Vartotojų elgsenos aktualumas verslo praktikoje ir teorijoje neabejotinas – vartotojų elgsenos, ypač pirkimo sprendimo priėmimo stimulų, kylančių iš vartotojų asmenybės bei aplinkoje esančių ir skatinančių pirkti stimulų išskyrimas. Impulsyvaus pirkimo fenomenas mokslinėje marketingo literatūroje analizuojamas jau daugiau kaip penkias dešimtis. Todėl stimulai, sąlygojantys impulsyvaus pirkimo sprendimą ypač svarbūs – tokių stimulų sukūrimas skatintų vartotojus priimti pirkimo sprendimą per sąlyginai trumpą laiko tarpą, o pastaroji tendencija generuotų pelną organizacijai. Dar vienas itin plačiai mokslinėje literatūroje analizuojamas konceptas – prekės ženklo vertė. Prekės ženklo vertė pagrįsta vartotojo sąmonėje susiformavusiomis teigiamos asociacijos su prekės ženklu, prekės ženklo vertės vartotojui sukūrimu bei vartotojų lojalumu prekės ženklui. Visi pastarieji veiksniai mokslinėje literatūroje traktuojami, kaip skatinantys vartotojo sprendimo pirkti priėmimą. Prekės ženklas įvardijamas, kaip vienas iš impulsyvaus pirkimo stimulų. Darbo objektas – impulsyvaus pirkimo stimulai ir prekės ženklo vertė. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti impulsyvaus pirkimo ir prekės ženklo vertės sąsajas „Nivea“ prekės ženklo pavyzdžiu. Darbo struktūra. Magistro darbą sudaro trys dalys. Pirmojoje darbo dalyje pateikta ir nagrinėta impulsyvaus pirkimo koncepcija, vidiniai ir išoriniai impulsyvaus pirkimo stimulai. Taip pat analizuojami prekės ženklo vertę kuriantys... [toliau žr. visą tekstą] / The aim of this master work – theoretically support and empirically examine the relationship between impulsive buying and brand equity. The structure of thesis. The Master work thesis consists of three parts. The first part of thesis represents and examines the conception of impulsive buying, its internal and external impulsive buying stimulus. It also analyzes the creating factors of the brand value. The analysis of impulsive buying models is also presented. The second part of the thesis represents the structural interface pattern of impulsive buying and the brand equity. The research methodology, aims and tasks are also given. A previous analysis of impulsive buying research results is done. The third part of Master work thesis does the empirical research of the relationship between impulsive buying and the brand equity; the results are generalized. Empirically checked structural model relationshiop between impulsive buying and the brand equity by the example of Nivea brand is done. At the end of the Master work the conclusions are made and suggestions are given. In order to make it more transparent, the work contains of 14 pictures and 17 tables. The theoretical analysis has been prepared using 117 English and Lithuanian literature sources.

Social media is a phenomenon that is successively developing, and the usage is rising each day, which in turn has an impact on consumer behaviour. Hence, the new attributes that social media provides, both for businesses and individuals, are affecting the way people are acting when making a purchase. Due to these circumstances the purpose of this thesis was to investigate and understand how social media are affecting consumers impulse buying behaviour when purchasing fashion products, and to establish if there were any gender differences.  From previous research about impulse buying and the online environment, seven hypotheses were created. The empirical findings were conducted using a quantitative method through an online survey with standardized and mainly closed-ended questions. The data were collected from 375 respondents, whereby there were at least 100 of each gender. Following, all the hypotheses were tested through the statical software SPSS.  In the conclusion of the thesis, it is established that two triggers, market stimuli and individual traits, had a moderate effect on consumers impulse buying tendency while the other categories did not at all. However, it was confirmed that all triggers had a correlation to impulse buying on social media. Additionally, it was determined that there were a gender differences in all the tested hypotheses, proving that there is a difference between men and women regarding impulse buying on social media. Although, the research is providing space and opportunity to include other aspects and develop the research field further in future research.