Eeva-Liisa Oikarinen

Post-doctoral researcher
Marketing Communications, Service Marketing, Digital Marketing

Department of Marketing, Management and International Business
Oulu Business School

I have received PhD in Marketing at Oulu Business School in 2018.

I am passionate about understanding human behavior in changed digitalized business interactions. Currently, my focus is to understand the dynamics of human-to-human marketing with emphasis on the role of humanness in virtual service encounters.

I have studied the role and the limits of human voice, such as humor, playfulness, or joking, in the different business interactions such as; recruitment advertising, service encounters, and innovation management. More recently I have studied service employee's responsible communication during Corona pandemic.

Research interests

  • Human to human marketing
  • virtual service encounters
  • humor, humanness, responsible behavior

Researcher information




citation count of most cited publication




H-index (Google Scholar/25.1.2022)

Contact information


Phone number


Visiting address

Oulu Business School, Erkki Koiso-Kanttilan katu, 90570 Oulu

Postal address

Oulu Business School, P.O. Box 4600, 90014 University of Oulu