Johanna Horppu

I am a marketing researcher and currently work as a Postdoctoral Research Fellow at the Tampere Institute for Advanced Study for the 2026-2028 term. I conduct research in the field of cultural consumer research as part of the Customer-Oriented Marketing Research Group. My research focuses on the relationships between consumers, data, and technologies, as well as the ethical use of technology and data in marketing.

My current research examines how marketing structurally contributes to the creation of digital excess and waste, and the consequences this has for individuals, society, and the environment.

In my doctoral dissertation, I explored consumers' sense of privacy and how it emerges within broader sociocultural and sociomaterial contexts.

My research aims to generate in-depth consumer understanding by drawing on theories from digital sociology, science and technology studies, and media studies, while employing qualitative and creative research methods.

interpretative consumer research, digital technologies, consumer privacy, consumer data, qualitative methods