黑料不打烊

Magistro darbe nagrin臈jama klient懦 patirties valdymo problema organizacijos X klient懦 aptarnavimo procese, analizuojant komunikacinius, procesinius ir technologinius veiksnius, daran膷ius 寞tak膮 klient懦 patir膷iai i拧 klient懦 aptarnavimo skyriaus perspektyvos. Darbe siekiama atskleisti ry拧ius tarp klient懦 ir klient懦 aptarnavimo skyriaus komunikacijos savybi懦, organizacini懦 proces懦 bei taikom懦 technologini懦 sprendim懦, vertinant j懦 poveik寞 klient懦 patir膷iai. Darb膮 sudaro penkios dalys: 寞vadas, teorin臈 dalis, empirin臈 dalis, i拧vados ir si奴lymai, literat奴ros s膮ra拧as. Darbo apimtis 鈥� 64 puslapiai teksto be pried懦, naudotas 41 bibliografinis 拧altinis. Atskiri darbo priedai pateikiami darbo pabaigoje.

This master鈥檚 thesis examines the problem of customer experience management in the customer support process of Organization X by analysing communicational, procedural, and technological factors that influence customer experience from the perspective of the customer support department. The thesis aims to identify the relationships between the communication characteristics between customers and the customer support department, organizational processes, and applied technological solutions, and to assess their impact on customer experience. The thesis consists of five parts: an introduction, a theoretical part, an empirical part, conclusions and recommendations, and a list of references. The volume of the thesis is 64 pages of text excluding appendices; 41 bibliographic sources were used. The appendices are provided at the end of the thesis.

Magistro darbe analizuojama dirbtinio intelekto 寞rankiais kuriamo vizualinio turinio 寞taka k奴r臈jo ir vartotojo komunikacijai 拧iuolaikin臈je skaitmenin臈je aplinkoje. Spart臈janti vizualin臈s komunikacijos pl臈tra socialini懦 tinkl懦 platformose kei膷ia informacijos pateikimo, suvokimo ir interpretavimo procesus, o generatyviojo dirbtinio intelekto taikymas vizualinio turinio k奴rime atveria naujas k奴rybines ir komunikacines galimybes, kartu keldamas autenti拧kumo, pasitik臈jimo ir skaidrumo klausimus. Darbo tikslas 鈥� i拧analizuoti, kaip dirbtinio intelekto sprendim懦 taikymas veikia k奴r臈jo ir vartotojo komunikacij膮 bei nustatyti s膮lygas, kuriomis DI generuojamas vizualinis turinys gali b奴ti integruojamas nepa啪eid啪iant k奴rybi拧kumo, komunikacijos ai拧kumo ir informacijos patikimumo. Tyrimo objektas 鈥� k奴r臈jo ir vartotojo komunikacija kuriant vizualin寞 turin寞 dirbtinio intelekto 寞rankiais. Teorin臈je darbo dalyje atliekama mokslin臈s literat奴ros analiz臈, nagrin臈janti vizualin臈s komunikacijos ypatumus, generatyviojo dirbtinio intelekto vaidmen寞 k奴rybiniuose procesuose ir komunikacijos modelius. Empirin臋 darbo dal寞 sudaro kiekybin臈 vartotoj懦 apklausa ir kokybiniai interviu su vizualinio turinio k奴r臈jais, naudojan膷iais DI 寞rankius savo veikloje. Tyrimo rezultatai atskleid啪ia skirtingas k奴r臈j懦 ir vartotoj懦 perspektyvas, pasitik臈jimo DI generuojamu turiniu veiksnius bei komunikacinius i拧拧奴kius skirtingose socialini懦 tinkl懦 platformose.

This Master鈥檚 thesis examines the impact of visual content created using artificial intelligence tools on communication between creators and consumers in contemporary digital environments. As visual communication becomes the dominant form of external organizational communication on social media platforms, generative artificial intelligence introduces new creative opportunities while simultaneously raising challenges related to authenticity, transparency, trust, and credibility. The aim of the study is to analyze how the application of artificial intelligence solutions influences creator鈥揷onsumer communication and to identify the conditions under which AI-generated visual content can be integrated without undermining creativity, communicative clarity, and information reliability. The object of the research is communication between creators and consumers in the process of producing visual content using artificial intelligence tools. The theoretical part of the thesis is based on an analysis of academic literature addressing visual communication, generative AI, and communication models. The empirical part consists of two studies: a quantitative survey of social media users and qualitative interviews with visual content creators who actively use AI tools in their creative practices. The findings reveal differences between creators鈥� and consumers鈥� perceptions, highlight factors influencing trust in AI-generated visuals, and identify platform-specific communication challenges.

Inovacij懦 ekosistemoje 啪ini懦 perdavimas laikomas vienu svarbiausi懦 inovacij懦 k奴rimo element懦. 沤ini懦 perdavimui svarbus mokslo ir verslo bendradarbiavimas. Tikima, kad mokslo atstovai tur臈t懦 kurti 啪inias ir perduoti jas verslo atstovams. Nepaisant valstyb臈s bendradarbiavimo skatinimo finansin臈mis priemon臈mis, mokslo ir verslo atstovai susiduria su 寞vairiais komunikacijos i拧拧奴kiais. 艩io magistro darbo tikslas 鈥� i拧analizuoti, kaip mokslo ir verslo bendradarbiavimas komunikuojamas Lietuvos inovacij懦 politikos dokumentuose, ir 寞vertinti universitet懦 bei ma啪懦 ir vidutini懦 寞moni懦 atstov懦 patirtis, siekiant nustatyti galimas neatitiktis ir pateikti komunikacijos tobulinimo rekomendacijas. Tyrimo metu buvo atlikta kokybin臈 inovacij懦 politikos dokument懦 turinio analiz臈 ir kiekybin臈 mokslo ir verslo atstov懦 anketin臈 apklausa. Tyrimo rezultatai atskleid臈, kad inovacij懦 politikos dokumentuose mokslo ir verslo bendradarbiavimas nuosekliai akcentuojamas kaip tikslas ar u啪davinys, ta膷iau komunikacija da啪nai i拧lieka abstrakti, orientuota 寞 finansines priemones ir komercinio produkto suk奴rim膮. Tr奴ksta dalyvi懦 vaidmen懦 apibr臈啪imo ir bendradarbiavimo proceso strukt奴ros. Empiriniai duomenys rodo, kad mokslo ir verslo atstovai bendradarbiavim膮 vertina pozityviai, ta膷iau susiduria su finansavimo, administracin臈mis, informacijos prieinamumo ir komunikacijos ai拧kumo problemomis. Darbe pateikiamos rekomendacijos orientuotos 寞 komunikacijos skaidrumo didinim膮 ir centralizuotos informacijos sistemos k奴rim膮.

In the innovation ecosystem, knowledge transfer is considered one of the key elements of innovation creation. Science鈥揵usiness collaboration plays an important role in the process of knowledge transfer, as it is assumed that academic actors should generate knowledge and transfer it to business entities. Despite state support for collaboration through financial instruments, representatives of science and business face various communication challenges. This master鈥檚 thesis aims to analyze how science鈥揵usiness collaboration is communicated in Lithuanian innovation policy documents and to assess the experiences of representatives of universities and small and medium-sized enterprises in order to identify potential mismatches and provide recommendations for improving communication. The study employed a qualitative content analysis of innovation policy documents and a quantitative questionnaire survey of science and business representatives. The findings reveal that science鈥揵usiness collaboration is consistently emphasized in innovation policy documents as a goal or objective; however, communication often remains abstract and primarily focused on financial instruments and the creation of commercial products. There is a lack of clearly defined roles for participants and a structured collaboration process. Empirical data indicate that science and business representatives evaluate collaboration positively but face challenges related to funding, administrative barriers, information accessibility, and communication clarity. The recommendations proposed in the thesis focus on increasing communication transparency and developing a centralized information system.

Magistro darbe nagrin臈jama inovacij懦 komunikacija pristatant savitarnos automobili懦 remonto paslaugas Lietuvos rinkai. Tyrimo tikslas 鈥� empiri拧kai 寞vertinti, kaip komunikacijos turinys, kanalai ir informacijos prieinamumas veikia vartotoj懦 po啪i奴r寞, informuotum膮 ir ketinim膮 naudotis 拧ia inovatyvia paslauga. Teorin臈je dalyje apibr臈啪iama inovacij懦 komunikacijos samprata ir vartotoj懦 elgsenos formavimo principai. Empirin臈je dalyje pristatomi kiekybinio vartotoj懦 tyrimo ir kokybinio ekspert懦 interviu rezultatai, leido nustatyti pagrindinius inovacij懦 pri臈mimo barjerus, vartotoj懦 informuotumo spragas ir svarbiausius veiksnius, lemian膷ius paslaugos pri臈mim膮. Darb膮 sudaro trys dalys: 寞vadas, teorin臈 analiz臈, empirinio tyrimo rezultatai, i拧vados ir rekomendacijos, literat奴ros s膮ra拧as. Darbo apimtis 鈥� 64 p. teksto be pried懦, 48 bibliografiniai 拧altiniai. Atskirai pridedami darbo priedai.

The master's thesis examines innovation communication in introducing self-service car repair services to the Lithuanian market. The aim of the research is to empirically assess how communication content, channels and information availability affect consumers' attitudes, awareness and intention to use this innovative service. The theoretical part defines the concept of innovation communication and the principles of shaping consumer behavior. The empirical part presents the results of a quantitative consumer survey and a qualitative expert interview, which allowed us to identify the main barriers to innovation adoption, gaps in consumer awareness and the most important factors determining service adoption. The thesis consists of three parts: introduction, theoretical analysis, empirical research results, conclusions and recommendations, and references.

Baigiamojo bakalauro darbo problema yra susijusi su klausimu: kaip 鈥濨altas Mi拧kas鈥� 苍补耻箩颈别苍濒补颈拧办颈补颈 efektyviai perteikia prek臈s 啪enklo unikalum膮 ir vertybes? Darbo tikslas: i拧tirti, kaip lietuvi拧kas mados prek臈s 啪enklas 鈥濨altas Mi拧kas鈥� perteikia autenti拧kum膮 ir vertybes savo naujienlai拧ki懦 komunikacijoje bei kaip 拧i膮 komunikacij膮 suvokia tikslin臈 auditorija. Taikyti tyrimo metodai: literat奴ros ir turinio analiz臈; kokybinis tyrimas 鈥� prek臈s 啪enklo 鈥濨altas Mi拧kas" naujienlai拧ki懦 analiz臈 ir fokus grup臈s interviu su naujienlai拧ki懦 skaitytojais ir prenumeratoriais; kokybinio tyrimo rezultat懦 turinio analiz臈. Tyrimo rezultatai rodo, kad mados prek臈s 啪enklo komunikacijoje 补耻迟别苍迟颈拧办耻尘补蝉 ir vertyb臈s veikia kaip prasmi懦 k奴rimo pagrindas, formuojantis vartotoj懦 emocin寞 ry拧寞, pasitik臈jim膮 ir lojalum膮. Nustatyta, jog 鈥濨alto Mi拧ko鈥� naujienlai拧ki懦 komunikacija pasi啪ymi nuosekliu l臈tu, ramiu ir pagarbiu tonu, minimalistine estetika ir subtiliu informacinio bei 寞kv臈piamojo turinio deriniu. Vertyb臈s 鈥� ramyb臈, l臈tumas, s膮moningumas, kokyb臈 ir nat奴ralumas 鈥� komunikuojamos netiesiogiai per vizualin寞 pasaul臈vaizd寞 ir stabil懦 啪enklo bals膮, tod臈l auditorijos suvokiamos kaip tikros ir taikomos praktikoje. Auditorija naujienlai拧kius vertina ne tik kaip informacijos 拧altin寞, bet ir kaip emocin臋 bei estetin臋 patirt寞, kartu i拧reik拧dama poreik寞 didesniam skaidrumui ir u啪kulisi懦 atskleidimui. Darb膮 sudaro: 寞vadas, teorin臈s mokslin臈s literat奴ros analiz臈, tyrimo metodologija, kokybinio tyrimo rezultat懦 analiz臈, i拧vados, rekomendacijos, literat奴ros s膮ra拧as ir priedai. Darbo apimtis: 62 psl. teksto be pried懦, 22 lentel臈s, 3 paveikslai. Atskirai pridedami darbo priedai.

