The problem addressed in this paper namely is the government expenditure effect on welfare of society. The object of research is government expenditure effect on welfare of society, whereas the aim ...of the paper is to analyse government expenditure effect on welfare of society in the theoretical aspect. The research deals with the analysis of theoretical interpretations of the phenomenon of welfare of society, expands the concept of welfare of society, comparison of the methods applied in practice for assessment of the level of welfare of society, and provides the summary of the theoretical link between welfare of society and government expenditure based on the previous research works in this field.
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The study examines the potential of colour psychology in Lithuanian advertising, acknowledging that the application of colour psychology may vary among countries. The theoretical overview outlines ...the concept of colour psychology and evaluates its use in advertising. The research objective is to assess how colour psychology can be effectively implemented in Lithuanian advertising campaigns. The study aims to explore the potential of colour psychology in Lithuanian advertising. The analysis will investigate the use of colour psychology in Lithuanian advertising. Methodology of the study included a review of the scientific literature and two structured questionnaire surveys of both consumers and industry experts. The study showed that when comparing user and expert surveys, both groups agreed that properly selected colours that evoke positive emotions have a strong influence on consumer emotions and even actions. However, when comparing the theory with the results obtained in the user questionnaire, it appears that Lithuanians assign slightly different associations to corresponding colours than foreign authors. Carefully selected colours that evoke positive emotions in advertisements can attract consumers' attention and potentially encourage purchases of the depicted brand. In order to choose the right colours to communicate in advertisements, it is important to analyse the audience to which the advertisement will be presented and to clarify the values that the brand cherishes and what the specific colour used in the advertisement is intended to tell consumers about the product or service.
The aim of this article is to analyse the phenomenon of cult and religion and to make research allowing to create a guide of cult and religion elements integration into marketing activities. Based on ...the theoretical and empirical analysis, a guide presenting the integration possibilities of religion and cult elements into marketing has been developed. An analysis of the literature and research has revealed that the integration of most religious elements in marketing can help strengthen a brand’s position in the market, establish an emotional connection with consumers and consequently strengthen their loyalty.
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Companies allocate significant resources in loyalty programs with the primary goal of enhancing customer loyalty. However, the effectiveness of these programs is now a subject of academic debate. ...Scholars highlight concerns such as the creation of spurious loyalty, the need for perceived value, and evolving consumer expectations. To succeed in this changing landscape, companies must embrace creativity and innovation in their loyalty program design. As creativity and innovations in loyalty programs are new and little-studied phenomenon, a comprehensive assessment of potential creative and innovative features in loyalty programs is essential for a deeper understanding of their influence on customer loyalty. The aim of this study was to measure the influence of creative and innovative loyalty programs’ features on customers’ attitudinal, conative, and behavioural loyalty. 203 respondents took part in the research. Ordered logistic regression analysis was used to reach the aim of the study. The research findings indicate that engagement-, gamification-, personalization-, and experience-based loyalty programs have an influence on customer loyalty. All four types of features of creative and innovative loyalty programs influence attitudinal and behaviour loyalty, and three types of features of loyalty programs, i.e., engagement-, gamification-, and experience-based, influence conative loyalty. The study findings underscore the importance of designing new features of loyalty programs that align with specific loyalty dimensions, as they can have differential effects on attitudinal, conative, and behavioural aspects of customer loyalty. Such insights are valuable for companies seeking to enhance customer loyalty through creative and innovative loyalty program design and implementation.
