Dr Ioanna Yfantidou

Liverpool Business School

Dr. Ioanna Yfantidou is Senior Lecturer in Marketing. Her research is focused on green/social marketing, cause-related marketing, business ethics and CSR, using a range of research tools such as GSR, Facial Expression Recognition, eye-tracking and EEG. She has worked on numerous projects in the UK, Greece, Italy, Austria and Bulgaria. Her most recent project explores the impact of packaging design in consumer attention, selection and purchase intention.

She hold a Ph.D in Neuromarketing and a PostDoc in Sustainable Entrepreneurship. She received three EU Research Grants about research projects related to green advertising, website evaluation, ecotourism and an e-COST grant for a research project about Circular Economy and Sustainable Food Supply Chains.

Accepting PhDs in the following fields: CSR, digital marketing, green advertising, cause-related marketing.


Academic appointments
Senior Lecturer, Liverpool Business School, Liverpool John Moores University, 2020 - present
Assistant Professor, Business School, American University in Bulgaria 2018-2020
Research Officer, University of Huddersfield, UK, 2017-2018
Researcher, Aristotle University of Thessaloniki 2015-2017 and 2018-2019

Languages

Greek, Modern (1453-)
German
Italian

Degrees

Aristotle University of Thessaloniki, Greece, PostDoc
Aristotle University of Thessaloniki, Greece, PhD
University of Manchester, United Kingdom, MSc
Aristotle University of Thessaloniki, Greece, BSc

Certifications

The Chartered Association of Business Schools, CMBE
Advance HE, External Examiner
Staff and Educational Development Association (SEDA), PG Cert in Academic Practice
Advance HE, FHEA
Chartered Institute of Marketing, MCIM
British Academy of Management, United Kingdom, MBAM

Academic appointments

Senior Lecturer, Liverpool Business School, Liverpool John Moores University, 2020 - present
Assistant Professor, Business School, American University in Bulgaria, 2018 - 2020
Researcher, University of Huddersfield, 2017 - 2018
Tutor, Aristotle University of Thessaloniki, 2015 - 2016

Postgraduate training

Training on printed publications and desktop publishing, Greece, Aristotle University of Thessaloniki, 2017 - 2017
Google Analytics & Social media advertising, Greece, University of Macedonia, 2013 - 2013

Highlighted publications

Mohammed A, Goodman W, Yfantidou I. 2022. The impact of airlines’ policies during COVID-19 on travellers’ repurchase intentions: the case of Aegean Airlines International Journal of Tourism Policy, 12 :133-159 DOI Publisher Url Public Url

Yfantidou I, Grncarov M. 2021. Influencer Marketing in the Make-up Industry Martínez-López F, Lopez D. :1-15 Springer Cham 9783030765194 DOI Publisher Url Public Url

Tsourvakas G, Yfantidou I. 2018. Corporate social responsibility influences employee engagement Social Responsibility Journal, 14 :123-137 DOI Publisher Url Public Url

Journal article

Georgiadis K, Kalaganis FP, Riskos K, Matta E, Oikonomou VP, Yfantidou I, Chantziaras D, Pantouvakis K, Nikolopoulos S, Laskaris NA, Kompatsiaris I. 2023. NeuMa - the absolute Neuromarketing dataset en route to an holistic understanding of consumer behaviour Scientific Data, 10 DOI Author Url Publisher Url Public Url

Yfantidou I. 2023. An evaluation of the websites of sustainable tourism websites. An eye tracking experiment 11th International Conference on Contemporary Marketing Issues Conference Proceedings, :150-160 Publisher Url

Mohammed A, Goodman W, Yfantidou I. 2022. The impact of airlines’ policies during COVID-19 on travellers’ repurchase intentions: the case of Aegean Airlines International Journal of Tourism Policy, 12 :133-159 DOI Publisher Url Public Url

Georgakarakou C, Riskos K, Tsourvakas G, Yfantidou I. 2020. What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products International Journal of Technology Marketing, 14 DOI Publisher Url Public Url

Yfantidou I, Riskos K, Tsourvakas G. 2018. Advertising message strategy analysis for award-winning digital ads International Journal of Technology Marketing, 12 DOI Publisher Url Public Url

Tsourvakas G, Yfantidou I. 2018. Corporate social responsibility influences employee engagement Social Responsibility Journal, 14 :123-137 DOI Publisher Url Public Url

Conference publication

Yfantidou I, Scaife R. 2023. