Eeva-Liisa Oikarinen
University of Oulu
AdvertisingService providerBusinessPerfusionMarketing sciencePsychologyMarketingSet (psychology)ChemistryCognitive reframingCustomer satisfactionMarketing managementKey (cryptography)MyocyteMicro-enterpriseSeekersMarketing planHuman capitalHappinessContext (language use)Service (business)Butanedione monoximeCardioprotective AgentCold storageLong term survivalReturn on marketing investmentPublic relationsMarketing researchOnline advertisingSocial mediaKnowledge managementBrand managementCoping (psychology)Social psychologyRelevance (information retrieval)Marketing strategyDigital marketingCustomer relationship management
30Publications
7H-index
104Citations
Publications 27
Newest
#1Magnus Söderlund (HHS: Stockholm School of Economics)H-Index: 20
#2Eeva-Liisa Oikarinen (University of Oulu)H-Index: 7
Abstract Previous research has indicated that employee joke-telling in the service encounter can have a negative impact on customer satisfaction, particularly with respect to perceived overall message relevance as a mediating variable. The present study is an attempt to examine if these results would be replicated in service encounter settings with other characteristics. Two experiments were conducted, and the previous pattern was reproduced: customer satisfaction was reduced when employees told...
7 CitationsSource
#1Sari AlataloH-Index: 3
Last. Marc JärvinenH-Index: 1
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Source
#1Tuulia NikunenH-Index: 2
#2Martti SaarelaH-Index: 3
Last. Lari IsohellaH-Index: 2
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The digital marketing environment is changing rapidly, and, for micro-enterprises, digital marketing is currently a vitally important opportunity. However, most digital marketing studies have focused on larger companies, and, therefore, little research focused on micro-enterprises has been done in this area. Attracting customers, engaging customers’ interest and participation, retaining customers, learning customers’ preferences and relating to customers are key strategies in building strong cus...
7 CitationsSource
#1Magnus Söderlund (HHS: Stockholm School of Economics)H-Index: 20
#2Eeva-Liisa Oikarinen (University of Oulu)H-Index: 7
Last. Eija-Liisa Heikka (University of Oulu)H-Index: 3
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AbstractThis study assesses the impact of employee use of jokes embedded in face-to-face conversations with customers. Our main finding – derived from experiments in which employee use of jokes was manipulated – was that jokes reduced customer satisfaction. This reduction occurred regardless if jokes were related or unrelated to the employee’s overall message. Our results also indicate that the use of jokes had a negative impact on perceived message relevance, and that perceived relevance mediat...
6 CitationsSource
#1Eeva-Liisa Oikarinen (University of Oulu)H-Index: 7
#2Jaakko Sinisalo (Oulu University of Applied Sciences)H-Index: 8
The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to unders...
3 CitationsSource
#1Eeva-Liisa Oikarinen (University of Oulu)H-Index: 7
Humor has been acknowledged as a common practice in advertising (Eisend, 2009; Weinberger and Gulas, 1992) and recognized as one of the most widely studied advertising appeals (Voss, 2009). Humor has become more relevant in the modern workplace, when new generations, who value fun at work (Romero and Pescosolido, 2008; Lamm and Meeks, 2009) have entered job markets. Thus, humor could be seen as congruent value promise of fun climate of the company to the job seekers and humor usage might be a pr...
2 CitationsSource
#2Saila SaraniemiH-Index: 12
Last. Eeva-Liisa OikarinenH-Index: 7
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#1Lari IsohellaH-Index: 2
Last. Tuulia NikunenH-Index: 2
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Digitalization is continuously forming our daily lives and routines. It offers us not only new and fascinating opportunities as consumers but also creates possibilities that were previously perceived as unavailable to companies. Digital marketing as a new medium in various business contexts has received much attention among researchers and practitioners. However, little research has been conducted on digital marketing in new micro-enterprises. Furthermore, the influence of human perceptions conc...
1 Citations
#1Taina VuorelaH-Index: 2
Last. Jaakko SinisaloH-Index: 8
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#1Lari IsohellaH-Index: 2
Last. Tuulia NikunenH-Index: 2
view all 5 authors...
Digitalization is continuously forming our daily lives and routines. It offers us not only new and fascinating opportunities as consumers but also creates possibilities that were previously perceived as unavailable to companies. Digital marketing as a new medium in various business contexts has received much attention among researchers and practitioners. However, little research has been conducted on digital marketing in new micro-enterprises. Furthermore, the influence of human perceptions conc...