Ieva Andersone

Ieva Andersone serves as Associate Professor and Director of Study Programs at the Institute of Economics and Entrepreneurship within Riga Technical University's Faculty of Engineering Economics and Management. With over 20 years of academic experience and a 2012 doctorate in economics (thesis: 'Consumer behavior in the market in the context of entrepreneurial decision-making'), she leads the master's program in Entrepreneurship and Management.

Her research centers on marketing dynamics and consumer behavior evolution, with particular expertise in digital marketing impacts, generational consumption patterns, and branding strategies. Recent work examines pandemic-driven behavioral shifts across generations X/Y, influencer marketing efficacy, and masculinity representations in advertising through qualitative digital engagement analysis.

Article trends reveal consistent focus on real-world marketing applications: 66% address pandemic-era consumer adaptation (2020-2022), while 2024 publications pivot to digital strategy optimization in specialized retail contexts. Methodologically, her work combines conference proceedings with multi-country collaboration.

Administratively, she contributes to ERASMUS+ project 'Study process organization according to business principles' (2019-2022) as Scientific Assistant. Professional profiles are maintained via ORCID, SCOPUS, ResearchGate, and LinkedIn.