Prof. Dr. Dominyka Venciūtė

Professor
El. paštas: dominyka.venciute@archive.ism.lt
ORCID

Prof. Dr. Dominyka Venciute is the Director of Business Management and Analytics Programme and International Marketing and Management Programme at ISM University of Management and Economics. Her teaching subjects include Marketing Principles and Integrated Marketing Communications. Currently Dominyka is involved in post-doctoral studies where she is analyzing the role that leader and employee personal branding has on organizational outcomes. Her other research interests include entrepreneurship, social media marketing, personal branding and employer branding.

Dominyka acquired a double bachelor’s degree in Business Management and Analytics (majoring in marketing) at ISM University of Management and Economics and Edinburg Napier University, later continuing her MSc studies at Erasmus University Rotterdam. In 2013, she began Doctoral studies at ISM and in 2018 successfully defended her doctoral dissertation on “The Impact of Social Media Marketing on New Venture Performance”.

Besides her academic activities, Dominyka is a certified marketing manager (EMC, NIMA, LiMA) and owns a boutique personal branding and marketing consultancy “Persona Cognita” that helps companies and individuals to leverage the power of personal branding and social media. She is one of the most known personal branding consultants in Lithuania and a keynote speaker in various business conferences. She is a co-founder of “Benelux Baltics in Business”, and organization that united professionals from Benelux and Baltics countries and a Member of the Lithuanian Marketing Association (Board Member of Vilnius Chapter in 2018-2020) and a Member of the American Marketing Association (AMA).

Tyrimų sritys

  • Entrepreneurship
  • Social media marketing
  • Personal branding and employer branding

Dėstymo sritys

  • Marketing
  • Marketing Communications
  • Brand Management

Mokomieji dalykai

Asmeninis prekės ženklas (MNG289)
Bakalauro baigiamasis darbas (MNG120)
Tęstinis verslo vystymo projektas 3 (MNG261)
Magistro baigiamasis darbas (GRAV016)
Integruota rinkodaros komunikacija (GRAV033)
Rinkodaros principai (MNG103)

Publikacijos

Randers, M., Correia, R. F., Venciūtė, D., & Fontes, R. (2023). Trust in influencer marketing: Factors influencing followers’ perceptions in the Baltic countries. In R. F. Correia, D. Venciūtė & B. M. Sousa (Eds.), The Role of Brands in an Era of Over-Information (pp. 1-20). Hershey: IGI Global. https://doi.org/10.4018/978-1-6684-8351-0.ch001
Correia, R. F., Venciūtė, D., & Sousa, B. M. (Eds.). (2023). The role of brands in an era of over-information (Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series). Hershey: IGI Global. https://doi.org/10.4018/978-1-6684-8351-0
Venciūtė, D., Rimkienė, R., Joye, Y., Bieliūnaitė, I., & Auruškevičienė, V. (2023). Social media presence, psychological well-being, and influencer marketing: motivations, processes, and outcomes. In Proceedings of the American Marketing Association Conference, 31 July (Virtual), 4-6 August (34, pp. 634-641). San Francisco: American Marketing Association
Venciūtė, D., Karalius, L., Auruškevičienė, V., & Reardon, J. (2023). Employee advocacy on social media and the way it affects attitudes toward the brand: the role of parasocial relationships. In Proceedings of the American Marketing Association Conference, 31 July (Virtual), 4-6 August (34, pp. 543-550). San Francisco: American Marketing Association
Rimkiene, R., Venciūtė, D., & Auruškevičienė, V. (2023). The role of online brand reputation in improving company’s performance: An exploratory study. In Proceedings of the American Marketing Association Conference, 31 July (Virtual), 4-6 August (34, pp. 678-685). San Francisco: American Marketing Association
Ramonienė, L., Gedminaitė, E., & Venciūtė, D. (2023). Exploring value co-creation experiences in the digital music entrepreneurial ecosystem. In Proceedings of the American Marketing Association Conference, 31 July (Virtual), 4-6 August (34, pp. 921-929). San Francisco: American Marketing Association
Venciūtė, D., Mackevičienė, I., Kušlys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75, 1-10. https://doi.org/10.1016/j.jretconser.2023.103506
Venciūtė, D., Karalius, L., Reardon, J., & Auruškevičienė, V. (2023). The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships. Journal of Product and Brand Management, 32(8), 1374-1387. https://doi.org/10.1108/JPBM-12-2022-4253
Venciūtė, D., Yue, C. A., & Thelen, P. D. (2023). Leaders' personal branding and communication on professional social media platforms: Motivations, processes, and outcomes. Journal of Brand Management, 31, 38-57. https://doi.org/10.1057/s41262-023-00332-x
Venciūtė, D., Auruškevičienė, V., & Škudienė, V. (2023). Should you brand yourself? Leveraging executives’ communication on LinkedIn for talent acquisition. In 2023 American Marketing Association Winter Academic Conference, 10 - 12 February (pp. 1-1). Nashville: AMA
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