The subject of this paper is the influence of chat marketing on customer support satisfaction. The purpose of the study is to determine the relationship between the use of chat marketing and customer ...support satisfaction, as well as to identify the essential factors that contribute to this relationship. Furthermore, this paper aims to provide theoretical insights into the influence of chat marketing on customer support satisfaction in financial startups. Many companies struggle to achieve the most efficient chat session and are uncertain about the best strategies, factors and types of chat to implement. Therefore, these findings will help financial startups to theoretically understand the aspects of chat marketing and customer support satisfaction. The object of this article is the impact of chat marketing on customer satisfaction, and the purpose is to reveal theoretical knowledge that will help identify the factors that contribute to chat marketing and customer satisfaction in financial startups. This paper discusses the importance of customer support for financial startups and the different approaches to providing customer support through emotional means. In addition, this paper highlights the importance of customer satisfaction through trust and commitment to build a positive relationship with the customer. Furthermore, this paper demonstrated the framework behind chat marketing, which includes the use of different tools such as live chat platforms, chatbots and live agents or human representatives that help to achieve customer satisfaction through customer support. Moreover, using methods such as: observation, survey and regression analysis, this paper has demonstrated the importance of customer centricity in the financial sector to provide key essentials for employees as incentives that maintain customer satisfaction, while ensuring the flexibility of real-time communication with chatbots or live agents, with the need to have the ease of use and flexibility and various other factors to contribute to customer support satisfaction. As a result, the paper emphasises that in order to increase customer satisfaction with financial start-ups, it is crucial to maintain a low response rate by providing fast and reliable customer assistance. Developing and regularly updating chatbots to facilitate smooth transitions to live agents in complex situations is essential. Implementing an effective ticketing system to automate and monitor issue resolution is essential, with a focus on resolving issues during chat interactions whenever possible. Adopting a hybrid strategy that combines live agents and chatbots helps to meet diverse customer needs in a timely manner. Investing in comprehensive training for live agents is necessary to ensure professional and timely service. In addition, continuous monitoring and analysis of customer feedback plays a key role in improving overall business performance.
As customers become immune to most forms of advertisement on the Internet, marketers seek new ways to get the attention of branded content. As podcast content on YouTube gains more and more users’ ...attention in the world and Lithuania, it raises the urge for both marketing professionals and researchers of the marketing field to analyse the possibilities of brands and its content integration in the podcasts. The problem analysed is how effectively integrate brand content into Youtube podcasts in Lithuania. Thus, the paper aims to analyse the phenomenon of brand content integration and to reveal its possibilities in You- Tube podcasts in Lithuania.
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This paper presents an analysis of the impact that cultural activities have on community building. Recently, more and more people begin to understand the importance of community: they bring about ...local communities, and they begin to get involved in its activities. Cultural activities, in this case, offer a significant assistance. They are regarded as part of a typical community building stage. In this paper, the local community is perceived as a localized, cohesive social group with its own traditions, established norms, values, share the same interests, place of residence or attendance, and the most important – emotional connection. Community building begins with a motivated human leader, then leader create a group of people, that is next step on community building, and then community influenced by cultural activities and other motives is building. Cultural activities, joint celebrations have a huge impact on community building; therefore, there is a legitimate reason for further considerations. Different art projects worldwide are flexible and bring results, furthermore, they are economically effective ways to solve community building problems. The experts substantiate the cultural activity benefits for the community and confirm the importance of a leader at the primary stage of community building.The object of this thesis is a the impact of cultural activities on community building.The goal of this thesis is after a theoretical analysis of the relationship between cultural activities and the community, to carry out a study to assess the formation of the community through cultural activities.Cultural regions of Lithuania are experiencing the decline in population which results in the decline of supply of cultural activities and activities related to arts. In the context of dwindling communities and eroding communality a research question of this thesis arises: how to build a community based on cultural activities?Research methods of this thesis include different types of methods. In the first chapter a comparative theoretical analysis and synthesis of sources of literature method is used. In this part of thesis, the concepts of culture and community, the impact of cultural activities on society and community building are examined.In the second chapter of this thesis, having the intention to receive practical advice, and to acquire know-how on event planning for communities, a