Staff Valeria Penttinen

Valeria Penttinen

Titel

Associerad forskare

E-post:

valeria.penttinen@hanken.fi

Department

Valeria Penttinen, D.Sc. is an associate researcher at Hanken School of Economics. Her research and teaching interests lie in strategic marketing and digital marketing. Her work has published articles in leading peer-reviewed journals such as Journal of Interactive Marketing, Industrial Marketing Management, and Journal of Service Management. To ensure that her research remains at the forefront of marketing practice, she is committed to engaging with industry professionals and staying up-to-date on the latest marketing trends and best practices. She draws inspiration from her own experiences and collaborations with marketing practitioners.

Till forskningsdatabasen

Языки

FinnishEnglishGerman

Publications

Senaste publikationer

Leading with a Purpose: Exploring the Operationalization of Corporate Brand Conscientiousness

2025,

Impacts of #deinfluencing on Social Media

2024,

Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications

2024,pp. 32-43.

Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships

2023,Journal of Business Research,vol. 165,

Is She Real? Leveraging Real-Life and Computer-Generated Imagery Influencer Marketing in Brand Communications

2023,

Virtual influencer marketing: the good, the bad and the unreal

2023,European Journal of Marketing,vol. 58,no. 2,

Shared analytical capabilities in business networks

2022,Industrial Marketing Management,vol. 106,no. October,pp. 308-322.

Social media marketing: the opportunities and challenges of paid, owned, and earned media.

2022,pp. 247-262.

Hi, I’m Taking Over this Account! Leveraging Social Media Takeover in Brand Communications

2022,

Affordances Advancing User-Created Communication (UCC) in Service

2022,Journal of Service Management,vol. 33,no. 4-5,pp. 688-704.