Apulaisprofessori (tenure track) Joel Mero

E-mail: Joel.Mero@lut.fi
ORCID ID: 0000-0002-8353-562X (Go to ORCID profile)
Uploaded on: 28/04/2020

Current Organisation
International Marketing (IM) (Superior organisation: LUT School of Business and Management)

Joel (Järvinen) Mero acts as an Assistant Professor of Digital Marketing (2018-) at LUT School of Business and Management. His expertise focuses on the use of new technologies, data-driven marketing and customer-oriented business logic. Mero received his Doctor of Science degree at University of Jyväskylä in 2016. His thesis, "The Use of Digital Analytics for Measuring and Optimizing Digital Marketing Performance," was nominated as the Best Dissertation at University of Jyväskylä in 2017.

Mero is an experienced researcher, teacher and speaker on digital marketing. His research has been published in prestigious academic journals, and he has been awarded the Best Paper Award by Industrial Marketing Management journal in 2017 (together with Heikki Karjaluoto). Mero has experience of multiple Tekes-funded research projects related to digital marketing. He pursues active international research collaboration and has acted as a visiting scholar at University of Hull in UK and Edith Cowan University in Australia.

Mero is currently teaching digital marketing courses at Master's Programme in International Marketing Management (MIMM). Previously, Mero has acted as the coordinator of a Digital Marketing and Corporate Communication Master's Programme at University of Jyväskylä. He has also extensive guest lecturing experience at a number of different universities and institutions, such as Avance Exevutive MBA, KATAJA doctoral programme, University of Helsinki, University of Oulu, University of Turku and University of Vaasa.

Besides academic merits, Mero is an active influencer in the business sector and his mission is to bridge the gap between marketing academia and practice. He is an invited speaker in many business seminars and has participated in content creation of various businesses via blog posts, whitepapers, webinars. Mero’s research is focused on topics that are relevant to managerial decision making and he is always open for collaboration with all kinds of organizations.

Research Interest
Digital marketing
The use of new technologies in marketing
Data-driven marketing
Customer-oriented business logic
Marketing performance measurement and analytics

Teaching Experience
Teaching experience on Bachelor, Master, MBA and Doctoral level at numerous different institutions.

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Antecedents of Market Orientation in The Banking Sector During Its Digital Transformation (2019)
A4 Conference proceedings
Haapio Hannele, Karjaluoto Heikki, Mero Joel
Bled Econference
32nd Bled eConference Humanizing Technology for a Sustainable Society
Effectual and causal reasoning in the adoption of marketing automation (2019)
A1 Journal article (refereed), original research
Mero Joel, Tarkiainen Anssi, Tobon Juliana
Industrial Marketing Management
The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector (2018)
A1 Journal article (refereed), original research
Mero Joel
Electronic Markets
Digitaalisen markkinointiviestinnän tehokkuusmittariston rakentaminen (2017)
A3 Book section, chapters in research books
Järvinen Joel
Procomma Academic
Mitattava viestintä : ProComma Academic 2017
A firm’s activity in social media and its relationship with corporate reputation and firm performance (2016)
A3 Book section, chapters in research books
Karjaluoto Heikki, Mäkinen Hanna, Järvinen Joel
Lecture notes in information systems and organisation
Blurring the Boundaries Through Digital Innovation : Individual, Organizational, and Societal Challenges
Consumer Acceptance and Use of Instagram (2016)
A4 Conference proceedings
Järvinen Joel, Ohtonen Roope, Karjaluoto Heikki
Proceedings of the Annual Hawaii International Conference on System Sciences
Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS 2016)
Harnessing marketing automation for B2B content marketing (2016)
A1 Journal article (refereed), original research
Järvinen Joel, Taiminen Heini
Industrial Marketing Management
The use of digital analytics for measuring and optimizing digital marketing performance (2016)
G5 Doctoral dissertation (article)
Järvinen Joel
Jyväskylä Studies in Business and Economics
The use of Web analytics for digital marketing performance measurement (2015)
A1 Journal article (refereed), original research
Järvinen Joel, Karjaluoto Heikki
Industrial Marketing Management
Demonstrating the Impact of E-Marketing on Industrial Sales (2014)
A4 Conference proceedings
Mero Joel, Karjaluoto Heikki
Bled Econference
Proceedings of the 27th Bled eConference ""eEcosystems""

Digital Marketing
New technologies

Last updated on 2020-28-04 at 05:02