The research problem of this bachelor鈥檚 thesis is related to the question of how the newsletters of Baltas Mi拧kas effectively communicate the brand鈥檚 uniqueness and values. The aim of the thesis is to examine how the Lithuanian fashion brand Baltas Mi拧kas conveys authenticity and values through its newsletter communication and how this communication is perceived by the target audience. The research methods applied include literature and content analysis; qualitative research methods, namely the analysis of Baltas Mi拧kas newsletters and a focus group interview with newsletter readers and subscribers; and qualitative content analysis of the research findings. The research results show that in fashion brand communication, authenticity and values function as the foundation of meaning-making, shaping consumers鈥� emotional connection, trust, and loyalty. It was found that Baltas Mi拧kas newsletter communication is characterised by a consistent slow, calm, and respectful tone, a minimalist aesthetic, and a subtle combination of informational and inspirational content. Core values such as calmness, slowness, mindfulness, quality, and naturalness are communicated indirectly through a coherent visual worldview and a stable brand voice; therefore, they are perceived by the audience as genuine and applied in practice. The audience evaluates the newsletters not only as a source of information but also as an emotional and aesthetic experience, while also expressing a need for greater transparency and insight into behind-the-scenes processes. The thesis consists of an introduction, an analysis of theoretical scientific literature, research methodology, an analysis of qualitative research results, conclusions, recommendations, a list of references, and appendices. The volume of the thesis is 62 pages of text excluding appendices and includes 22 tables and 3 figures. The appendices are provided separately.

艩iame magistro baigiamajame darbe analizuojama vartotojo patirties komunikacija vie拧ose elektromobili懦 寞krovimo stotel臈se Lietuvoje. Augant elektromobili懦 skai膷iui ir ple膷iantis 寞krovimo infrastrukt奴rai, vis svarbesn臈 tampa ai拧ki, intuityvi ir vartotoj懦 l奴kes膷ius atitinkanti komunikacija visais 寞krovimo proceso etapais. Darbo tikslas 鈥� nustatyti, kokios komunikacijos priemon臈s prisideda prie teigiamos vartotojo patirties. Tyrimas grind啪iamas mokslin臈s literat奴ros analize, lyginamuoju tyrimu ir kiekybine vartotoj懦 apklausa. Lyginamosios analiz臈s metu vertinama trij懦 pagrindini懦 Lietuvos vie拧懦j懦 寞krovimo operatori懦 鈥� 鈥濱nbalance Grid鈥�, 鈥濱gnitis On鈥� ir 鈥濫nefit Volt鈥� 鈥� komunikacija skirtinguose kanaluose. Tyrimo rezultatai parod臈, kad trumpi tekstai, ai拧kios vizualin臈s ir neverbalin臈s priemon臈s bei realiuoju laiku pateikiama informacija ma啪ina kognityvin臋 apkrov膮, palengvina nauj懦 vartotoj懦 mokym膮si ir prisideda prie nauj懦 mentalini懦 modeli懦 formavimo. Darbo apimtis 鈥� 58 puslapiai be pried懦, jame yra 28 paveikslai ir 4 lentel臈s. Bibliografij懦 apra拧膮 sudaro 41 拧altiniai. Darbo pabaigoje pateikti 4 priedai.

This master's thesis analyzes user experience communication at public electric vehicle charging stations in Lithuania. With the growing number of electric vehicles and the expansion of charging infrastructure in Lithuania, clear, intuitive communication that meets user expectations at all stages of the charging process is becoming increasingly important. The aim of this thesis is to identify which communication tools contribute to a positive user experience. The study is based on an analysis of scientific literature, comparative analysis, and a quantitative consumer survey. The comparative analysis evaluates the communication of the three main public charging operators in Lithuania (Inbalance Grid, Ignitis On, and Enefit Volt) across different channels. The results of the study showed that short texts, clear visual and non-verbal means, and real-time information reduce cognitive load, facilitate the learning of new users, and contribute to the formation of new mental models. The scope of the work is 58 pages without appendices, containing 28 figures and 4 tables. The bibliography consists of 41 sources. There are 4 appendices at the end of the work.

