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About me

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

Research unit

Customer Oriented Marketing Research Group

Selected publications

Horppu, J. (2023). Sensing privacy: Extending consumer privacy research through a consumer culture theory approach. Marketing Theory, 0(0).

Latest publications