Černikovaitė, Miglė Eleonora

El presente artículo aborda la realidad digital reciente y el contexto contemporáneo, con el objetivo de comprender la casuística de los NFT en Europa a través de dos casos de expansión comparativos: el español y el lituano. Metodológicamente, el estudio adopta un enfoque híbrido, combinando la revisión teórica de los Non-Fungible Tokens con técnicas empíricas de recolección de datos, como entrevistas en profundidad y encuestas. De manera preliminar, se realizó un análisis bibliométrico utilizando la base de datos Scopus, lo que permitió identificar y seleccionar los artículos más influyentes publicados en revistas de alto impacto. Esta fase inicial facilitó la delimitación de los ejes temáticos y subtemáticos que sostienen el desarrollo del trabajo. Los resultados indican que la mayoría de los estudios revisados emplean metodologías cualitativas y aportan marcos conceptuales para la aplicación práctica de los NFT, validando su relevancia en campos como la publicidad, la comunicación y las artes. El análisis de contenido identifica seis líneas principales: características, expansión, aplicaciones, repercusiones, percepciones del mercado y marco jurídico. Además, el estudio evidencia el potencial de los NFT para la diversificación y conectividad de la industria cultural, así como su creciente relevancia en entornos de realidad virtual y aumentada, destacando su papel como herramienta innovadora en la transformación digital del arte y la comunicación.

Agriculture faces growing sustainability challenges due to increasing environmental pressures and the need to ensure long‑term food security. This article examines the impact of environmental sustainability indicators, such as ammonia and greenhouse gases, nitrogen and phosphorus fertilisers, water consumption, area under organic farming, energy consumption and waste generation, on agricultural productivity in the Baltic countries. The research methodology involved a comparative analysis and the calculation of Pearson’s correlation coefficients, as well as the application of simple linear regression, using Eurostat data from 2012 to 2022. The results showed that productivity is most strongly influenced by greenhouse gases and nitrogen fertilisers in Estonia and Latvia and by the area under organic farming in Latvia and Lithuania. Meanwhile, energy consumption had a positive impact in Latvia and Lithuania, but a negative one in Estonia. These results are important for shaping environmental and agricultural policy in the Baltic region, aiming to balance productivity growth with sustainability goals.

Disruptions in the geopolitical arena, such as wars, sanctions, pandemics, or energy shocks, expose the limits of the resilience models currently in use. We conducted a systematic review of 50 studies (from 2017 to 2025), which we analysed using the Theory–Context– Characteristics–Methodology (TCCM) framework. Thematic synthesis identifies four structural gaps in the extant literature: macro–micro integration deficits, methodological temporal blind spots, sectoral and contextual parochialism, and underspecified mediating mechanisms. We propose the Dynamic Capability Geopolitical Resilience (DCGR) framework to address these gaps. This multi-level, stage-based model integrates macro-institutional boundary conditions, sensing–seizing– transforming capability bundles, dual mediating pathways (business model innovation and absorptive capacity), and HRM microfoundational enablers into a cumulative learning architecture. Five theoretically grounded propositions structure the future empirical research agenda. Our contribution is a theoretically grounded, empirically falsifiable model of geopolitical resilience applicable to conflict-proximate economies. The DCGR framework explicitly accounts for institutional boundary conditions, stage-differentiated capability demands, and interacting mediating mechanisms. It is proposed as a conceptual basis for future empirical testing rather than as a validated model.

This study examines how Lithuanian internet media construct social representations of women entrepreneurs and whether these representations reinforce or challenge gendered entrepreneurial norms. Guided by Social Representations Theory, the research analyses 24 media texts published between 2019 and 2024, including online news, business publications, and social media, using qualitative content analysis and critical discourse analysis. The findings reveal ambivalent portrayals: women’s competence is recognized, but entrepreneurial success is frequently framed through exceptional, individualized, or stereotypical narratives rather than as a normal economic activity. Leadership is presented as relational, while work–life balance remains a gendered expectation. The study is limited by its qualitative design and relatively small sample of media texts from Lithuania. The findings suggest that media discourse simultaneously increases women’s visibility while reinforcing traditional gender norms that constrain entrepreneurial legitimacy.