艩iame bakalauro darbe analizuojama prek臈s 啪enklo komunikacija socialiniuose tinkluose, pasitelkiant prek臈s 啪enklo 鈥濨ir啪懦 duona鈥� atvej寞. Darbo tikslas 鈥� i拧analizuoti prek臈s 啪enklo 鈥濨ir啪懦 duona鈥� komunikacij膮 socialiniuose tinkluose ir pateikti pasi奴lymus bei rekomendacijas jos efektyvumui gerinti, siekiant padidinti prek臈s 啪enklo 啪inomum膮 ir vartotoj懦 寞sitraukim膮. Teorin臈je darbo dalyje nagrin臈jama prek臈s 啪enklo samprata, jo vert臈s ir identiteto elementai, prek臈s 啪enklo komunikacijos priemon臈s bei socialini懦 tinkl懦 vaidmuo 拧iuolaikin臈je rinkodaroje. Aptariami socialini懦 tinkl懦 komunikacijos principai, turinio formos ir vartotoj懦 寞sitraukimo teoriniai aspektai, remiantis 拧iuolaikini懦 mokslini懦 tyrim懦 ir autori懦 寞啪valgomis. Empirin臈je darbo dalyje atliekama prek臈s 啪enklo 鈥濨ir啪懦 duona鈥� komunikacijos socialiniuose tinkluose 鈥濬acebook鈥� ir 鈥濴inkedIn鈥� kokybin臈 turinio analiz臈. Tyrimas grind啪iamas vie拧ai prieinam懦 寞ra拧懦 analize, vertinant dominuojan膷ias komunikacijos temas, teksto ton膮, vizualin寞 stili懦, naudojamas komunikacijos priemones bei vartotoj懦 寞sitraukimo lyg寞. Analiz臈 atlikta 2025 m. kovo鈥揵ir啪elio m臈nesi懦 laikotarpiu. Darbo rezultatai leid啪ia 寞vertinti, kaip prek臈s 啪enklas 鈥濨ir啪懦 duona鈥� i拧naudoja skirting懦 socialini懦 tinkl懦 platform懦 galimybes, kokios komunikacijos kryptys yra efektyviausios ir kaip jos prisideda prie vartotoj懦 寞sitraukimo. Remiantis tyrimo i拧vadomis, pateikiamos rekomendacijos, skirtos tobulinti prek臈s 啪enklo komunikacijos strategij膮 socialiniuose tinkluose ir stiprinti ry拧寞 su auditorija.

This bachelor鈥檚 thesis analyzes brand communication on social media using the case of the brand 鈥淏ir啪懦 duona鈥�. The aim of the thesis is to analyze the communication of the brand 鈥淏ir啪懦 duona鈥� on social media platforms and to provide suggestions and recommendations for improving its effectiveness in order to increase brand awareness and consumer engagement. The theoretical part of the thesis examines the concept of a brand, brand value and identity elements, brand communication tools, and the role of social media in contemporary marketing. The principles of social media communication, content forms, and theoretical aspects of consumer engagement are discussed based on insights from contemporary academic literature. The empirical part of the thesis presents a qualitative content analysis of the brand 鈥淏ir啪懦 duona鈥� communication on the social media platforms Facebook and LinkedIn. The study is based on the analysis of publicly available posts, evaluating dominant communication themes, tone of voice, visual style, applied communication tools, and the nature of consumer engagement. The analysis covers the period from March to June 2025. The results of the study allow for the assessment of how the brand 鈥淏ir啪懦 duona鈥� utilizes the potential of different social media platforms, which communication directions are the most effective, and how they contribute to consumer engagement. Based on the research findings, recommendations are provided for improving the brand鈥檚 social media communication strategy and strengthening its relationship with the audience.

