Browsing 12th International Scientific Conference “Business and Management 2022” by Subject "advertising"

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    • The analysis of masculinity in advertising: a qualitative study based on consumer engagement in digital environment 

      Kreicbergs, Toms; Ščeulovs, Deniss (12th International Scientific Conference “Business and Management 2022”, 2022)
      The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand’s version of masculinity to men. The researchers ...

    • Research on the use of AdTech in FinTech companies 

      Gustaitė, Akvilė; Miečinskienė, Algita (12th International Scientific Conference “Business and Management 2022”, 2022)
      The FinTech sector is booming with record funding and investment every year. It is no surprise that the industry is becoming remarkably attractive to new business players and, as a result, increasingly competitive. To cut ...