School of Business and Economics Soihtu

Heikki Karjaluoto

Contact Information

School of Business and Economics
P.O. Box 35
FIN-40014 University of Jyväskylä

Tel. (work) +358(0)40-576 7814


Last Updated: 21.9.2021

© 2021 Karjaluoto

Heikki Karjaluoto

Heikki Karjaluoto is a Professor of Marketing at the University of Jyväskylä School of Business and Economics, Finland. His proferssorship's area is consumer behavior and new technologies in marketing communications. He received his D.Sc. in marketing in 2002 at the University of Jyväskylä. He is Adjunct Professor at the University of Tampere and University of Lapland.

Karjaluoto has published extensively on electronic business in marketing and information system journals and is the author of several books. He has collaborated with several researchers both in Finland and abroad and actively co-operates with Finnish companies in joint research and development projects.

He has won numerous research and teaching awards including Mobile Marketing Academic of the Year (in 2007 by the Mobile Marketing Association, together with Matti Leppäniemi) award, 2017 Best Paper Award (together with Joel Mero) by Industrial Marketing Management, Best Teacher award (2008, 2009 and 2015 by the student union Pörssi, the School of Business and Economics, University of Jyväskylä) and Educator of the Year 2014 award by Oulu Business School Executive Education.

Karjaluoto is the leader of the Digital Marketing and Communication (DMC) research group. His research interests include marketing communications, digital marketing, electronic business, industrial marketing and customer value. Previous publications have appeared in the Computers in Human Behavior, European Journal of Marketing, Electronic Markets, Industrial Marketing Management, International Journal of Bank Marketing, International Journal of Retail & Distribution Management, Internet Research, Journal of Business & Industrial Marketing, Journal of Economic Psychology, Journal of Retailing and Consumer Services, Journal of Service Management, Journal of Service Theory and Practice, Journal of Travel Research, Telematics and Informatics, Telecommunications Policy, among others.

Check out my Google Scholar Profile here for more information.


University of Jyväskylä: Introduction to Marketing (partly), Managing Customer Relationships, Digital Marketing Communications, Sports & Society (partly), Sport Marketing (partly), Digital retailing, M.Sc. Seminar, Digital Marketing and Social Media (KATAJA & NFF doctoral course), EMBA Teaching in Avance
University of Tampere: Visiting lectures for example in courses 'Basics of Marketing' and 'Marketing Management' (visiting Adjunct Professor) and teaching in EMBA programs

Previously: Basics of Consumer Behavior, Research methods, Marketing Research and Information Systems, Product and Marketing Strategies, Services and Relationship Marketing, Electronic Commerce, Customer Relationship Marketing and Service Business (EMBA Oulu), etc.


Research areas include marketing communications, sales, consumer behavior, electronic business, digital marketing, CRM and bank marketing. Several funded projects on marketing:


Outstanding Article 2019 for article Järvinen, J. & Karjaluoto, H. (2015) “The Use of Web Analytics for Digital Marketing Performance Measurement”, Industrial Marketing Management, Elsevier.

Highly Commended Paper Award for paper “The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement” (together with Janne Hepola and Anni Hintikka), Journal of Product & Brand Management, 2018, Emerald.

2017 Best Paper Award for the article “The Use of Web Analytics for Digital Marketing Performance Measurement” (together with Joel Mero), Industrial Marketing Management, 2018, Elsevier.

Educator of the Year 2014, Oulu Business School Executive Education.

Highly Commended Paper Award for paper “Customer Relationship Management: The Evolving Role of Customer Data" (together with Hannu Kuusela and Hannu Saarijärvi), Marketing Intelligence & Planning (2013), Emerald.

Teacher of the Year 2008, 2009 and 2015 by Pörssi ry.

Mobile Marketing Academic of the Year 2007 (together with Matti Leppäniemi) by Mobile Marketing Association.

Several best paper awards by various academic conferences.


Recent presentations

Digitaalinen transformaatio ja sen vaikutus asiakkaiden käyttäytymiseen. JYU Avance EMBA Menestyksen Strategiat, Jakso 4: Strateginen markkinointi. 20.1.2021.

Monikanavainen markkinointi. Executive MBA, Tampere, 15.1.2021

Digitaalinen markkinointi ja korona. Työkaluja koronasta selviytymiseen -seminaarisarja, Kokkolan yliopistokeskus Chydenius, 29.9.2020.

Digital Marketing Day (Case teaching day). Nordiska Ekonomie Studerandes Union (NESU) Spring Conference, Jyväskylä, 10.3.2020.

Z-sukupolvi kuluttajana. Valtakunnallinen Elävät Kaupunkikeskustat (EKK ry) Vuosikonferenssi, Pori, 28.8.2019.

Kuluttajakäyttäytyminen ja uusiin teknologioihin perustuva markkinointiviestintä koulutusmarkkinoinnin näkökulmasta. VIMMA-Viestinnän ja markkinoinnin foorumi 2019. Gradia, Jyväskylä, 5.6.2019.


Download full list of publications from here (pdf).

Newest publication

Implications of the COVID-19 pandemic on market orientation in retail banking (together with Hannele Haapio, Joel Mero and Aijaz A. Shaikh). Journal of Financial Services Marketing, 2021, in press, Open Acces:


Marketing and Mobile Financial Services. A Global Perspective on Digital Banking Consumer Behaviour (together with Aijaz A. Shaikh) (Eds.). New York: Routledge, 2019.

Digitaalinen markkinointiviestintä. Esimerkkejä parhaista käytännöistä yritys- ja kuluttajamarkkinointiin. Saarijärvi: WSOY, 2010.

