Generolo Jono Žemaičio Lietuvos karo akademija

This study examined the contagion effects of social media on different parties, such as producers, retailers, and consumer. Further, we empirically investigate the contagion effects of the social media and their ultimate impact on multiple performance measures. The findings give new insights into the contagion effects of social media usage across the distribution channel and important social influence mechanisms that enhance these effects. In line with the hypothesis, efficient use of social media contributes to retailer and brand performance, and consumer–retailer loyalty. In light with the advancement of technologies and growth in social media applications, this study provides a framework to promote usage by supply channel, which ultimately influences performance-related outcomes.

The articles analyses the penetration of social media through personal use into daily life and the relation of this phenomenon to national security. A survey of Lithuanian higher-school students aged 18-29 was conducted according to quantitative research methodology. Young people actively use social networks for various purposes (personal, learning, work, recreation). Statistically, each individual, aged 18-29, has personal profiles on four social networking sites, yet most often does not adequately evaluate and link the use of social networks with possible national security threats and risk factors. Less than two-thirds of young people have heard something of possible threats and risk factors; however, the impact of social media on national security is not considered significant. Thus, it seems that young people lack information about real threats presented by social networks to both personal data storage and national security.

The aim of the article is to present and examine a unique role of social media in correlation with contemporary secure and sustainable development path by observing social and political processes, which in several instances led to a violent conflicts and crisis. Fundamental task of the article as well as its research goal is to give an answer to two questions – does the social media can be used to trigger revolutions and how military powerful entities as NATO and US are prepared to utilize the social media as a part of military efforts. First part of the article is focused on scientific approaches towards secure and sustainable development, followed by NATO’s and US military doctrinal approach to the use of the social media. After review of interrelationships between security and sustainable development, that part of the article covers such documents as NATO Military Concept for NATO Strategic Communication (2010), NATO Strasbourg-Khel Summit Declaration (2009), NATO Strategic Communication Policy (2009), US Capstone Concept for Joint Operations (2009), US Commander’s Handbook for Strategic Communication and Communication Strategy (2010) and revised US Capstone Concept for Joint (2012). The second part of the article is focused mainly on presentation of the usage of the social media in selected conflicts which took place in Lebanon, Kuwait, Kenya, Iran, Egypt, Tunisia, Nigeria and another accord in long-lasting war between Israel and Hamas (so called operation Pillars of Defense). The article is concluded with final remarks addressing role of social media in processes of secure sustainable development of considered countries.