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Marketing and Consumption Research
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About the research group
We are an ambitious, dynamic and supportive community of marketing and consumption research scholars united by our commitment to excellence and diversity. Our strength lies in our multifaceted approaches, embracing various research areas, methodologies, and analytical perspectives to address today's most pressing marketing challenges. Our mission is to promote long-term business success while creating positive social and environmental sustainability through innovative cutting edge marketing research that benefits consumers, businesses, and society at large.
The research group focuses particularly on the following themes:
- Sustainable Business Models and Ecosystems
- Responsible Consumer Marketing
- Transformative Consumption Culture and Society
- Data-Driven Personas for Sustainable Growth
- Meaningful Marketing Education
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Latest updates
Research projects
| Project | Duration | Actors |
|---|---|---|
| Misleading Consumers | - | Marketing and Consumption Research, Communication studies, Economics, Public policy and governance, Cyber-Physical Systems |
| Sustain-a-bite | - | Marketing and Consumption Research, Marketing and Communication |
| Circler | - | Marketing and Communication, Marketing and Consumption Research |
| STOPP | - | Marketing and Communication, Marketing and Consumption Research |
| Endurance | - | Marketing and Communication, Marketing and Consumption Research |
| Sustainable and responsible food province | - | Marketing and Communication, Marketing and Consumption Research |
| Organizing REKO | - | Marketing and Consumption Research, Marketing and Communication |
| Twin Revolution | - | Marketing and Communication, Marketing and Consumption Research |
| 4everPack - Circular business from reusable packaking for fast moving consumer goods | - | Marketing and Consumption Research, Marketing and Communication |
| Citizens as agents of change in decarbonizing suburban and rural housing (DECARBON-HOME) | - | Marketing and Communication, Marketing and Consumption Research, Communication studies |
Publications
| Publication year | Publication | Authors |
|---|---|---|
| 2025 | What drives firm power across multiple levels of B2B analysis? Structured systematic literature review | Mitręga, Maciej; Wegner, Douglas; Faccin, Kadigia; Makkonen, Hannu; Siemieniako, Dariusz |
| 2025 | “I became a child again!” How to stage engaging restaurant experiences: modeling the service management process | Björk, Peter; Pitkäkoski, Tuija; Luomala, Harri |
| 2025 | How Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks? | Salminen, Joni; Kaate, Ilkka; Olkkonen, Rami; Yang, Yanwu; Jung, Soon-Gyo; Jansen, Bernard J. |
| 2025 | Emerging technologies in sharing economy: a review and research agenda | Hossain, Mokter; Ahmad, Farhan; Aleem, Majid; Bask, Anu; Rajahonka, Mervi |
| 2025 | Participative Leadership | Tillotson, Jack |
| 2025 | Leadership Development Models | Tillotson, Jack; Toyoki, Sammy |
| 2025 | Leadership and Organisational Learning | Tillotson, Jack; Bhatnagar, Kushagra |
| 2025 | Leadership in the Digital Era | Tillotson, Jack |
| 2025 | Leadership and Work-Life Balance | Tillotson, Jack; Toyoki, Sammy |
| 2025 | Power and Leadership | Tillotson, Jack |
Research group leaders
Kuva
Hannu Makkonen
Professor in Marketing
University of Vaasa > School of Marketing and Communication > Marketing
Kuva
Henna Syrjälä
Associate Professor (tenure track)
University of Vaasa > School of Marketing and Communication > Marketing
Research group members
Huma Adeel
Doctoral Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Kuva
Ibrar Ahmad
Doctoral Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Farhan Ahmed
Grant-Funded Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Sähköposti
farhan.ahmed [at] uwasa.fi
Hanna Ahtosalo
Doctoral Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Waleed Akhtar
Postdoctoral Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Danial Amin
Doctoral Researcher
University of Vaasa > School of Marketing and Communication > Marketing
Doctoral students
- Huma Bano Adeel
- Farhan Ahmed
- Hanna Ahtosalo
- Tiia Alkkiomäki
- Danial Amin
- Joel Anderssén
- Ann-Sofi Backgren
- Päivi Borisov
- Laura Forsman
- Audur Hermannsdóttir
- Maija Kantola
- Suzi Kimura
- Niklas Kurki
- Roosa-Maaria Malila
- Tamara Minina
- Rajat Rewaram Patil
- Evianna Pehkonen
- Nayeem Rahman
- Anna-Mari Rimppi
- Tiina Shen
- Ekaterina Sofroneeva
- Katariina Sorvari
- Elina Tikkanen
- Essi Vesterinen
- Leena Viitaharju
- Denise Villikka
- Tiia Vuorinen
- Thi Thu Trang Xuan
- Emiliia Zemskova
Podcasts by researchers and research projects
Blog: Marketing goes...
The blog covers the latest insights into marketing, both in teaching and research.
Marketing Goes...
Tutkijavierailu Aarhusissa toi inspiraatiota kuluttajakäyttäytymisen ja kestävän ruokasiirtymän tutkimukseen
Viime syksynä sain mahdollisuuden lähteä tutkijavaihtoon Aarhusin yliopistoon Tanskaan. Kyseessä…
Marketing Goes...
New Journal of Marketing publication gives Voice to Older Consumers in Residential Care
We need to focus more on older adults in care services, and it is crucial to recognize, respect,…
Marketing Goes...
Marketing goes… doing ethnography
What happens when a group of social science researchers go to the field to collect research data?…
Marketing Goes...
Marketing goes… konferenssiin!
Kun siirryin tämän vuoden alussa maisteriopiskelijasta tutkijan rooliin, akateeminen maailma oli…
Marketing Goes...
The Role of Clusters in Accelerating the Green Transition in Europe
In today’s rapidly evolving business landscape, SMEs face the dual challenge of remaining…
Marketing Goes...
Terveiset sydämen yliopistosta – väitöskirjatutkijan pohdintoja empatiasta, yhteishengestä ja tasavertaisuudesta
”Lähes joka kolmatta väitöskirjatutkijaa on kiusattu töissä” uutisoi Yle tällä viikolla. Tieto…