معرفی
Hanna Hjalmarson, a Lecturer at the Department of Business Administration (Stockholm Business School), specializes in consumer behavior, advertising, public relations, and research methods. She is affiliated with the DIISS research group (Digitalization, Innovation, Internationalization, Sustainability, Service) and focuses on how family, media, and peer influences shape consumption patterns and well-being in young consumers.
- Consumer socialization dynamics
- Healthcare marketing analysis
- Media impact on pandemic compliance
- Questionnaire response styles research
Her publications examine celebrity endorsements, green marketing, cause-related campaigns, and sensory marketing. Key themes include brand attitude mediation, materialism's psychological effects, and sustainable communication strategies.
- 2016: Introduced "attitude toward the endorsement" as mediation variable
- 2012: Analyzed green certifications' consumer impact
- 2010: Demonstrated trivial attributes' sensory influence
- 2007: Explored materialism's life satisfaction connections
She also investigates political marketing through local association collaborations (2007) and reviews Nordic advertising/PR research frameworks from 2000-2011, highlighting methodological challenges and interdisciplinary opportunities.
