Tiltai

The burgeoning phenomenon of virtual influencers presents conflicting approaches to the taxonomy of virtual influencers, and lacks a unified conceptual framework. This paper presents a systematic review of the literature on the meaning of virtual influencers. It begins by examining and comparing multifaceted definitions, and presents five main characteristics of virtual influencers, based on various definitions by previous authors. The study proposes a comprehensive typology of virtual influencers, based on four key dimensions: design, ownership, sponsorship disclosure, and follower size. Through systematic analysis, comparison and the synthesis of existing literature, the paper clarifies the current state of knowledge, and identifies critical future research directions within each typological dimension.

The ability to measure public sector performance is a necessity for policymakers as well as academics and citizens of a country. This article aims to identify ways of measuring public sector performance using the measurement applicable to all countries and outlining opportunities for comparability among them. Thus, the authors highlight opportunities for performance measurement and public sector efficiency using various methods of non-parametric and parametric analysis. The starting point of the analysis considers the concept of performance, encompasses the proposed terms of productivity, efficiency and effectiveness; therefore, the measurement of public sector performance requires an exhaustive analysis in multidimensional terms, covering all core areas of a country. Moreover, understanding and developing robust international comparison possibilities will give in practice a structural framework for measuring the performance of particular relevance. Study findings indicate that performance measurement and implicitly public sector efficiency is a complex and difficult task that goes beyond simply measuring of productivity and efficiency, and requires aggregation of several key areas related to the results of a state. In summary, the analysis framework of the performance and efficiency of public sector is outlined both in terms of relevance of indicators and the methodology used. It demonstrates that methods of non-parametric analysis work at their best when all aspects of the production process can be captured in a limited number of input and output dimensions.

In the article the importance of national cultures towards effectiveness of public sector‘s modernization reforms is analyzed with the aim of creation of public value abstractedly – on the governance macro level, as well as on meza level – concretely and adequately corresponding to the trajectories of national states development. The significance of national cultures in the article is analyzed in such dimensions as acquired status, length of service, power distance, uncertainty avoidance, contradiction with hierarchy, standpoint of time, universalism and particularism, integration, individualism and collectivism, masculinity and femininity.