Eeva-Liisa Oikarinen
PhD
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
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