University of Jyväskylä | Finland
Ms. Mitra Salimi is a marketing researcher at University of Jyväskylä in Finland, specializing in consumer behaviour, brand management, and sustainable business practices. She holds a Doctor of Science, Economics and Business Administration partly completed at Jyväskylä University, an EMBA from the University of Tehran, and a bachelor’s degree in English Language Translation from Imam Khomeini International University, Iran. Her work connects academic research and practical impact, focusing on themes such as artificial-intelligence–assisted sustainable marketing, brand crisis communication, social media dynamics, sustainability communication, biodiversity-respectful consumption, and business sustainability. As a data analyst in the interdisciplinary BIODIFUL project funded by the Academy of Finland, she contributes to research on leadership’s role in advancing sustainability and planetary well-being. Her publication record includes journal articles, conference papers and book chapters - covering topics like brand self-concept congruence, sustainable consumption, and AI-supported marketing. According to her publicly available profile, she currently has an h-index of 2, with total citation counts around 33. Despite being early in her academic career, her documented contributions already demonstrate a commitment to bridging theory and practice in sustainable marketing and consumer research.
Profile: Orcid
Featured Publication
Salimi, M., Tuscolano, F., Niininen, O., & Uusitalo, O. (2025). The role of social media in exposing greenwashing: Consumer sentiments and discussions. Corporate Social Responsibility and Environmental Management.