Ligita Zailskaitė-Jakštė

Ligita Zailskaitė-Jakštė is a researcher and lecturer at Kaunas University of Technology (KTU), Faculty of Informatics, Multimedia engineering department. She defended her PhD “Consumer engagement behavior in social media communication impact on brand equity” in social sciences, KTU. Currently, she works in an interdisciplinary area. Ligita has experience in Erasmus+ projects management and in creating new e-learning courses; worked for 10 years as a marketing and communication specialist at KTU. She is a board member of the Lithuanian Communication Association (LTKA) and a member of the National Association of Distance Education (NADE). She upskilled her qualification at KTH Royal Institute of Technology, University of Rostock (Germany), University of Iceland (Iceland) and gave lectures at the University of Ferrara (Italy), the Pontifical University of John Paul (Poland), and others. Her research areas include social media/ technologies online usage for consumer engagement behavior and positive experience creation, consumers' positive acceptance of technologies online, human-computer interaction, project management, and marketing communication.

Publications

The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement
The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement
Robertas Damaševičius, Ligita Zailskaitė-Jakštė. © 2024. 22 pages.
The metaverse, an immersive digital world that combines augmented reality (AR) and virtual reality (VR), offers unique opportunities for consumers to experience brands in a new...
Transforming Consumer Experience Through ChatGPT: Challenges and Opportunities
Transforming Consumer Experience Through ChatGPT: Challenges and Opportunities
Robertas Damaševičius, Ligita Zailskaitė-Jakštė. © 2024. 27 pages.
This chapter analyzes the transformative potential of ChatGPT, an AI-powered tool, in reshaping consumer experience across various industries. It provides an in-depth exploration...