qualitative method has been chosen in a form of semi-structured interview with representatives of communities in Šilainiai (Kaunas microdistrict), Balsiai (in Šilalė distr.) and Akademija (in Kaunas distr.). After finishing the process of analysis of and structuring all the results of quantitative research indicate: has revealed such results: communities form for different reasons, and they face similar challenges (lack of human and financial resources), communality is expressed differently in each community, and the events are being held in accordance with the needs of the respective community.The following conclusions are published after analyzing the impact of cultural activities on the community building theoretically and qualitative studies with community presidents-experts:• The community is a group of people connected by common interests, places, communications, but the most important thing is the feeling. When we talk about the local community, we need to perceive it as a localised group of people.• In community building activities, the classic path takes place through cultural activities. Artistic cultural phenomena create more cohesive and sustainable communities, making it easier to involve people in the community. There are many art projects around the world that seek to bring divisive societies into communities through cultural activities. Such projects are flexible, proven and cost-effective ways to address community development problems.After reviewing the collected interview material, the following recommendations can be made for those who want to build a community in their place:• At the beginning of the community building, it is important person-leader with enthusiasm, energy and charisma. The leader can‘t be to strong – have just his ideas, his vision. The good leader for community is person, who can accept other ideas, who can listen community wishes, needs and say thank you to community members. It is small thing that humans needs.• It is important for people that their wishes, needs, ideas are heard and to be allowed to implement them;• It is worth involving members of the community in the process of organizing events – it is important for them to feel necessary and useful, but after involving the community, the process of organizing takes longer. And here comes challenge for leader to be able to properly moderate and distribute the work for community;• It is very important to co-create the process with community, to communicate, let them to feel like the creators of the celebration;• The number of cultural activities to be organised varies according to the needs of the community, but it is important to maintain a cyclicality, quantity and quality ratio. It is worth having a few bigger celebrations for the whole community with a variety of activities, while other events are organized for smaller and target audiences. Activities must be non-binding, but innovative, modern and;• The community is made up of people of all ages and none of them should be forgotten – everyone has to find the right activities for themselves, but young mothers and seniors usually join communities, so at the beginning of the community it is the target audience to which cultural activities must be adapted;• News about community events works best in a word-of-mouth format, but all possible channels need to be used to invite people to events: networks, local newspapers, libraries or even churches.Every community is unique and you need to know or make research to getting know what is community wishes, needs, what ideas have community members. The leader must be person that community trust.
The advent of the sharing economy has transformed the travel and lodging industry, with Airbnb emerging as a prominent player in this revolution. While numerous studies have examined factors ...influencing Airbnb pricing in urban areas, this research endeavors to explore the determinants of Airbnb property prices in rural Lithuania, focusing on often-neglected host-related variables. Through a comprehensive analysis of host attributes, the research aims to provide insights into how hosts influence pricing decisions in these unique, often underrepresented contexts. Using data collected from Vilnius and Kaunas counties, Ordinary Least Squares (OLS) regression was employed to investigate the relationship between host characteristics and property prices. Findings challenge some conventional assumptions. Specifically, research shows that ratings of hosts or “Superhost” status had no significant effect on property pricing; the number of reviews was associated with lower property prices. Contrary to common expectations, the quality of host communication was not found to significantly influence pricing decisions. Strict property policies were also found near higher prices. Interesting results were found analyzing host gender influence on price - female hosts were found charging higher prices in Lithuanian rural areas. This research extends our understanding of Airbnb pricing dynamics and is invaluable for both hosts seeking to optimize their pricing strategies and travelers navigating unique geographical contexts.
The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a ...brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the “Traveler’s Child”. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.
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The object of research is government expenditure effect on welfare of society, whereas the aim of the paper is to analyse government expenditure effect on welfare of society in the theoretical ...aspect. The research deals with the analysis of theoretical interpretations of the phenomenon of welfare of society, expands the concept of welfare of society, comparison of the methods applied in practice for assessment of the level of welfare of society, and provides the summary of the theoretical link between welfare of society and government expenditure based on the previous research works in this field.
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