Leppäniemi Matti, University Teacher / Yliopistonopettaja

Leppäniemi Matti, University Teacher / Yliopistonopettaja


Matti Leppäniemi obtained a PhD in Marketing from the University of Oulu in 2008. He also holds Master’s degree in Political Science from the University of Turku.

Currently he works as a postdoctoral researcher at Jyväskylä University School of Business and Economics. His main research interests are in consumer behavior, customer relationship management, digital marketing and services marketing.

Areas of Interest

Customer communications, customer experience, customer loyalty, customer retention, customer value, loyalty programs

Research Areas

Consumer Marketing, Customer Relationship Management, Digital marketing, Industrial marketing, Marketing Communications, Services marketing

Recent Publications

  • Karjaluoto, H. & Leppäniemi, M. (2013). Social Identity for Teenagers: Understanding Behavioral Intention to Participate in Virtual World Environment. Journal of Theoretical and Applied Electronic Commerce Research (in press).
  • Karjaluoto, H., Jayawardhena, C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications Policy, Vol. 36, No. 8, pp. 636-649.
  • Leppäniemi, M., Karjaluoto, H., Lehto, H. & Goman, A. (2010). Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election. Journal of Nonprofit & Public Sector Marketing, Vol. 22, No. 1, pp. 14-37
  • Karjaluoto, H., Lehto, H., Leppäniemi, M. & Jayawardhena, C. (2008): Exploring Gender Influence on Customer's Intention to Engage Permission‐based Mobile Marketing. Electronic Markets, Vol. 18, No.3, pp. 242-259.
  • Leppäniemi, M. & Karjaluoto, H. (2008). Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns.  Journal of Systems and Information Technology, Vol. 10, No. 3, pp. 251-265.

Research group: Digital Marketing

Teaching (list of courses)

  • YMAA130 Managing Customer Relationships and Services
  • YMAA361 International Marketing
  • YMAA900 Bachelor Level Research Tutorial and Bachelor´s Thesis
  • TTKA830 Research methods