Prof. Dr. Viltė Auruškevičienė
Prof. Dr. Viltė Auruškevičienė
Professor of Social Sciences
vilte.auruskeviciene@ism.ltORCIDGoogle ScholarProf. Vilte Auruskeviciene, Ph.D. is a Professor of Social Sciences at ISM University of Management and Economics (ISM). She is a marketing scholar with extensive experience in academic leadership and international higher education development.
She holds a doctoral degree in Social Sciences (Management and Business Administration) and a Master’s degree in Economics from Kaunas University of Technology and completed her habilitation procedure at Vytautas Magnus University.
Prof. Auruskeviciene joined ISM in 2004 and has since held a number of senior academic and executive positions, including Dean, Vice-President for Studies, Vice-President for Studies and Research and Interim President. Since 2025, she has been leading ISM activities within the European University Alliance EUonAIR – an international consortium of European universities focused on integrating responsible artificial intelligence into curricula, Smart UniverCity development, and (return) mobility.
She is a Board Member and International Director of the Marketing Educators’ Association (MEA, USA), a member of the American Marketing Association (AMA), Academy of Marketing Science (AMS) and a member of the Editorial Board of the Baltic Journal of Management. She also serves as an expert for the Research Council of Lithuania and the Centre for Quality Assessment in Higher Education (Lithuania).
Her research focuses on digital marketing, consumer behaviour, and the application of artificial intelligence in marketing and consumption contexts. She has published extensively in high-impact international journals, including the Journal of Business Research, Electronic Markets, and the Journal of Product and Brand Management. Her scholarly work has received over 1,890 citations, and her h-index of 21 reflects a sustained and influential contribution to the field. She has supervised five completed Ph.D. dissertations and more than 90 Master’s theses.
Her research excellence has been recognized internationally. In 2008, she received the Best Paper Award at the Marketing Management Association (MMA) Annual Conference in Chicago. In 2012, she was awarded the Emerald Literati Network Award for Excellence for her publication in the Baltic Journal of Management. Most recently, her article (co-authored) “AI-based Chatbots in Conversational Commerce and Their Effects on Product and Price Perceptions,” published in Electronic Markets, was recognized as the Paper of the Year 2024.
As a principal investigator, Prof. Auruskeviciene has been awarded numerous competitive research grants from the Lithuanian Research Council, with a total budget of EUR 370,000. These projects address consumer behaviour, social solidarity, crisis-related consumption, and co-creation in education. Her current research project, “Crisis and Consumption: Mechanisms Explaining Purchasing, Consumption, and Social Solidarity Behavior” (2023–2026), is implemented under the national priority programme “Strengthening Societal Resilience and Crisis Management in the Context of Contemporary Geopolitical Events.”
Awards
- Paper of the Year 2024, Electronic Markets, (IF 6.8 (2004)), for the article “AI-based Chatbots in Conversational Commerce and Their Effects on Product and Price Perceptions”
- Emerald Literati Network Award for Best Article, Baltic Journal of Management (2012)
- Best ISM Researcher of the Year Award for research development and dissemination (2008)
- Best Scientific Presentation Award, Marketing Management Association (MMA) Conference, Chicago (2008)
Research areas
- Interdisciplinary Consumer Behavior and Value Co-creation
Projects
- RCL Researcher Groups project: Evaluation of consumer confidence and spending behaviour in response to politicians’ legislative actions and communication in extreme contexts (2025 – 2028, 199 964Eur), investigator
- RCL Competitive priority research programme “Strengthening Societal Resilience and Crisis Management in the Context of Contemporary Geopolitical Situation”, Research Project: Consumption in Times of Crisis: Exploring the Mechanisms of Purchase and Social Solidarity (2023 – 2026, 199 507 Eur), principal investigator
- RCL National Science Program “Welfare Society”: Attitudes of Lithuanian citizens towards the co-creation of educational services (2021-2022; 98 115 Eur), principal investigator.
- RCL Lithuanian-Japan Cooperation projects: Functional Food: Drivers and Repulses of Consumers’ Preferences and Choices (2016-2018; 79 915 Eur), Investigator. Partners: Chiba University and University of Tokyo (Japan).
