Lanskoronskis, Marius

The rapid evolution of information communication technologies in the last two decades set a new pace in the every aspect for our society including marketing. This advancement of the digital sphere moves along with strategic growth of marketing space. Traditional marketing strategies have been redefined to move along with digital innovation. Not too long-ago, marketing mainly consisted of newspaper ads, TV, and radio commercials. As information became more available with Internet access and as people started spending more time online, businesses world over are slowly coming to terms with the fact that the future lies in the digital age and the various platforms that come with it. The internet has become one of the easiest and cheapest ways to do business currently. This has been precipitated by various social media platforms such as Google search engines, LinkedIn, Twitter, Instagram, Facebook, and many more. This is because the internet age has made the world become a global village, whereby, one can access information from any parts of the globe wherever they are. As information became more available with Internet access and as people started spending more time online, digital marketing assumed greater importance. Digital marketing is becoming a compelling need for both start-ups and giant corporations. More and more brands are using online media to promote their services by means of digital marketing as it not only enhances sales volumes but creates a unique opportunity for brands to personally engage with customers, which is not the case with traditional advertising.

With Web 2.0, companies have started to exist in the digital world where mutual interaction has emerged where businesses may advertise their goods and services, engage with their target markets, reach bigger audiences, and develop a positive brand image among consumers. With the developing technology, the product difference and the existence of many brands intensify the competition between the brands. Social media strategies must be used in order to stand out in this highly competitive environment, build a positive brand image among the target audience, and distinguish oneself from rivals. The influencer marketing strategy has become one of the most popular in recent years on social media. Brands have started implementing a marketing strategy that focuses on influencing the purchase behavior of the audience which they targeted after realizing that users with great followers have the capacity to influence millions of individuals. Influencers who can affect personal views and preferences have a devoted following because they are able to engage with the target audience, arouse desire in them, and enable them to take action to purchase. The influencers' audience gains from their experiences, believes, and trusts their opinions, and as a result, conducts purchases. Brands may enhance their image, raise brand recognition, and generate organic conversions with the appropriate strategic alliances. This study's objective is to determine influencer marketing, which is one of brand image strategies, has an impact on a company's growth. After literature review, the researcher conducted an interview with 7 experts in the field of influencer marketing in order to gather data, which was then assessed. These results lead to the conclusion that influencer marketing techniques have beneficial effects on brand image while building brand image, they affect business growth, but some strategy flaws can damage this image.

Magistro baigiamajame darbe yra analizuojama koreliacija ir bendras judėjimas tarp Europos (Vokietija-DAX, Prancūzija-CAC40, JK-FTSE100, Italija-FTSEMIB) ir Azijos (Singapūras – VMI, Honk Kong-HSI, Taivanas-TAIEX) akcijų rinkų, 2000-2015 m. laikotarpiu. Įvertinimas buvo būtinas norint atsakyti, moksliniame tyrime analizuojamas problemas: kaip rinkų koreliacija ir bendras judėjimas paveiks tarptautinį portfelį ir kaip nacionalinės vertybinių popierių rinkos reaguos į šoko rizika iš tarptautinių rinkų. Logaritminė dienos grąža, pasirinktiems indeksams, analizuojama ir testuojama ekonometriniais modeliais: dinaminis sąlyginės koreliacijos apibendrintas autoregresijos sąlyginio heteroskedastiškumo modelis (DCC - GARCH), apibendrintas atsakas į impulsą funkcija, Johansen kointegravimo testas, vektorinių paklaidų korekcijos modelis (VECM). Pirmojoje darbo dalyje analizuojama finansinė globalizacija, pateikiami pagrindiniai veiksniai kurie nulėmė finansinės globalizacijos raidą. Įvardijamos finansinės globalizacijos naudos ir rizikos. Antroje dalyje pateikiami ir paaiškinami ekonometriniai modeliai naudojami moksliniame tyrime. Trečioje dalyje aptariami mokslinio tyrimo rezultatai. Rezultatai atvaizduojami grafiškai. Magistro darbas užbaigiamas išvadomis ir rekomendacijomis sudarinėjant investicinius portfelius su analizuojamais indeksais.

This master thesis analysis and evaluates impact Impact of progressive personal income tax to efficiency of fiscal, redistributive, regulating tax functions in the European Union. First part of theses presents origin and conception of progressive tax, second part reviews tax systems within EU and presents methodology of tax functions` analysis. Third part of thesis analyses personal income tax systems, implemeted reforms, statistcal indictors of selected EU member states. Fouth part of thesis evaluates impact of progressive personal income tax on fiscal, redistributive, regulating tax functions within selected countries and final part of thesis evaluates this impact within EU level. Based on results of analysis, conclusions and recommendations are provided at the end of this thesis.

Šio mokslinio darbo analizė reprezentuoja elektroninių atsiskaitymų įtakos vertinimą bankų konkurenciniam pranašumui. Remiantis teoriniais modeliai tokiais kaip TAM ir UTAUT teorijos, Panzar ir Rosse pristatytais modeliais, bei inovacijų kreivės analize mokslinio darbo metu buvo nustatyti elektroninių atsiskaitymų tipai, jų įtaka finansinių institucijų konkurencingumui ir ateities perspektyvų vertinimas. Tyrimo demografinių rodiklių metodologija nustato potencialaus finansinės institucijos kliento profilį, o statistinė analizė naudojant SPSS programą identifikuoja statistiškai reikšmingus ryšius ar skirtumus tarp kintamųjų lemiančių konkurencijos didinimą ir poveikį vartotojui.