Jūratė Banytė

About the Author

Jūratė Banytė is a distinguished scholar and author specializing in marketing, consumer behavior, and the transformative impact of information and communication technologies (ICT) on business practices. With a robust academic background, she explores how gamification strategies enhance consumer engagement and create tangible value in digital ecosystems. Her research bridges theoretical frameworks with practical applications, offering insights into sustainable business models and innovative engagement techniques. As a professor and researcher, Banytė has contributed significantly to the field of information systems, emphasizing the role of technology in fostering meaningful interactions between brands and consumers. Her work continues to influence contemporary discussions on digital marketing and value co-creation in an increasingly connected world.