Publications
Survilaitė, E., Auruškevičienė, V., Židonis, Ž., Misiūnas, D., Šidlauskienė, J., & Mačiulis, N. (2025). Distinguishing between recovery and transformation: a systematic review of purchasing and consumption during crises. Journal of consumer affairs, 59(1), 1-20. doi:10.1111/joca.70003
Auruškevičienė, V., Gevorkian, K., & Reardon, J. F. (2025). The effects of ad-website congruence on digital marketing metrics. In 2025 AMS Annual Conference, May 21-23, Montreal (pp. 1-16). Academy of Marketing Science
Auruškevičienė, V., Survilaitė, E., & Reardon, J. (2025). Geopolitical uncertainty and consumer behavior: How risk perception and coping mechanisms shape spending patterns. In 2025 AMS Annual Conference, May 21-23, Montreal (pp. 1-13). Academy of Marketing Science
Auruškevičienė, V., Survilaitė, E., Misiūnas, D., & Reardon, J. (2025). Geopolitical uncertainty and spending behavior: Examining the roles of consumer risk perception, coping appraisal, and resilience. Organizations and Markets in Emerging Economies, 16(1 (32)), 6-30. doi:10.15388/omee.2025.16.1
Arya, V., Auruškevičienė, V., Agarwal, S., Kokatnur, P., Kumar, H., & Verma, R. (2024). Let us take a walk to the sustainable tourism practices: a qualitative study through the lens of tourism experts. Environmental Science and Pollution Research, 31, 12892–12915. https://doi.org/10.1007/s11356-023-31503-7
Arya, V., Sahni, S., Oukhayi, B., & Auruškevičienė, V. (2024). Visitors’ attraction and co-creation at World Expo – a qualitative study unveiling visitors’ delight and engagement with immersive technology. Tourism Recreation Research, 1-23. https://doi.org/10.1080/02508281.2024.2352211
Survilaitė, E., Auruškevičienė, V., Misiūnas, D., Židonis, Ž., Šidlauskienė, J., & Mačiulis, N. (2024). What drives individuals’ resilience during times of crisis? A systematic literature review. In European Academy of Management Conference, 25-28 June (pp. 1-40). Bath: European Academy of Management
Barauskaitė, D., Baršytė, J., Fennis, B. M., Auruškevičienė, V., Kondo, N., & Kondo, K. (2024). Are functional foods used as self-medication? Subjective health, self-reported disease symptoms, current medical treatment and functional food choices. Nutrition & Food Science, 54(6), 1131-1144. doi:10.1108/NFS-12-2023-0283
Venciūtė, D., Rimkienė, R., & Auruškevičienė, V. (2024). Towards the development of the customer-centric online brand reputation measurement scale. In 2024 AMA Summer Academic Conference (pp. 1-4). 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
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., 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
Survilaitė, E., Auruškevičienė, V., Židonis, Ž., Misiūnas, D., & Šidlauskienė, J. (2023). Enhancing education service outcomes through value co-creation. Baltic Journal of Management, 19(1), 103-122. https://doi.org/10.1108/BJM-12-2022-0474
Brazauskaitė, I., & Auruškevičienė, V. (2022). Product innovation management in retail: an examination of product innovativeness towards performance and moderating role of commercial environment. In 13th European Marketing Academy Regional Conference, 21-23 September (pp. 42-43). Kaunas: EMAC
Brazauskaitė, I., Auruškevičienė, V., & Gerbutavičienė, R. J. (2022). An examination of new product innovativeness and performance: the moderating role of commercial environment. Engineering Economics, 33(5), 486-495. https://doi.org/10.5755/j01.ee.33.5.21694
Survilaitė, E., Auruškevičienė, V., Židonis, Ž., Misiūnas, D., & Šidlauskienė, J. (2022). What drives parents to co-create? Moderating role of ideological orientation and individualism. In European Academy of Management Conference, 15-17 June (pp. 1-39). Zurich: EURAM
Survilaitė, E., Škudienė, V., & Auruškevičienė, V. (2022). Enabling conditions for value co-creation in higher education: The case of international study trips. In The 46th Annual Marketing Educators’ Association Conference (p. 42). Seattle, WA / Online: Marketing Educators' Association
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
Auruškevičienė, V., & Senkevic, S. (2020). Product design innovation and functional innovation effects on consumers adoption of soft furniture. In V. Škudienė, J. Li-Ying, & F. Bernhard (Eds.), Innovation Management (pp. 58-71). Cheltenham: Edward Elgar Publishing Limited. https://doi.org/10.4337/9781789909814.00015
Auruškevičienė, V., James, R., & Škudienė, V. (2018). The influence of the media channel on the perceived innovativeness and willingness to pay for a product: An exploratory study. In J. Goldenberg, J. Laran, & A. Stephen (Eds.), 2018 AMA Winter Academic Conference: Integrating Paradigms in a World Where Marketing Is Everywhere. New Orleans, LA, United States.
