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Dr. Valeria Penttinen
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Year
YouTube it before you buy it: The role of parasocial interaction in consumer-to-consumer video reviews
V Penttinen, R Ciuchita, M Čaić
Journal of Interactive Marketing 57 (4), 561-582, 2022
292022
Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity
R Ciuchita, G Medberg, V Penttinen, C Lutz, K Heinonen
Journal of Service Management 33 (4/5), 688-704, 2022
142022
Virtual influencer marketing: the good, the bad and the unreal
SLT Mouritzen, V Penttinen, S Pedersen
European Journal of Marketing, 2023
132023
Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships
V Penttinen
Journal of Business Research 165, 114030, 2023
52023
Social media marketing: The opportunities and challenges of paid, owned, and earned media
V Penttinen, R Ciuchita
The SAGE handbook of social media marketing, 247-262, 2022
12022
Impacts of# deinfluencing on Social Media
V Penttinen, R Ciuchita, S Pedersen
Academy of Marketing Science World Marketing Congress 2024, 2023
2023
Analytical Capabilities and Firm Performance in Business Networks
V Penttinen, J Frösén
Global Marketing Conference, 376-376, 2023
2023
Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications
V Penttinen, SLT Mouritzen, S Pedersen
Academy of Marketing Science Annual Conference, 32-43, 2023
2023
Is She Real? Leveraging Real-Life and Computer-Generated Imagery Influencer Marketing in Brand Communications
V Penttinen, SLT Mouritzen, S Pedersen
2023 Academy of Marketing Science World Marketing Congress (AMS): Welcome to …, 2023
2023
Marketing in the Rise of Online Data: Dealing with the Shifts in Firm-Consumer Information Asymmetry
V Penttinen
Hanken School of Economics, 2022
2022
Shared analytical capabilities in business networks
V Penttinen, J Frösén
Industrial Marketing Management 106, 308-322, 2022
2022
HEY, I’M TAKING OVER THIS ACCOUNT! LEVERAGING SOCIAL MEDIA TAKEOVER IN BRAND COMMUNICATIONS
V Penttinen
2022 AMA Winter Academic Conference, 454, 2022
2022
Impact of Video Reviews on Consumers’ Uncertainty Reduction: Opening New Opportunities for Marketing Research and Practice
V Penttinen, R Ciuchita
2020 American Marketing Association (AMA) Summer Academic Conference, 2020
2020
Developing Analytical Capabilities in Marketing: Challenges Associated with Usage of Unstructured Data
V Penttinen, J Frösén
2019 AMA Summer Academic Conference, 2019
2019
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