Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs are equally important elements of online learning ecosystems. Therefore, this study approaches the problem from the perspective of the social exchange theory with insights into the cognitive evaluation theory to predict the effects of social interactions and gamification rewards on the process of studies. The data from an experiment and a subsequent survey of marketing course participants were used to analyze student satisfaction and dropouts through the lens of the social exchange theory and to see the effects of expected and unexpected gamification rewards. This contributes to the knowledge about factors that influence online course discontinuation, provides managerial and educational insights on dropout reduction, and specifies directions for further studies on the use of gamification elements in MOOCs.

The field of public participation is developing fast, with phenomena such as citizen science and crowdsourcing extending the resource base of research, stimulating innovation and making science more accessible to the general population.Promoting public participation means giving more weight to citizens and civil society actors in the definition of research needs and in the implementation of research and innovation. As yet, there is limited understanding of the implications of widespread use of public participation and as a result, there is a risk that it will become a burden for research and an obstacle to bridging the gap between research and society. This volume presents the findings of a three-year international study on innovative public participation. The resulting work studies the characteristics and trends of innovative public participation through a global sample of 38 case studies. It provides theoretical generalisations on the dynamics of public participation, suggestions for an evaluation framework and clear empirical examples of how public participation works in practice. Illustrated by best practice cases, the authors identify characteristics which contribute to successful public participation.The book is aimed primarily at scholars and practitioners of public participation, as well as research managers, policy makers and business actors interested in related issues. There is also a secondary market for students and scholars of European governance studies, sociology and political sciences.

In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true in regard to the countries that are categorized as “emerging economies”. Some of them still do not have reliable measurements of their cultural dimensions, and this increases difficulties in performing comparative analysis there. On the other hand, these countries offer a broad and important scene for child influence studies. This study concentrates on analysis and comparisons of children’s influence on parental purchase decision-making in Lithuania and Azerbaijan. These countries are different in, at least, two Hofstede’s cultural dimensions that are important in family decision-making: individualism and uncertainty avoidance. Also, the study contributes to the existing research by using a product use-related categorization of product groups. Such an approach reveals significant difference in terms of how children exert their influence on purchasing services versus tangible products for the family use. Interesting differences between the countries in terms of children’s influence on purchasing products for their personal use also opens a new scene for future studies that might consider a similar product categorization approach.

Though the issue of product country of origin has been researched by numerous researchers, due to globalization, currently consumers have more problems perceiving the country of origin than ever before. This brings marketing specialists back to the discussion of the topic once again, with emphasis on a distinction between the country of manufacturing origin and the country of brand origin. The impact of country of manufacturing and country of brand image varies from country to country under the influence of numerous impact factors, often summarized within a culture or subcultures. One type of such subcultures could be formed by immigrants, whose perceptions might include aspects of their home country combined with those of the host country. The main purpose of this paper was to evaluate the attitudes of Lithuanians who live in Lithuania (as a country of an emerging economy) and those of emigrants living in selected countries (Ireland, the United Kingdom and Finland) with regard to the importance of country of origin. Three brands were selected for the research – Panasonic, LG and BEKO, and three different cases were presented to the respondents. First, both the brand name (Panasonic) and the manufacturing country (the United Kingdom) were associated with a developed country. In the second case, country of brand origin (LG) was identified as a developed country while country of manufacture represented an emerging economy (Poland). Finally, an emerging economy of the country of brand origin (BEKO) and an emerging economy of the country of manufacturing (Turkey) were dealt with.Findings provide evidence that, in general, more developed countries had a better image as countries – manufacturers of TV sets than less developed countries (emerging economies). Analysis of opinions about country of brand origin revealed that brands from developed countries were evaluated better than those from emerging economies. In addition, analysis showed that respondents who live in an emerging economy have more positive attitude towards the surveyed brands compared with Lithuanian emigrants to developed countries. Finally, strong correlation was found between the evaluation of a brand and evaluation of the country of brand origin, while there was no correlation between evaluation of a brand and evaluation of country of manufacturing.

Brand personality plays an important role in creating, developing and maintaining strong brands. The studies done in marketing and consumer behaviour field prove, that consumers prefer to choose brands that better suit their self-perception or even allow to express the ideal self. Previous researches also revealed that there is congruence between dimensions of human personality and brand personality. However, the question if consumer personality has impact on evaluation of brand personality still remains unanswered. Therefore, the aim of this paper was to find out, whether consumers with particular dimensions of personality traits are inclined to attribute the same dimensions to personality of brands. The study was done in Lithuania, researching brand personalities of cars. Research results revealed variety of matches between dimensions of human personality and brand personality, but showed that only in one case consumers were attributing the dimensions of their personality to brand: if respondents scored high on extraversion dimension they were inclined to attribute the same dimension to brand personality and perceived the brand as exciting. The type of the article: Research report.