Personal profile
Research areas
Strategic Marketing
Consumer Engagement
Marketing Analytics
Data-driven Marketing Decision Making
Education information
Master of Science (Economics and Business Administration), Business Economics, Svenska handelshögskolan, Finland, 2018Fingerprint
- 1 Similar Profiles
Collaborations and top research areas from the last five years
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Let Me Deinfluence You! The Impacts of Deinfluencing Content
Penttinen, V., Ciuchita, R. & Pedersen, S., 17.03.2026, In: Journal of the Academy of Marketing Science.Research output: Contribution to journal › Article › Scientific › peer-review
Open AccessFile -
From Hype to Hesitation: The Impacts of Deinfluencing Content
Penttinen, V., Ciuchita, R. & Pedersen, S., 2025, Australian and New Zealand Marketing Academy: Riding the Waves: Navigating Marketing’s Dynamic Landscape - Sydney, Sydney.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review
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Leading with a Purpose: Exploring the Operationalization of Corporate Brand Conscientiousness
Sarasvuo, S. & Penttinen, V., 2025, Proceedings of the 18th Global Brand Conference, Católica Porto Business School, Porto, Portugal, May 7-9, 2025.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review
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Impacts of #deinfluencing on Social Media
Penttinen, V., Ciuchita, R. & Pedersen, S., 2024, Academy of Marketing Science World Marketing Congress 2024.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review
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Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications
Penttinen, V., Mouritzen, S. L. T. & Pedersen, S., 04.01.2024, Welcome to The New Normal: Life After The Chaos: AMSAC 2023. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Jeseo, V. & Allen, J. (eds.). Springer, Cham, p. 32-43 12 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science; vol. Part F2055).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review
3 Citations (Scopus)
Projects
- 1 Finished
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Data based marketing - Developing a strong analytical capability to support marketing decisions in SMEs
Frösén, J. (PI), Aspara, J. (Project participant), Ciuchita, R. (Project participant) & Penttinen, V. (Project participant)
01.01.2021 → 31.12.2023
Project: Externally funded project
Activities
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Social Media Research and Online Data Collection: Making Crowdsourcing Platforms Work for You
Penttinen, V. (Speaker)
04.10.2022Activity: Talk or presentation › Oral presentation
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Aarhus University
Penttinen, V. (Visit abroad)
01.01.2022 → 31.12.2022Activity: Visiting an external institution › Visit to other institution
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Hey, I’m Taking Over this Account! Leveraging Social Media Takeover in Brand Communications.
Penttinen, V. (Speaker)
2022Activity: Talk or presentation › Oral presentation
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2021 Frontiers in Service Conference
Penttinen, V. (Attendee)
09.07.2021 → 10.07.2021Activity: Participating in or organising an event › Organisation of / participation in conferences, workshops, courses, seminars
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2020 AMS ANNUAL CONFERENCE
Penttinen, V. (Attendee) & Ciuchita, R. (Attendee)
14.12.2020 → 19.12.2020Activity: Participating in or organising an event › Organisation of / participation in conferences, workshops, courses, seminars
Prizes
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Jane K. Fenyo Best Student Research Paper Award
Penttinen, V. (Recipient), 2022
Prize: Prizes and awards