Vilma Luoma‐aho
Biographic Data
| ID | 3594193 |
|---|---|
| NAME | Vilma Luoma‐aho |
| GIVEN NAMES | Vilma |
| FAMILY NAME | Luoma‐aho |
| SIGNATURE | AHO V L |
| AFFILIATIONS | University of Jyväskylä |
| ORCID | 0000-0003-1316-3725 |
| VERIFIED | Yes |
| TOTAL WORKS | 17 |
| TOTAL CITATIONS | 19 |
| WORKS AS AUTHOR | 17 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2008 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Communication hijacking
Purpose As the polarized information environment and technological advancements, such as artificial intelligence, enable the creation and spread of malicious content online, strategic communication can be misused in unpredictable ways. This paper addresses an emerging, urgent challenge to organizational legitimacy by analyzing the phenomenon of communication hijacking as a technique of dark strategic communication and providing three illustrative…
Greenwashing, Bluewashing, Pinkwashing, and 50 Shades of Washings in Strategic Financial Communication
Understanding behavioral and psychological predictors of social media misinformation sharing gratifications among emerging adults across four countries
Understanding the mechanisms behind emerging adults’ (18-30) misinformation sharing motivations is essential in combating misinformation, yet such understanding remains limited on a global scale. This study explores social media misinformation sharing gratifications and their behavioral and psychological predictors among emerging adults in Finland (n = 482), Singapore (n = 485), Australia (n = 464) and US (n = 420). Across four countries, misinfo…
A revised digital media–arena framework guiding strategic communication in digital environments
Purpose This paper refines the Digital Media–Arena (DMA) framework to address the diversity of stakeholders contributing to the production, (re)appropriation and (re)distribution of organisational messages in digital environments. It also presents a case analysis for the purpose of demonstrating the applicability of the revised conceptual framework to a critical situation. Design/methodology/approach Grounded in key public relations, corporate co…
Trust but verify? Examining the role of trust in institutions in the spread of unverified information on social media
This study aims to investigate the association between trust in institutions and the reasons for sharing unverified information on social media. Specifically, this study explores the role of perceived self-efficacy in detecting misinformation and the motivation to authenticate information in online contexts. We draw on a sample of 2600 respondents, mainly Generation Z and Millennials (ages between 15 and 30). The findings show a blinding side of …
Alert but somewhat unaligned
Purpose During the COVID-19 pandemic, public sector organisations produced thousands of social media messages weekly answering citizens questions and informing the public on safety related matters. The purpose of this study was to investigate how the pandemic shaped social media listening in Finland's public sector organisations and how these organisations aligned their listening and strategic communication to address emerging questions, news (re…
Civil Society Networks and Malaysian Government Reform
While communication research on interorganizational homophily has grown, little is known about how issue homophily—defined here as the propensity to form ties based on shared issue priorities—influences interorganizational relationships in civil society. Our theoretical framework brings together homophily research and issue niche theory to explore the potential influence issues have on interorganizational network tie formation. Our empirical case…
The Role of Social Media Influencers in Public Health Communication
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations giv…
The brighter side of materialism
Making and breaking relationships on social media
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moder…
Generation Z and Organizational Listening on Social Media
Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build …
“Thanks for watching”. The effectiveness of YouTube vlogendorsements
Evolution of strategy narration and leadership work in the digital era
This paper examines the evolution of strategy narration, contributing to ongoing discussions in this field. Our empirical data, gathered from a large Finnish co-operative bank, cover three decades. According to our findings, digitalisation has brought about an epoch change in strategy narration, as top management has strongly adopted digital media in their leadership work, which has replaced ‘traditional’ face-to-face strategy meetings and public…
Primed Authenticity
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different man…
Transparency for Sponsored Content
As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 code…
Stakeholder relations as social capital in early modern international trade
Stakeholder relations that are available through networks of various sorts are one benefit from social capital. According to the stakeholder approach to organisations, those relationships that contain most of the important attributes – such as power, legitimacy, frequency of contact and urgency – hypothetically dominate the business environment. This has caused modern corporations to view chiefly the dominant stakeholders as important. This study…
Transparency for Sponsored Content
As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 code…
The Role of Social Media Influencers in Public Health Communication
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations giv…
Stakeholder relations as social capital in early modern international trade
Stakeholder relations that are available through networks of various sorts are one benefit from social capital. According to the stakeholder approach to organisations, those relationships that contain most of the important attributes – such as power, legitimacy, frequency of contact and urgency – hypothetically dominate the business environment. This has caused modern corporations to view chiefly the dominant stakeholders as important. This study…
Evolution of strategy narration and leadership work in the digital era
