Miralem Helmefalk

Miralem Helmefalk serves as a Senior Lecturer at the Department of Marketing and Tourism Studies within the School of Business and Economics at Linnaeus University. His academic profile bridges theoretical marketing concepts with practical applications in sustainability, technology, and consumer behavior.

Dr. Helmefalk completed his doctoral studies at Linnaeus University in 2017 with his dissertation titled 'Multi-sensory cues in interplay and congruency in a retail store context: Consumer emotions and purchase behaviors,' establishing his foundation in sensory marketing research.

His research centers on three interconnected pillars: consumer psychology and sensory marketing, examining how multisensory stimuli influence emotional responses and purchasing decisions; gamification, investigating strategic implementation of game mechanics to enhance user experiences; and service research within the Service-Dominant Logic framework, focusing on service ecosystems and customer engagement dynamics. These streams converge in his applied work on sustainable solutions, where he explores how marketing principles can promote recycling behaviors and environmental consciousness. His recent work demonstrates a clear evolution from traditional sensory studies toward innovative applications of gamification in sustainability contexts.

Dr. Helmefalk's publication output shows strong interdisciplinary reach across marketing, sustainability, and technology domains. Recent work spans esports business models, gamified recycling systems, sensory brand congruence frameworks, and machine learning applications in gamification. His research demonstrates practical relevance while maintaining theoretical rigor, with publications in journals such as Journal of Media Business Studies, Circular Economy and Sustainability, and Waste Management.

As an educator, Dr. Helmefalk teaches diverse courses including Gamification, Sensory Marketing, Retail Management, Method Courses, E-commerce, Digital Marketing, and New Technology in Marketing. He is recognized for creative teaching approaches that integrate theoretical concepts with real-world applications through experiential learning.

Dr. Helmefalk actively leads research projects including 'Collaboration towards a gamified waste sorting house' which investigates whether waste sorting can be made enjoyable through gamification, and 'Social cues for environmental messaging in tourist destinations' which examines how social attention mechanisms can enhance environmental communication in tourism contexts. His collaborative network spans international organizations and researchers across multiple disciplines, reflecting his commitment to interdisciplinary scholarship with practical societal impact.