Darbe siekiama identifikuoti su elektroninės bankininkystės paslaugų teikimu susijusias problemas, pateikti teisinį jų vertinimą, atlikus elektroninę bankininkystę reglamentuojančių teisinių instrumentų analizę atskleisti elektroninės bankininkystės teisinio reguliavimo tendencijas. Atskiruose darbo skyriuose atskleidžiama elektroninės bankininkystės sąvoka, tinkamo kliento identifikavimo elektroninėje bankininkystėje svarba ir šiam procesui keliami reikalavimai, sutarties dėl elektroninių banko paslaugų teikimo reikšmė reguliavimo mechanizme. Analizuojami vartotojų teisėms elektroninėje bankininkystėje galintys kilti pavojai, atsakomybės tarp kliento ir banko paskirstymas bei tokio paskirstymo pagrindai, taip pat bankų priežiūros institucijų veiklos įvardijant naujai kylančias rizikas susijusias su elektronine bankininkyste, bei pateikiant jų valdymo ir mažinimo principus, reikšmė. / Continuing technological innovation and competition among banks have allowed for a much wider array of banking sevices to become accessible and delivered to costumers through an electronic distribution channel. However, the rapid growth of e-banking capabilities carries new problems as well as benefits. The purpose of this article is to identify such problems, give their legal evaluation, represent their possible solutions and recognize tendencies of legal regulation of electronic banking. Author analizes conception of electronic banking, existing practice, laws related to electronic banking and uncovers shortcomings of existing legal regulation of electronic banking.

Background:  In recent years, Sweden’s micro consulting enterprise (MCE) industry has grown significantly. Even during the COVID-19 pandemic, the MCE business in Sweden continued to grow in a positive direction, while bigger consulting firms were heavily impacted, with around 48% of firms seeing negative growth. Because of the growth, there is a necessity for MCEs to distinguish themselves in the market as smaller consulting firms face stiff competition from larger enterprises. Due to today’s digital generation, MCEs are provided with an excellent opportunity to develop a digital communication strategy. Hence, a common strategy being used is content marketing which acts as a communication strategy to attract new customers. Problem:  After founding a MCE, there is an ambiguity in how to reach customers, as a cause of the small size of the company. The low amount of employees leads to lacking intangible assets, which instead induce word-of-mouth marketing. However, such marketing is rather uncertain and difficult to strategize. Meanwhile, there is a growth of MCE’s utilization of content marketing to increase sales. Previous researchers within the area have expressed the need for understanding MCE’s relation to content marketing, to evaluate how MCEs can apply content marketing to acquire new customers. Purpose: This thesis aims to develop knowledge on the possibilities for MCEs to strengthen their chances to acquire new customers through content marketing. Method: This qualitative research has been conducted through multiple-case study with six different cases, which includes organizational documents and semi-structured interviews. The sampling was based on the criteria of being a CEO of a MCE in Sweden, which must have a website and a LinkedIn-profile. The data analysis followed a thematic analysis to identify patterns of how MCEs use content marketing.   Results: The empirical findings presented homogenous answers aligned with the process of how to conduct successful content marketing. By identifying the four steps of ‘Awareness’, ‘Initiate Contact’, ‘Sales and Delivery’, and ‘Long-term Relationships’ the ‘MCE’s Content Marketing Model’ was established. By utilizing the model, MCEs could sustain a competitive advantage in the crowded market.

Over the last decade, retailing has been shifted to online eras of selling. And in order toidentify the needs of customers companies are using several tools and AI is one of them.AI is used as most prominent and most reliable tool to find out the needs andrequirements of the customers.This thesis will also try to find out the gaps which are not specified or developed inprevious researches like how AI is being used in retailing effectively and how it is beingapplied in retailing for customer segmentation and customer satisfaction.This draft will try to find out the solutions mostly by using qualitative data. And will tryto find out the best possible way to use AI in retailing.This thesis will also try to find out the rolls which chatboat assistance is playing andwill also try to find out how chatboat assistance is working and how it is trying to findout the needs and requirements of the consumers.After reading this paper draft readers will come to know, how AI is changing theconcept of retail marketing with extended customer support and how customers arebeing segmented with the help of AI.This draft will be helpful for the new entities entering in Digital marketing. Afterreading this draft they will come to know the concept of AI in retailing with targetcustomer base work.