Prof. Dr. Dominyka Venciūtė
Prof. Dr. Dominyka Venciūtė
Director of Business Management and Marketing & International Marketing and Management programmes
dominyka.venciute@ism.ltORCIDGoogle ScholarProf. Dr. Dominyka Venciute is the director of Business Management and Marketing bachelor’s programme and International Marketing and Management master’s programme at ISM University of Management and Economics. Her teaching subjects include Marketing Principles and Integrated Marketing Communications. Her 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).
Research areas
- Entrepreneurship
- Social media marketing
- Personal branding and employer branding
Teaching areas
- Marketing
- Marketing Communications
- Brand Management
Projects
- RCL Postdoctoral Fellowships: Executive and Employee Communication on Social Media: The Impact of Personal Branding on Organizational Performance (2020-2023; 68 318,21 Eur), Principal Investigator.
- Impact of brand activism on consumer wellbeing in the face of social and political challenges: the mediating effect of trust
Courses
Publications
Venciūtė, D. (2018). Social media marketing – from tool to capability. Organizacijų vadyba: sisteminiai tyrimai, 79, 131-145. https://doi.org/10.1515/mosr-2018-0009
Venciūtė, D. (2018). The Impact of Social Media Marketing on New Venture Performance [Doctoral dissertation]. ISM University of Management and Economics
Venciūtė, D. (2021). Personal branding on social media: A micro-business perspective. In 37th Euroasia Business and Economics Society Conference, 6-8, October (p. 1). Berlin: Euroasia Business and Economics Society
Venciūtė, D., & Auruškevičienė, V. (2017). The impact of social media marketing capabilities on new firm performance. In 16th international conference: Perspectives of business and entrepreneurship development in digital age, September 20-22 (p. 60). Brno: Brno University of Technology
Venciūtė, D., Auruškevičienė, V., & Škudienė, V. (2022). Linking personal branding activities on social media and company performance. In 2022 American Marketing Association Winter Academic Conference, 10 – 20 February (pp. 1-1). February 10-11, Virtual | February 18-20 Las Vegas: AMA
Venciūtė, D., Auruškevičienė, V., & Škudienė, V. (2022). The role of staff influencers in sustaining business and employer brand. In 2022 American Marketing Association Summer Academic Conference, 9 – 14 August (pp. 1- 1). August 9, Virtual | August 12-14, Chicago: AMA
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
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
Venciūtė, D., Karalius, L., Reardon, J., & Auruškevičienė, V. (2023). The impact of staffs’ 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., Kažukauskaitė, M., Correia, R. F., Kušlys, M., & Vaičiukynas, E. (2023). The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry. Journal of Contemporary Marketing Science, 6(1), 22-45. https://doi.org/10.1108/JCMARS-08-2022-0019
Auruškevičienė, V., & Venciūtė, D. (2017). Does social media drive new venture performance? In 23rd EBES Conference September, 27-29 (pp. 80-80). Madrid: EBES
Correia, R. F., Felgueiras, P., Carvalho, A., & Venciūtė, D. (2022). Olives and touristic experiences: the case of the olive tree and olive oil museum: A volume in the Advances in Hospitality, Tourism, and the Services Industry (AHTSI) Book Series. In A. Pinto Borges, A. Lopes de Almeida, E. P. Vieira, R. R. Dias & P. Rodrigues (Eds.), Gastronomy, Hospitality, and the Future of the Restaurant Industry: Post-COVID-19 Perspectives (pp. 1-18). Hershey: IGI Global
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
Correia, R., Marinho, M., Sousa, B., & Venciūtė, D. (2022). Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca. Journal of Tourism Management Research, 9(2), 155-172. https://doi.org/10.18488/31.v9i2.3172
Gelbūda, M., Kazlauskaitė, R., & Venciūtė, D. (2015). Towards the vernonian model: Internationalization process of the pure internet firm from one emerging economy to another. In Proceedings of 4th European business research conference (pp. 1-25). Londonas: Imperial College.
Kazlauskaitė, R., Abramavičius, Š., Šarapovas, T., Gelbūda, M., & Venciūtė, D. (2015). Network research on internationalisation of firms form the emerging economies: Literature review and propositions. European Journal of Business and Economics, 10(1), 26-30. https://doi.org/10.12955/ejbe.v9i2.548
Kazlauskaitė, R., Autio, E., Gelbūda, M., Šarapovas, T., & Venciūtė, D. (2014). Internationalisation process in emerging economy contexts: a meta-synthesis. In Enrepreneurial endeavours: aprofusion of research, policy and practitioner practices: RENT conference XXVIII, November 19-21. Luxembourg, Luxembourg.
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
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
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
Venciūtė, D., Kušlys, M., & Mackevičienė, I. (2021). The impact of influencer marketing on purchase behaviour: The role of congruence. In A. Malter, S. M. Baker, & S. Im (Eds.), 2021 AMA Winter Academic Conference The Human Side of Marketing in an Age of Digital Transformation February 17-19 (Virtual) (pp. 801-805). American Marketing Association.
Venciūtė, D., Lukošiūtė, N., & Kušlys, M. (2021). How sustainability cues in advertising affect consumer’s trust and purchase intention: Slow vs. fast fashion. In T. W. Bradford, A. Keinan, & M. M. Thomson (Eds.), NA – Advances in Consumer Research (vol. 49, pp. 1-5). Seattle: Association for Consumer Research.
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., 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., 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., Gintalė, G., Correia, R. F., Lapinskienė, R., & Škudienė, V. (2024). Sustainability, self-identity and generations: the influence of CSR communication on employer brand attractiveness. In 28th International Conference on Corporate and Marketing Communications Conference Proceedings, March 26-27 (pp. 118-122). Vienna: University of Vienna
Venciūtė, D., Degulytė, A., Correia, R. F., Lapinskienė, R., & Škudienė, V. (2024). The effects of parasocial relationship on source credibility and the consumer-based brand equity connection in the context of brand-opinion leader collaborations on social media. In 28th International Conference on Corporate and Marketing Communications Conference Proceedings, March 26-27 (pp. 197-201). Vienna: University of Vienna
Correia, R. F., Jakutis, L., Vilkaitis, K., Survilaitė, E., Venciūtė, D., & De Sousa, J. P. P. (2024). The effect ofconsumer participation during the new product development process on consumer brand identification: a gamingindustry study. Business Strategy & Development, 7(2), 1-10. doi:10.1002/bsd2.391