| Virtual influencer marketing: the good, the bad and the unreal SLT Mouritzen, V Penttinen, S Pedersen European Journal of Marketing 58 (2), 410-440, 2024 | 83 | 2024 |
| YouTube it before you buy it: The role of parasocial interaction in consumer-to-consumer video reviews V Penttinen, R Ciuchita, M Čaić Journal of Interactive Marketing 57 (4), 561-582, 2022 | 55 | 2022 |
| Affordances advancing user-created communication (UCC) in service: interactivity, visibility and anonymity R Ciuchita, G Medberg, V Penttinen, C Lutz, K Heinonen Journal of Service Management 33 (4/5), 688-704, 2022 | 26 | 2022 |
| Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships V Penttinen Journal of Business Research 165, 114030, 2023 | 15 | 2023 |
| Social media marketing: The opportunities and challenges of paid, owned, and earned media V Penttinen, R Ciuchita The SAGE handbook of social media marketing, 247-262, 2022 | 3 | 2022 |
| Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications V Penttinen, SLT Mouritzen, S Pedersen Academy of Marketing Science Annual Conference, 32-43, 2023 | 2 | 2023 |
| HEY, I’M TAKING OVER THIS ACCOUNT! LEVERAGING SOCIAL MEDIA TAKEOVER IN BRAND COMMUNICATIONS V Penttinen 2022 AMA Winter Academic Conference, 454, 2022 | 1 | 2022 |
| Swipe Left on the Hype: Exploring the Impacts of# Deinfluencing V Penttinen, R Ciuchita, S Pedersen Academy of Marketing Science: 2025 AMS Annual Conference, 2024 | | 2024 |
| Impacts of# deinfluencing on Social Media V Penttinen, R Ciuchita, S Pedersen Academy of Marketing Science World Marketing Congress (AMS), 2024 | | 2024 |
| Analytical Capabilities and Firm Performance in Business Networks V Penttinen, J Frösén Global Marketing Conference, 376-376, 2023 | | 2023 |
| Is She Real? Leveraging Real-Life and Computer-Generated Imagery Influencer Marketing in Brand Communications V Penttinen, SLT Mouritzen, S Pedersen 2023 Academy of Marketing Science World Marketing Congress (AMS): Welcome to …, 2023 | | 2023 |
| Marketing in the Rise of Online Data: Dealing with the Shifts in Firm-Consumer Information Asymmetry V Penttinen Hanken School of Economics, 2022 | | 2022 |
| Shared analytical capabilities in business networks V Penttinen, J Frösén Industrial Marketing Management 106, 308-322, 2022 | | 2022 |
| Impact of Video Reviews on Consumers’ Uncertainty Reduction: Opening New Opportunities for Marketing Research and Practice V Penttinen, R Ciuchita 2020 American Marketing Association (AMA) Summer Academic Conference, 2020 | | 2020 |
| Developing Analytical Capabilities in Marketing: Challenges Associated with Usage of Unstructured Data V Penttinen, J Frösén 2019 AMA Summer Academic Conference, 2019 | | 2019 |
Robert CiuchitaAssociate Professor, Hanken School of EconomicsCorreu electrònic verificat a hanken.fi