Baigiamajame bakalauro darbe tiriamas Lietuvos muziej懦 lankytoj懦 ir darbuotoj懦 辫辞啪颈奴谤颈蝉 寞 greit膮j膮 ir l臈t膮j膮 komunikacij膮. Taip pat abiej懦 komunikacij懦 modeli懦 priemoni懦 寞tak膮 muziej懦 lankytoj懦 patir膷iai, edukacijai ir 寞sitraukimui. Tyrime naudojami - mokslin臈s literat奴ros analiz臈s metodas, apklausos su Lietuvos muziej懦 lankytojais ir darbuotojais metodas, apklausos duomen懦 analiz臈 taikant apra拧omosios statistikos metod膮. Tyrime dalyvavo dvi tikslin臈s grup臈s: muziej懦 lankytojai ir muziej懦 darbuotojai. Teorin臈je dalyje buvo analizuojami abiej懦 komunikacij懦 modeli懦 teoriniai pagrindai, abiej懦 komunikacij懦 priemoni懦 pavyzd啪iai, panaudojimo galimyb臈s. Empirin臈je dalyje i拧nagrin臈ta abiej懦 komunikacij懦 naudojimo efektyvumas muziejuose lankytoj懦 bei darbuotoj懦 akimis. Atliktas palyginimas abiej懦 anket懦 duomen懦 ir rasti skirtumai bei pana拧umai. I拧nagrin臈jus teorinius, bei empirinius baigiamojo darbo metu gautus duomen懦 aspektus pateiktos rekomendacijos bei i拧vados. Darb膮 sudaro 6 dalys: 寞vadas, teorin臈 dalis, metodologin臈 ir empirin臈 dalis, rekomendacijos, i拧vados, literat奴ros s膮ra拧as. Darbo apimtis 鈥� 59 puslapiai teksto be pried懦, 23 paveikslai, 3 lentel臈s, 43 literat奴ros 拧altiniai. Atskirai pridedami darbo priedai.

This bachelor's thesis examines the attitudes of Lithuanian museum visitors and employees towards fast and slow communication. It also discusses the impact of both communication models on the experience, education, and engagement of museum visitors. The study employs a scientific literature analysis method, surveys of Lithuanian museum visitors and employees, and an analysis of survey data using descriptive statistics. Two target groups participated in the study: museum visitors and museum employees. The theoretical part analyzed the theoretical foundations of both communication models, examples of both communication tools, and their possible uses. The empirical part examined the effectiveness of both means of communication in museums from the perspective of visitors and employees. A comparison of the data from both questionnaires was carried out, and differences and similarities were identified. After examining the theoretical and empirical aspects of the data obtained during the final work, recommendations and conclusions are presented. The thesis consists of six parts: introduction, theoretical part, methodological and empirical part, recommendations, conclusions, and a list of references. The thesis comprises 59 pages of text without appendices, 23 figures, 3 tables, and 43 references. Work supplements are attached separately.

Bakalauro baigiamajame darbe nagrin臈jama muzikin臈s grup臈s Jauti komunikacija su auditorija socialiniuose tinkuose Instagram, Facebook ir TikTok. I拧nagrin臈ta, kaip 拧i komunikacija siejasi su grup臈s 寞vaizd啪io formavimu, atpa啪寞stamumu bei auditorijos 寞sitraukimu. Teorin臈je dalyje i拧analizuota muzikini懦 grupi懦 komunikacijos samprata, grup臈s identiteto ir 寞vaizd啪io formavimo procesai, i拧orin臈s komunikacijos kanal懦 ypatumai bei auditorijos 寞sitraukimo samprata ir matavimo kriterijai. Empirin臈je dalyje atlikta grup臈s Jauti komunikacijos socialiniuose tinkluose analiz臈. Taikant kokybin臋 turinio analiz臋 i拧tirtas grup臈s publikuojamo turinio pob奴dis ir jo s膮sajos su auditorijos reakcijomis skirtingose platformose, siekiant nustatyti, kokie komunikacijos sprendimai labiausiai prisideda prie auditorijos 寞sitraukimo ir grup臈s 寞vaizd啪io stiprinimo. I拧nagrin臈jus teorinius ir praktinius grup臈s komunikacijos aspektus, pateiktos i拧vados ir rekomendacijos tolesniam i拧orin臈s komunikacijos strategij懦 tobulinimui. Darb膮 sudaro 拧ios dalys: 寞vadas, du skyriai, i拧vados, rekomendacijos ir pasi奴lymai, literat奴ros s膮ra拧as, iliustracij懦 s膮ra拧as, lenteli懦 s膮ra拧as. Darbo apimtis 鈥� 54 p. teksto be pried懦, 9 iliustracijos, 3 lentel臈s, 32 bibliografiniai 拧altiniai.

