Hae

The current thesis discusses wellness consumption and lifestyle, both of which are embedded in current consumer culture and the mainstream consumer lifestyle in various ways. In this thesis, wellness is understood as a ...

Buyer behavior has substantially changed the marketing landscape. Now, B2B customers have become more empowered; they spend most of their purchasing journey conducting independent online research and need not rely on a ...

Evolutionary psychology is becoming a popular approach in consumer research. Evolutionary-based consumer research has, however, typically been undertaken from the managerial rather than from the consumer perspective. The ...

ABSTRACT Sensory marketing, affecting consumers’ perception and behavior via our five senses, has gained a foothold in recent decades both in academia and among practitioners. If vision and audition dominated earlier ...

This dissertation explores the emerging role of deepfake personas in human–computer interaction and marketing, investigating their usability, user perceptions, and ethical considerations in design tasks. While deepfake ...

Markkinaorientaation kehittäminen on yrityksen menestystekijä ja toimiva yhteistyö sen edellytys. Miksi siinä onnistutaan joskus paremmin, joskus huonommin? Tämä laadullinen tutkimus tuo lisäymmärrystä siitä, miten ...

Emotions are gaining ever more traction in marketing research and researchers now broadly recognize the benefits of emotional persuasion. Marketing scholars have become interested in emotions as an aspect of consumer ...

Sosiaalinen media on viime vuosina tullut keskeiseksi osaksi vallitsevaa kulutuskulttuuria ja -prosesseja ja muokannut yhä useamman yrityksen markkinointiympäristöä. Markkinoijan näkökulmasta varsin kiinnostavana sosiaalisen ...