University of Jyväskylä | Finland
Mitra Salimi is a marketing researcher specializing in consumer behavior, brand management, and business sustainability, with a strong focus on bridging academic insights and real-world impact. Her research explores artificial intelligence in sustainable marketing, brand crisis communication, social media dynamics, and biodiversity-respectful consumption. She also serves as a data analyst in the interdisciplinary BIODIFUL project, funded by the Academy of Finland, which examines the role of leadership in advancing sustainability and planetary well-being. Through her work, she aims to generate actionable insights that help organizations understand evolving customer expectations, respond to emerging market trends, and adopt more sustainable and responsible business practices.
Featured Publications
"Towards consumer behavior that prevents nature loss - How do risk perception and perception of the effectiveness of actions promote consumer action?", H Rouhiainen, MM Salimi, O Uusitalo, Kulutustutkimus. Nyt 18 (1-2), 2024.
"Artificial intelligence-assisted sustainable marketing: Contribution and agenda for research", J Do, O Uusitalo, M Skippari, M Salimi, Proceedings of the European Marketing Academy, 2023.
"Consumption and planetary well-being", J Do, M Salimi, S Baumeister, M Sarja, O Uusitalo, TA Wilska, Interdisciplinary perspectives on planetary well-being, 2023.
"To Forgive or Not? Consumers’ Responses to Brand Transgression", M Salimi, O Uusitalo, O Niininen, J Munnukka, American Marketing Association, 2023.
"Greenwashing and Social Media: An Examination of Consumer Responses on Twitter", M Salimi, F Tuscolano, O Niininen, O Uusitalo, Academy of Marketing Science.