Irina Dimitrova

Irina Dimitrova is a Senior Lecturer in the Department of Economics, Geography, Law and Tourism (EJT) at Mid Sweden University, Sundsvall, specializing in Business Administration. She holds a Doctor of Philosophy degree and teaches undergraduate courses including Organization and Leadership (7.5 credits, distance learning) and Marketing (7.5 credits).

Education

• Doctor of Philosophy

Research Focus

Dimitrova's research centers on marketing and finance within digital banking, with emphasis on customer behavior regarding digital payment methods and cashless society transitions. She investigates adoption barriers and enablers through projects analyzing Swedish bank customers' perspectives, employing methodologies like netnography to explore virtual environments including the Metaverse. Her work bridges consumer psychology with emerging financial technologies.

Publication Trends

Her 2019-2025 publications reveal consistent focus on digital payment adoption, evolving from foundational barrier analysis to AI/Metaverse applications. Collaborating primarily with Öhman and Yazdanfar, she publishes in journals like Internet Research and Journal of Consumer Behaviour, with increasing interdisciplinary exploration of virtual-reality banking experiences and cross-platform payment behaviors.