Barauskaitė, D., Gineikienė, J., Fennis, B. M., Auruškevičienė, V., Yamaguchi, M., & Kondo, N. (2018). Eating healthy to impress: How conspicuous consumption, perceived self-control motivation, and descriptive normative influence determine functional food choices. Appetite, 131, 59-67. https://doi.org/10.1016/j.appet.2018.08.015
Auruškevičienė, V., & Venciūtė, D. (2017). Does social media drive new venture performance? In 23rd EBES Conference September, 27-29 (pp. 80-80). Madrid: EBES
Auruškevičienė, V., Gaivenytė, R., & Reardon, J. (2017). The impact of market orientation on organizational innovativeness. In 8th Annual global business conference 2017, Dubrovnik, September 27th – 30th,2017 (pp. 22-22). Dubrovnik: Innovation institute
Brazauskaitė, I., & Auruškevičienė, V. (2017). Moderating role of environmental settings in relationship between product innovativeness and its performance during the launch. Economics and Business, 31, 44-54. https://doi.org/10.1515/eb-2017-0017
Brazauskaitė, I., & Auruškevičienė, V. (2017). Role of retail category management decisions in relationship between new product innovativeness and its performance. In 8th EMAC regional conference "Bridging the marketing theory (pp. 24-24). Timisoara: West university press.
Conner, S. L., Reardon, J., Miller, C., Šalčiuvienė, L., & Auruškevičienė, V. (2017). Cultural antecedents to the normative, affective, and cognitive effects of domestic versus foreign purchase behavior. Journal of business economics and management, 18(1), 100-115. https://doi.org/10.3846/16111699.2016.1220975
Gineikiene J., Schlegelmilch B. B., & Auruškevičienė, V. (2017). “Ours” or “theirs”? Psychological ownership and domestic products preferences. Journal of Business Research, 72, 93–103. https://doi.org/10.1016/j.jbusres.2016.11.003
Reardon, J., Vianelli, D., & Auruškevičienė, V. (2017). Assessing consumer preferences for foreign and domestic products before and during an economic crisis: a longitudinal examination. In AMA Conference: Better marketing for a better world, February 17-19. Orlando, FL, United States.
Šalčiuvienė, L., Ivanauskienė, N., Auruškevičienė, V., & Mikoliūnas, T. (2017). Moderating effects of customer profitability in the retail banking services sector. In 50th Academy Marketing Conference, 3-6 July (pp. 66-66). Hull: University of Hul
Šalčiuvienė, L., Ivanauskienė, N., Auruškevičienė, V., & Mikoliūnas, T. (2017). Reasessing relationship equity in the retail banking services sector. In 50th Academy Marketing Conference, 3-6 July (pp. 70-70). Hull: University of Hull
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
Auruškevičienė, V., Škudienė, V., & Reardon, J. (2016). Consumer perceived corporate ethicality impact on retail store loyalty. In The 7th European Business Research Conference, December 15-16. Rome, Italy.
Skudiene, V., Auruskeviciene, V., & Reardon, J. (2016). Fostering business students’ creativity using arts based education: in an interdisciplinary approach. In L. Gómez Chova, A. López Martínez, & I. Candel Torres (Eds.), INTED2016 Proceedings, 10th International Technology, Education and Development Conference (pp. 5698-5704). IATED Academy.
Ivanauskienė, N., Auruškevičienė, V., Ramonienė, L., & Škudienė, V. (2015). The relationship among e-marketing strategy and success of internationalization process of the SMEs in emerging economies. European Journal of Business and Economics, 10(2), 11-15.
Šalčiuvienė, L., Auruškevičienė, V., & Ivanauskienė, N. (2014). Key drivers affecting customer intention to purchase financial services online. Engineering Economics, 25(2), 194-202. http://doi.org/10.5755/j01.ee.25.2.6427
Škudienė, V., Auruškevičienė, V., Ivanauskienė, N., & Ramonienė, L. (2014). The internationalization and e-marketing adoption of emerging economy SMEs. International Journal of Liberal Arts and Social Science, 2(2), 110-126.
Auruškevičienė, V., Ivanauskienė, N., & Bielskienė, M. (2013). Consumer perceived corporate ethicality impact on retail chain image: examination from vicarious and personal perspectives. International Journal of Liberal Arts and Social Science, 1(1), 1-13.
Auruškevičienė, V., Ivanauskienė, N., & Šalčiuvienė, L. (2013). Perceived value drivers of customer loyalty in an emerging market. In Managing to make a difference, British Academy of Management BAM conference proceedings (pp. 1-5). Liverpool, United Kingdom.
Ivanauskienė, N., Šalčiuvienė, L., & Auruškevičienė, V. (2013). Valuation of drivers of perceived customer value in various retail banking segments in an emerging market. In Managing to make a difference, British Academy of management BAM conference proceedings (pp. 1-4). Liverpool, UK.