The attractiveness of regional areas to young people has gained growing academic attention, particularly within the context of demographic shifts, urban-rural disparities, and education. In focusing on the Sudovia region of Lithuania, the paper examines how education can be strategically used as a lever to administer regional appeal among young people. By analysing the interplay between local educational institutions and broader regional development goals, the study highlights context-specific solutions for youth attraction and retention. Existing research emphasises that regional attractiveness is multifaceted, encompassing economic opportunities, quality of life, social infrastructure, cultural identity, and connectivity. Education is one of the factors that influences young people’s decision to relocate and settle in specific regions. Methodology. This study uses a mixed-methods approach, combining surveys and interviews to assess the Sudovia region’s attractiveness for young people through education. This approach enables data triangulation for robust insights. Quantitative data were analysed with descriptive stats and regression to find key factors of education attractiveness. Qualitative data were transcribed and analysed thematically to identify themes and perspectives that contextualise survey results. Findings. The integration of quantitative and qualitative data presents a compelling view of Sudovia’s appeal to young people through education, emphasising both its promising opportunities and the challenges that must be addressed. Conclusions. The findings highlight that administering regional appeal through education requires integrating academic opportunities with cultural, social, and economic dimensions of regional life. However, aligning local education with emerging industries is critical for enhancing Sudovia’s vibrant attraction for youth.

Ar Sūduva gali tapti vieta, kur jaunimas nori ne tik užaugti, bet ir likti? Atsakymų į šį klausimą ieškojo Mykolo Romerio universiteto (MRU) tyrėjos – prof. dr. Miglė Eleonora Černikovaitė, prof. dr. Giedrė Valūnaitė-Oleškevičienė, dr. Monika Petkevičiūtė-Stručko, Birutė Petrošienė ir Aušra Gabrevičienė. Jų atliktas tyrimas atskleidė tiek Sūduvos stiprybes, tiek skaudžiausius iššūkius, kuriuos patiria jauni žmonės, svarstantys savo ateitį regione.

Research background: Today, innovation is becoming not only a source of competitive advantage for agriculture but also a crucial prerequisite for survival. Most of the innovations mentioned in the literature focus on the production of agricultural products but it is also necessary to apply innovations aimed at the storage and maintenance of the products already produced. Agricultural innovativeness is of comprehensive benefit to the state, and it is therefore important to assess the degree of innovativeness of Lithuanian small and medium-sized agricultural enterprises and the factors that promote it. Purpose of the article: The main aim of this paper is to assess the factors influencing the innovativeness of Lithuanian agriculture. Methods: To fulfill the aim of the paper, the methods of comparative analysis of scientific literature, questionnaire survey (quantitative research), descriptive statistics, correlation, and factor analysis were used. Findings & Value added: The results of the study showed that both the environmental and economic aspects of innovation are important for small and medium farmers. Only some of the innovations identified in the theoretical part do not have any interest among farmers at all (e.g., the current relevance of participation in block systems). Most organizational innovations also receive minimal interest. Young farmers were found to be less likely to innovate and more constrained by various barriers to innovation.

Artificial intelligence (AI) has become integral to modern social media marketing, transforming how businesses engage with consumers, analyze data, and optimize strategies. AI tools enable personalized content, automate customer interactions through chatbots, and boost engagement rates. (Kaplan & Haenlein, 2019). Advances in machine learning, natural language processing, and predictive analytics have made marketing campaigns moren effective by providing real-time insights into consumer behavior and social media trends. campaigns (Russell & Norvig, 2021). AI helps brands enhance customer experiences by automating customer service, optimizing ad placements, and analyzing vast amounts of social media data for targeted advertising. Research question: How can artificial intelligence (AI) tools be effectively utilized to enhance marketing efficiency in social media campaigns? The aim of the paper- to explore AI’s role in increasing social media marketing campaigns efficiency. Research method 7 qualitative interviews with Lithuanian marketing professionals, AI specialists, and social media strategists. The research identified key AI tools such as content personalization platforms, predictive analytics, and automated ad systems that streamline marketing processes and improve campaign outcomes. Experts highlighted benefits like more automation in the content, possibility of deeper personalization, improved customer engagement and media campaigns efficiency, but also noted challenges, including ethical concerns, data privacy issues, and technical integration hurdles. The study offers practical recommendations for leveraging AI effectively in social media marketing. As AI continues to develop, its strategic implementation will be crucial for staying competitive and maximizing marketing ROI in the dynamic social media landscape.

This article examines the impact of non-fungible tokens (NFTs) on contemporary digital culture. Purpose. It aims to understand the role of NFTs from the perspective of the hybridization between art and social sciences, evaluating their applications and intersection with different cultural formats. Methodology. A critical and exhaustive literature review was conducted, applying inclusion and exclusion criteria through the PRISMA protocol to ensure the validity of the analyzed studies. Results and conclusions. Findings suggest that NFTs have high potential to transform digital culture by enabling new forms of ownership, authenticity, and interaction across industries such as art, music, and gaming. However, they also pose challenges regarding regulation, sustainability, and financial speculation. Original contribution. This study highlights the relevance of NFTs in today’s creative industries, assessing their feasibility as a cultural management tool and their role in redefining the concept of digital ownership within a decentralized environment.