Dominyka Venciūtė

Prof. Dominyka Venciūtė is a Professor and Director of the Business Management and Marketing bachelor's program and International Marketing and Management master's program at ISM University of Management and Economics. She holds a double bachelor’s degree from ISM and Edinburgh Napier University, an MSc from Erasmus University Rotterdam, and a PhD from ISM. Her research focuses on entrepreneurship, social media marketing, personal branding, and employer branding. She leads the RCL Postdoctoral Fellowship (2020–2023) on personal branding’s impact on organizational performance. Beyond academia, she co-founded 'Benelux Baltics in Business', advises the Lithuanian Marketing Association, and owns 'Persona Cognita', a personal branding consultancy. Her work bridges academic research with industry applications, emphasizing digital transformation and consumer behavior trends.

Her recent research explores AI-driven marketing strategies, sustainability in employer branding, and virtual influencers' role in consumer engagement. She frequently presents at global conferences and co-edits books like AI Innovation in Services Marketing (2024) and The Role of Brands in an Era of Over-Information (2023). Her articles analyze topics like parasocial relationships in brand advocacy and CSR’s impact on employer attractiveness. Venciūtė’s work is published in journals like Journal of Brand Management and Journal of Retailing and Consumer Services.