I am a University Teacher and Coordinator of the Digital Marketing and Corporate Communication Master’s Programme at Jyväskylä University School of Business and Economics (JSBE), and a doctoral researcher in the Digital Marketing and Communication (DMC) research group. My research focuses on corporate misinformation in its many forms: greenwashing and other kinds of “washing”, unfounded accusations against organisations, and misleading information that organisations spread themselves without meaning to. I study where legitimate communication tips into backlash and how organisations should respond. Alongside my academic work, I have several years of experience managing marketing communications in industry.
I teach stakeholder relationship management, sustainability communication and marketing, current trends in corporate communication and foundations of business research, among other courses.
I help organisations deal with misinformation from every direction: claims that get called greenwashing or other kinds of “washing”, unfounded accusations from outside, and misleading information they spread themselves without meaning to. Drawing on several years of managing marketing communications in industry and doctoral research in JSBE’s Digital Marketing and Communication (DMC) research group, I study where legitimate communication tips into backlash and how organisations should respond. University Teacher and Coordinator of the Digital Marketing and Corporate Communication Master’s Programme at JSBE.
Practitioner engagement & outputs
I welcome conversations with organisations and communication teams facing misinformation challenges, whether that means a “washing” accusation, a false claim circulating about them, or checking their own messages before they mislead. I’m available for talks and workshops, media comments on corporate misinformation cases, research collaboration, and applied thesis topics with company partners, where I can act as second reviewer.
alina.a.arti@jyu.fi