Ivanauskienė, N., & Auruskevičienė, V. (2013). The impact of value equity and brand equity on loyalty: an empirical investigation in retail banking. Organizacijų vadyba, 65, 21-31. http://doi.org/10.7220/MOSR.1392.1142.2013.65.2
McCorkle, D., Reardon, J., Auruškevičienė, V., & Škudienė, V. (2012, April 19-21). Faculty adaptation to foreign student learning styles and expectations. In E. Petkus, Jr, & D. B. McCabe (Eds.), Marketing Educators’ Association: 2012 Annual Conference Proceedings Marketing Education: Experiencing New Frontiers (pp. 231-234). Long Beach, CA, United States.
Škudienė, V., & Auruškevičienė, V. (2012). Paparazzi: redefining value proposition: teaching notes. Poznan : Leonardo da Vinci Transfer of innovation project
Škudienė, V., & Auruškevičienė, V. (2012). The contribution of corporate social responsibility to intrinsic staff motivation. Baltic Journal of Management, 7(1), 49-67.
Ivanauskienė, N., Auruskeviciene, V., Škudienė, V., & Nedzinskas, S. (2012). Customer perceptions of value: case of retail banking. Organizations and markets in emerging economies, 3(1), 75-88. https://doi.org/10.15388/omee.2012.3.1.14276
Škudienė, V., Auruškevičienė, V., Reardon, J., & Štangej, O. (2011). The effect of emotional intelligence on project outcomes. Transformations in Business and Economics, 10(1), 125-137.
Auruskeviciene, V., Pundziene, A., Skudiene, V., Gripsrud, G., Nes, E. B. O., & Olsson, U. H. (2010). Change of attitudes and country image after hosting major sport event. Engineering economic, 21(1), 53-59.
Škudienė, V., & Auruškevičienė, V. (2010) . Adaptation of foreign visiting faculty to local students learning styles and expectations. In International Conference of Education, Research and Innovation (ICERI), November 15-17. Madrid, Spain.
Skudiene, V., Auruskeviciene, V., & Pundziene, A. (2010). Factors determining entrepreneurship intentions among business students. Transformations in Business & Economics, 9(1), 448-460.
Reardon, J., McCorkle, D., Auruškevičienė, V., & Škudienė, V. (2009). The effect of culture on consumer e-commerce adoption. In Proceedings of the 38th Annual Meeting of the Western Decision Sciences Institute (p. 584). Hilton Kauai beach resort- Kauai, Hawai.
Pundziene, A., Skudiene, V., & Auruskeviciene, V. (2009). Increasing entrepreneurship intensions among business students. In International Conference: Entrepreneurship without borders. Rishon LeTsiyon, Israel.
Auruškevičienė, V., Škudienė, V., & Šalčiuvienė, L. (2008). Consumer self-concept and brand personality correspondence: Case of Lithuanian clothing market. In C. Veloutsou, & N. Papadopoulos (Eds.), Marketing in Dynamic Environments: Contemporary Research Advances (pp. 93-104). ATINER.
Ivanauskienė, N., & Auruskeviciene, V. (2008). Klientų lojalumo programos: tendencijos mažmeninės bankininkystės rinkoje. Ekonomika ir vadyba: aktualijos ir perspektyvos. 3(12), 116-123.
Reardon, J., Auruskeviciene, V., Salciuviene, L., McCorkle, D., & Skudiene, V. (2008). The effect of culture on consumer intellectual property theft: an exploratory analysis. In L. Fuxman, N. Delener, F. V. Lu, & L. E. Rivera-Solis (Eds.), Tenth International Conference of the Global Business and Technology Association: Evolution and Revolution in the Global Knowledge Economy: Enhancing Innovation and Competitiveness Worldwide (pp. 917-922). The Global Business and Technology Association.
Auruškevičienė, V., Kuvykaitė, R., & Škudienė, V. (2007). Relationship and transactional marketing integration aspects. Engineering economics, 4(54), 78-86.
Auruškevičienė, V., Škudienė, V., & Šalčiuvienė, L. (2007). Consumers’ demographic characteristics’ impact on shopping style. Changes in social and business environment, 12-17.
Auruskeviciene, V., Kazlauskaite, R., Salciuviene, L., & Trifanovas, A. (2006). A comparison between recent and prospective critical success factors for Lithuanian printing industry. Managing global transitions: international research journal, 4(4), 327-346.
Auruskeviciene, V., Salciuviene, L., & Kazlauskaite, R. (2005). Identification of Critical Success Factors in the Lithuanian Printing Industry. In J. Kolenak, L. Masterova, & M. Mihalisko (Eds.), The 13th Annual International Conference: Business and Economic Development in Central and Eastern Europe: Conference proceedings (pp. 237-242). Brno University of Technology