I am a Doctoral Researcher in Marketing and my research sits on the field of cultural consumer research. I am interested in the relationships between consumers, their data and various technologies. In my doctoral research I delve into consumers' privacy experience and the ways it is embedded in the surrounding socio-cultural environment and arises from the entanglements between consumers, data, technologies, cultural imaginaries and affects. Through the utilization of qualitative methods I aim for a deep understanding of consumers and their lifeworlds.
Fields of expertise
interpretative consumer research, technology, consumer privacy, consumer data, qualitative methods
Horppu, J. (2023). Sensing privacy: Extending consumer privacy research through a consumer culture theory approach. Marketing Theory, 0(0). https://doi.org/10.1177/14705931231175698