Jyväskylä University School of Business and Economics

Digital Marketing and Communication (DMC)

DMC Group


The Digital Marketing and Communication (DMC) consists of academic and industry award winning faculty and focuses on the effects of digitalization on customers, stakeholders, businesses and societies in close collaboration with industry partners. The group attempts to add knowledge on the use of digital and social media in business and corporate communication, as well as describe their intangible and tangible contribution to value creation. Further, the group focuses on the effectiveness of digital communication and marketing, and develops their measurement practices.


Corporate Communication Stream (CC) (part of Digital Marketing and Communication)

The Corporate Communication research stream focuses on dynamic stakeholder relations on Issue Arenas. Research addresses specific organizational challenges including crisis communication, public relations, stakeholder engagement and the creation and utilization of intangible assets (trust, reputation, brand, satisfaction, social capital, expectations). The Corporate Communication Stream is lead by professor Vilma Luoma-aho.


Recent projects have dealt with digital marketing communications in industrial companies, transparency of sponsored content and SMEs responses to the changing marketing communications landscape. Current projects examine digital customer experience in the contexts of retailing, online shopping, mobile banking and other mobile services. The objective of the group is to contribute to the growing discussion in marketing theory dealing with the impacts of digital and social media on customer engagement, customer experience management, marketing communications, corporate communications, value creation, business-to-business marketing and marketing strategy. The research group uses both qualitative and quantitative research methods and collects data internationally.

The main national research partners are: Aalto University, University of Helsinki, University of Tampere, Jyväskylä University of Applied Sciences and University of Oulu. International partners include Cass Business School, Edith Cowan University of Western Australia, Griffith University, Macquarie University, University of Complutense, Karl-Franzens-University Graz, University of Cambridge, University of Hull, University of Newcastle, Wilfrid Laurier University, University of St. Gallen and Wirtschaftsuniversität Wien.

The Digital Marketing and Communication research group is led by professors Heikki Karjaluoto and Vilma Luoma-aho.

Recent Project Funding

Research Output

  • The research group has published over 200 journal and conference papers in journals like Business Strategy & the Environment, Computers in Human Behavior, Electronic Markets, European Journal of Marketing, Corporate Communication: An International Journal, Business History, Journal of Communication Management, Industrial Management & Data Systems, Industrial Marketing Management, International Journal of Bank Marketing, International Journal of Electronic Business, Journal of Contingencies and Crisis Management, Journal of Financial Services Marketing, Journal of Service Theory & Practice, Journal of Systems & Information Technology, International Journal of Mobile Communications, International Journal of Mobile Marketing, International Journal of Technology Marketing, Public Relations Review, Journal of Public Relations Research, Internet Research, Journal of Business and Industrial Marketing, Journal of Nonprofit & Public Sector Marketing, Journal of Services Marketing, Journal of Small Business and Entrepreneurship, Online Information Review, Telecommunications Policy, and Telematics & Informatics.

Group Members

Doctoral students:

Research assistants (M.sc. Theses workers)

  • Helke, Iida
  • Koivisto, Kaisu
  • Kukkonen, Maria
  • Paakkonen, Lasse


  • Blut, Markus (Professor)
  • Bowden-Everson, Jana (Dr.)
  • Canel, Maria-Jose (Professor)
  • Harness, David (Senior Lecturer)
  • Jayawardhena, Chanaka (Professor)
  • Kittle, Christian (Dr.)
  • Kuusela, Hannu (Professor)
  • Laukkanen, Tommi (Professor)
  • Li, Feng (Professor)
  • Parkinson, Joy (Dr.)
  • Ranaweera, Chatura (Professor)
  • Saarijärvi, Hannu (Dr.)
  • Salo, Jari (Professor)
  • Saraniemi, Saila (Dr.)
  • Sinisalo, Jaakko (Dr.)
  • Standing, Craig (Professor)
  • Ulkuniemi, Pauliina (Professor)




JSBE research seminar

Seminar for everyone interested in high quality research in economics and business economics (program).