This bachelor鈥檚 thesis examines how the music group Jauti communicates with its audience on the social media platforms Instagram, Facebook, and TikTok. The study explores how this communication relates to the formation of the group鈥檚 image, recognisability, and audience engagement. The theoretical part analyses the concept of music groups鈥� communication, the processes of identity and image formation, the characteristics of external communication channels, as well as the concept of audience engagement and its measurement criteria. The empirical part presents an analysis of Jauti鈥檚 communication on social media. Using qualitative content analysis, the research investigates the nature of the content published by the group and its links to audience reactions across different platforms, in order to identify which communication decisions contribute most to audience engagement and the strengthening of the group鈥檚 image. Based on the analysis of both theoretical and practical aspects of the group鈥檚 communication, conclusions and recommendations are provided for further development of external communication strategies. Structure: introduction, two chapters, conclusions, recommendations and suggestions, list of references, list of illustrations, and a list of tables. Thesis consists of: 54 pages of text without appendices, 9 illustrations, 3 tables, and 32 bibliographical sources.

Baigiamojo darbo tema 鈥� dirbtinio intelekto technologij懦 integravimo poveikis komunikacijos specialist懦 profesinei veiklai ir kompetencijoms. Darbo tikslas: i拧analizuoti, dirbtinio intelekto technologij懦 integravimo poveik寞 komunikacijos specialist懦 profesinei veiklai, kompetencijoms ir k奴rybi拧kumui. Taikyti darbo metodai: mokslin臈s literat奴ros 拧altini懦 analiz臈 ir kokybinis tyrimo metodas, duomen懦 rinkimo b奴das 鈥� pusiau strukt奴ruotas interviu, duomen懦 analiz臈s metodas 鈥� temin臈 interviu turinio (angl. content) analiz臈. Pirmiausia atlikta mokslin臈s literat奴ros analiz臈, siekiant teori拧kai pagr寞sti dirbtinio intelekto reik拧m臋 komunikacijos srityje, i拧ry拧kinti jo taikymo privalumus ir tr奴kumus bei komunikacijos specialist懦 veiklos ypatumus. Remiantis teorine analize, atliktas kokybinis tyrimas 鈥� pusiau strukt奴ruoti interviu su komunikacijos srities specialistais, kuri懦 metu siekta 寞vertinti dirbtinio intelekto technologij懦 taikymo praktik膮 ir suvokiam膮 poveik寞 profesinei veiklai. Tyrimo duomenys analizuoti taikant kokybin臋 turinio analiz臋. Tyrimo rezultatai parod臈, kad dirbtinio intelekto technologijos didina komunikacijos specialist懦 darbo efektyvum膮, kei膷ia profesini懦 kompetencij懦 strukt奴r膮 ir skatina nauj懦 寞g奴d啪i懦 ugdym膮, ta膷iau kartu kelia etinius i拧拧奴kius, priklausomyb臈s nuo technologij懦 bei k奴rybi拧kumo ribojimo rizikas. Gauti rezultatai gali b奴ti prakti拧kai taikomi komunikacijos specialist懦 kompetencij懦 tobulinimui ir organizacij懦 strateginiam dirbtinio intelekto integravimui. Darbo apimtis 鈥� 50 p. teksto be pried懦, 2 pav., 6 lent., 22 literat奴ros 拧altiniai. Pried懦 n臈ra.

The topic of the final thesis is the impact of artificial intelligence technology integration on the professional activities and competencies of communication specialists. The aim of the thesis is to analyze the impact of artificial intelligence technology integration on the professional activities, competencies, and creativity of communication specialists. Methods used: analysis of scientific literature sources and qualitative research method, data collection method 鈥� semi-structured interviews, data analysis method 鈥� thematic content analysis of interviews. First, scientific literature was analyzed in order to theoretically substantiate the importance of artificial intelligence in the field of communication, highlight the advantages and disadvantages of its application, and identify the specific features of the work of communication specialists. Based on the theoretical analysis, a qualitative study was conducted 鈥� semi-structured interviews with communication specialists, during which the aim was to evaluate the practical application of artificial intelligence technologies and their perceived impact on professional activities. The research data was analyzed using qualitative content analysis. The results of the study showed that artificial intelligence technologies increase the efficiency of communication specialists' work, change the structure of professional competencies, and encourage the development of new skills, but at the same time pose ethical challenges and risks of dependence on technology and limitation of creativity. The results obtained can be applied in practice to improve the competencies of communication specialists and for the strategic integration of artificial intelligence in organizations. Scope of work 鈥� 50 pages of text without appendices, 2 figures, 6 tables, 22 references. No appendices.