Miralem Helmefalk

Miralem Helmefalk is an assistant professor at the Department of Marketing and Tourism Studies at the School of Business and Economics, Linnaeus University. His research emphasizes the three pillars of his research interests, which are: (1) consumer psychology (sensory marketing), (2) gamification, and (3) service research (SDL) (service ecosystems/customer engagement). Examples of his research include how multisensory stimuli affect consumers' emotions and purchasing behaviors, as well as how gamification can be used to enhance experiences in various contexts. He is also interested in using marketing theories to promote sustainable solutions and recycling, as well as exploring how AI and machine learning can be applied in tourism and sensory marketing.

Miralem publishes and reviews articles in international journals and is active in various research projects, most recently "Collaboration towards a gamified waste sorting house" and "Social cues for environmental messaging in tourist destinations," among others. He collaborates with (inter)national organizations, researchers, and networks in various contexts.

In addition to his research and collaboration, Miralem teaches several different courses (Gamification, Sensory Marketing, Retail Management, Method Courses, E-commerce, Digital Marketing, New Technology in Marketing, etc.) and programs, and strives to find creative ways to conduct teaching.