Eeva-Liisa Oikarinen
PhD
Senior Research Fellow
Biomarketing, Marketing Communications, Service Marketing, Digital Marketing
Department of Marketing, Management and International Business
Oulu Business School
I earned my Doctor of Science (Economics and Business Administration) degree in Marketing from Oulu Business School, University of Oulu, in June 2018. In June 2023, I was awarded the title of Docent in Marketing at the University of Turku, with a specialization in consumer interaction behavior.
My research has focused on various expressions of humaneness—particularly humor and its boundaries, playfulness, and joking—in diverse business interaction contexts such as recruitment advertising, service encounters, and innovation management.
Currently, I am exploring the unique characteristics of human behavior in increasingly digitalized service encounters. When an AI companion promises to reduce loneliness and enhance well-being, it challenges our understanding of humanity and human relationships. This calls for deeper insight into the often unconscious reactions triggered by AI interactions and their impact on our well-being.
Our research team aims to advance the field of marketing science by developing the paradigm of Biomarketing—a framework that utilizes biological and multimodal measurements to better understand transformative service encounters between humans and artificial intelligence.
Research interests
- Biomarketing
- virtual service encounters
- humor, humanness, responsible behavior
- Human to human marketing
Researcher information
Contact information
Phone number
Visiting address
Postal address