Trust and new technologies: Marketing and management on the Internet and mobile media (together with Teemu Kautonen) (Eds). Cheltenham, UK and Lyme, US: Edward Elgar, 2008.

Recent conference papers

Customer value framework and recommendation intention: The moderating role of customer characteristics in an online travel community (together with Dandison C. Ukpabi, Sunday Olaleye and Emmanuel Mogaji). In J. Neidhardt, J. & W. Wörndl (Eds.), Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08-10, 2020. Cham: Springer.

What drives customer satisfaction and well-being in ridesharing? A developing country perspective (together with Aijaz A. Shaikh and Francisco Liébana-Cabanillas). In ICEB 2019: Proceedings of the 19th International Conference on Electronic Business, Proceedings of the International Conference on Electronic Business. International Consortium for Electronic Business, 42, Newcastle upon Tyne, UK, December 8th-12th, 2019.

The role of personalization and hedonic motivation in driving customer experience (together with Olli Tyrväinen and Hannu Saarijärvi). Proceedings of the 12th Annual Conference of the EuroMed Academy of Business (EMAB), Thessaloniki, Greece, September 18th-20th, 2019.

Examining consumers’ continuous usage intention of contactless mobile payment systems (together with Aijaz A. Shaikh, Matti Leppäniemi and Roope Luomala). Proceedings of the 12th Annual Conference of the EuroMed Academy of Business (EMAB), Thessaloniki, Greece, September 18th-20th, 2019.

A consumer perspective on mobile financial services: State-of-the-art, framework, and future directions (together with Aijaz A. Shaikh). Proceedings of the 12th Annual Conference of the EuroMed Academy of Business (EMAB), Thessaloniki, Greece, September 18th-20th, 2019.

Antecedents of market orientation in the banking sector during its digital transformation (together with Hannele Haapio and Joel Mero). In Pucihar, Andreja; Kljajic Borstnar, Mirjana; Bons, Roger; Seitz, Juergen; Cripps, Helen; Vidmar, Doroteja (Eds.) 32nd Bled eConference: Humanizing Technology for a Sustainable Society. Maribor: University of Maribor, 289-305. (Proceedings of eBled 2019 Conference, June 16-19, Bled, Slovenia).

Journal Publications (Selected)

The effect of eWOM on customer engagement and purchase intention amongst collectivistic/individualistic travelers (together with (together with Ernest Izogo, Hongfei Liu and Mercy Mpinganjira). Journal of Travel Research, 2021, in press. (impact factor 7.027 in 2020).

Implications of the COVID-19 pandemic on market orientation in retail banking (together with Hannele Haapio, Joel Mero and Aijaz A. Shaikh). Journal of Financial Services Marketing, 2021, online first. Open Acces:

Setting the future of digital marketing: Perspectives and research propositions (together with Yogesh K. Dwivedi, Elvira Ismagilova, Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Hajer Kefi, Anjala S. Krishen, Vikram Kumar, Mohammad M. Rahman, Ramakrishnan Raman, Philipp A. Rauschnabel, Jennifer Rowley, Jari Salo, Gina A. Tran and Yichuan Wang). International Journal of Information Management, Vol. 59, 2021. (impact factor 14.098 in 2020). Open Access:

The role of negative and positive forms of power in supporting CSR alignment and commitment between Large Firms and SMEs (together with David Harness, Chatura Ranaweera and Chanaka Jayawardhena). Industrial Marketing Management, Vol. 75, 2018, pp. 17-30. (impact factor 6.960 in 2020).

The Impact of service bundles on the mechanism through which functional value and price value affect WOM Intent (together with Chatura Ranaweera). Journal of Service Management, Vol. 28, No. 4, 2017, pp. 707-723. (impact factor 11.768 in 2020).

Unlocking the behaviors of long term service consumers: The role of action inertia (together with Matti Leppäniemi, Chanaka Jayawardhena, and David R Harness). Journal of Service Theory & Practice, Vol. 27 No. 1, 2017, pp. 270-291. (impact factor 3.415 in 2020).

Customer environmental values and its contribution to loyalty in industrial markets (together with Nora Mustonen and Chanaka Jayawardhena). Business Strategy and the Environment, Vol. 25 No. 7, 2016 (online first 2015), pp. 512-528. Doi: 10.1002/bse.1882. (impact factor 10.302 in 2020).

Making the most of information technology & systems usage: A literature review, framework and future research agenda (together with Aijaz Shaikh). Computers in Human Behavior, Vol. 49, 2015, pp. 541–566. (impact factor 6.829 in 2020).

The use of Web analytics for digital marketing performance measurement (together with Joel Järvinen). Industrial Marketing Management, Vol. 50, 2015, pp. 117-127. (impact factor 6.960 in 2020). (2017 Best Paper Award).

How value and trust influence loyalty in wireless telecommunications industry (together with Chanaka Jayawardhena, Matti Leppäniemi, and Minna Pihlström). Telecommunications Policy, Vol. 36, No. 8, 2012, pp. 636-649. (impact factor 3.036 in 2020).

Antecedents to permission based mobile marketing: An initial examination (together with Chanaka Jayawardhena, Andreas Kuckertz and Teemu Kautonen). European Journal of Marketing, Vol. 43, No. 3/4, 2009, pp. 473-499. (impact factor 4.647 in 2020).

Consumer acceptance of online banking: an extension of the technology acceptance model (together with Kari Pikkarainen, Tero Pikkarainen and Seppo Pahnila). Internet Research, Vol. 14, No. 3, 2004, pp. 224-235. (impact factor 6.733 in 2020).