Biography
Jasmiina is a PhD candidate in marketing at Edinburgh Napier University. Her research interests lie in contemporary societal issues related to consumer behaviour and marketing. Her current research focuses on consumer behaviour, body image, beauty culture and social media as she explores how Instagram influences cosmetic surgery and non-surgical procedure consumption decision making of Generation Z women.
Jasmiina specialises in qualitative research methods, including digital and novel visual research methods, which reveal how emerging behaviours in digital spaces are shaping marketplace behaviours. She is interested in challenging existing theoretical and methodological paradigms to have social, cultural and/or economic impact.