This paper examines the evolution of strategy narration, contributing to ongoing discussions in this field. Our empirical data, gathered from a large Finnish co-operative bank, cover three decades. According to our findings, digitalisation has brought about an epoch change in strategy narration, as top management has strongly adopted digital media in their leadership work, which has replaced ‘traditional’ face-to-face strategy meetings and public…
Primed Authenticity
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different man…
Stakeholder relations as social capital in early modern international trade
Stakeholder relations that are available through networks of various sorts are one benefit from social capital. According to the stakeholder approach to organisations, those relationships that contain most of the important attributes – such as power, legitimacy, frequency of contact and urgency – hypothetically dominate the business environment. This has caused modern corporations to view chiefly the dominant stakeholders as important. This study…
Transparency for Sponsored Content
As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 code…
“Thanks for watching”. The effectiveness of YouTube vlogendorsements
Evolution of strategy narration and leadership work in the digital era
This paper examines the evolution of strategy narration, contributing to ongoing discussions in this field. Our empirical data, gathered from a large Finnish co-operative bank, cover three decades. According to our findings, digitalisation has brought about an epoch change in strategy narration, as top management has strongly adopted digital media in their leadership work, which has replaced ‘traditional’ face-to-face strategy meetings and public…
Primed Authenticity
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different man…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moder…
Generation Z and Organizational Listening on Social Media
Young people are avid users of social media and have appeared as a powerful force for social change, as shown by the ranks of those who have joined Greta Thunberg in the global climate movement. In addition to challenging political institutions and governments, young people today are also holding the corporate world accountable. To respond to young people’s expectations, brands, and organizations have turned to social media to interact and build …
Making and breaking relationships on social media
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of…
Civil Society Networks and Malaysian Government Reform
While communication research on interorganizational homophily has grown, little is known about how issue homophily—defined here as the propensity to form ties based on shared issue priorities—influences interorganizational relationships in civil society. Our theoretical framework brings together homophily research and issue niche theory to explore the potential influence issues have on interorganizational network tie formation. Our empirical case…
The Role of Social Media Influencers in Public Health Communication
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations giv…
The brighter side of materialism
Alert but somewhat unaligned
Purpose During the COVID-19 pandemic, public sector organisations produced thousands of social media messages weekly answering citizens questions and informing the public on safety related matters. The purpose of this study was to investigate how the pandemic shaped social media listening in Finland's public sector organisations and how these organisations aligned their listening and strategic communication to address emerging questions, news (re…
A revised digital media–arena framework guiding strategic communication in digital environments
Purpose This paper refines the Digital Media–Arena (DMA) framework to address the diversity of stakeholders contributing to the production, (re)appropriation and (re)distribution of organisational messages in digital environments. It also presents a case analysis for the purpose of demonstrating the applicability of the revised conceptual framework to a critical situation. Design/methodology/approach Grounded in key public relations, corporate co…
Trust but verify? Examining the role of trust in institutions in the spread of unverified information on social media
This study aims to investigate the association between trust in institutions and the reasons for sharing unverified information on social media. Specifically, this study explores the role of perceived self-efficacy in detecting misinformation and the motivation to authenticate information in online contexts. We draw on a sample of 2600 respondents, mainly Generation Z and Millennials (ages between 15 and 30). The findings show a blinding side of …
Understanding behavioral and psychological predictors of social media misinformation sharing gratifications among emerging adults across four countries
Understanding the mechanisms behind emerging adults’ (18-30) misinformation sharing motivations is essential in combating misinformation, yet such understanding remains limited on a global scale. This study explores social media misinformation sharing gratifications and their behavioral and psychological predictors among emerging adults in Finland (n = 482), Singapore (n = 485), Australia (n = 464) and US (n = 420). Across four countries, misinfo…
Communication hijacking
Purpose As the polarized information environment and technological advancements, such as artificial intelligence, enable the creation and spread of malicious content online, strategic communication can be misused in unpredictable ways. This paper addresses an emerging, urgent challenge to organizational legitimacy by analyzing the phenomenon of communication hijacking as a technique of dark strategic communication and providing three illustrative…
Greenwashing, Bluewashing, Pinkwashing, and 50 Shades of Washings in Strategic Financial Communication
Political science (12 works) · Business (8 works) · Public relations (8 works) · Social media (8 works) · Digital Marketing and Social Media (7 works) · Media Influence and Health (7 works) · Psychology (7 works) · Public Relations and Crisis Communication (7 works) · Sociology (7 works) · Advertising (6 works)