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The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand’s analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking technology “Neuromarketing & AI LAB” to reveal emotional and structural sensations in the social network Instagram. The aim of this research is to determine the influence of a personal brand on the consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment: research of human emotions and chosen content. Data analysis method: descriptive statistics and comparative analysis. AOI (heat map) was selected to illustrate the research results. Influencers with up to 100 000 followers were selected – stimuli that trigger or enhance physiological and psychological reactions in the body. It was found that the body and face of a personal brand had the higher influence on consumers. Personal brand attracts consumers’ attention and promotes engagement. The originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social network Instagram. Further we suggest carrying out similar personal brand’s research choosing other social networks.

A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate the positioning strategy in terms of competitiveness and visitors of Kaunas District Public Library (KDPL). Research methodology: analysis of scientific literature and statistical data, staff survey, SWOT analysis. Main findings: the flow of visitors of KDPL in the period of 2018–2020 has decreased by a quarter, the user portrait consists of 5 user groups (employed, studying, pre-school children, unemployed persons and others), the number of library users by gender did not change, 70% consists of women, attendance of four user groups decreased or remained virtually unchanged, when the amount of employed users increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the library competitors users’ needs and expectations can be analysed further. The local position of KDPL’s has shown the potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy of public sector organization, while the available research has been carried out on private branding. The current research will be useful for KDPL and other public organisations.

Purpose – to find appropriate tools to measure the efficiency of the technology transfer process (TTP) in higher education institutions (HEIs). Scientific problem is a lack of methods measuring the efficiency of TTP. The objective – comparative analysis of efficiency evaluation methods. Research methodology – the research methodology is based on a comparative analysis of the research papers on the advantages and disadvantages of methods suitable to evaluate the efficiency of TTP. Findings – among some tools, FARE is highlighted for identifying the variables of TTP and assigning their weights, when TOPSIS – to rank the variables and identify the most important. MULTO-MOORA and COPRAS methods with ranking abilities are suitable to select the number of HEIs. DEA method is intended for the economic evaluation of TTP efficiency in HEIs. The social sciences are strengthened by suitable founded tools to measure the efficiency of TTP in HEIs. Research limitations – this paper is providing all advantages and disadvantages (limitations) of decision-making multicriteria methods. Practical implications – the original structure of methods enabling stakeholders (HEIs, TTOs and public authorities) for efficient allocation of an organisation’s financial resources, foresee the future goals for improving the efficiency of TTP. Originality/Value – the original framework of methods incorporated into the one model, enabling related stakeholders (HEIs, TTOs and public authorities) allocate financial resources efficiently.

Innovative activities, knowledge exchange, patenting and commercialization of know-how are crucial to the value creation process in higher education institutions and other research organizations. The article analyses the technology transfer performance indicators of value creation. The methodology to identify and assess the technology transfer activities with the highest impact on created value are proposed in the paper. The following research methods were invoked: FARE method, allowed to calculate weights of each technology transfer performance indicator, when TOPSIS method redress all different indicators’ results and rank universities. The application of the proposed methodology was based on empirical data collected from Lithuanian universities. The results of the study reveal the importance of science business partnerships, TTO competence and scientists’ trust of TTO, applying particular technology transfer policy. The obtained results would be beneficial for universities technology transfer policy formation to maximize universities created value.