logistic processes in Lithuanian retail market chains under the new conditions of industrialization. The objective of logistics is to minimize the price and to ensure the efficient distribution and maintenance of the required goods and products in the market in due time. Most retail companies have to make structural logistic decisions-to use outsource logistic cooperation services or to manage logistics on their own. As global competition grows, logistics services has a growing demand for cost, staffing and management improvements, with more focus on the company's core business. According to Langley (2018), Batarliene, Jarasiuniene (2017), Meidute and others. (2014), Parashkevov, (2007) studies-the benefits of logistics cooperation are: focusing on core business, using best practices and experience, increasing competitiveness, reducing costs of logistic. However, research showed the logistic cooperation potential in Lithuania retail chains depends on country policy, business thinking and understanding the process of logistic cooperation in order to operate under the new industrialization conditions.

Intellectual economics, 2011

This article aims to create the model of social innovations, as we call it the paradox of “Dragon... more This article aims to create the model of social innovations, as we call it the paradox of “Dragon-butterfly hybrid,” which describes the impact off social innovations on different social targeted groups, social business and public sector in Lithuania. Starting our article from the concept of social innovation, which is in line with the P. Drucker’s consideration of the innovation (invention, innovation and diffusion of products, process and services) we position the social innovation among other types of innovations, based on the social cooperation among different social groups, which generates innovative social outcomes beneficial to both the society and the economy. In addition, social innovations promote social changes in the economy and society and it plays an important role of development in the emerging market of Lithuania. Within our model there are social impacts, derived from social innovations, and new trends in the social policy within the EU scrutinized by focusing on lo...

Review of Applied Socio-Economic Research

Recently, hybrid communication is gaining more and more importance in our society (Bielinis, 2020... more Recently, hybrid communication is gaining more and more importance in our society (Bielinis, 2020) - due to the COVID-19 pandemic and social restrictions, people were forced to use remote means of communication, thanks to which it was possible not only to avoid, but also to effectively manage the COVID-19 pandemic. However, hybrid communication is relevant not only in this context - thanks to it, members of various organizations can carry out continuous communication and connect 24/7 from anywhere in the world. A study by Berger et al. (2021) found that before the global COVID-19 pandemic, only 35% of organizations used/aspired to use a hybrid work model, but now even 77% use this work model. (Berger, Weber & Buser, 2021). Organizations that previously conducted their activities in a contact manner and could not imagine an effective flexible combination of remote and contact work methods, now face new challenges of internal processes, employee performance and change management. Howe...

Modern economy is being continuously impacted not only by the global changes, but also by the com... more Modern economy is being continuously impacted not only by the global changes, but also by the competitive environment that are altering the nature of corporate property and the origin of the factors creating added value for the company. In terms of intangible assets, brands are reflecting consumer expectations and impact the content and specifics of a company's creation of value added. The aim of the dissertation, on the basis of a theoretical analysis carried out on the impact of the brand on a company's value added, was to develop a model aimed at determining the impact of the brand on its company's economic value added and verify it empirically. The construction of a theoretical model and similar empirical studies has shown that the company's brand exposure to economic value added analysis studied in a fragmentary way. The proposed research methodology is based on qualitative (expert evaluation and multiple assessment -COPRAS methods) and quantitative (questionnai...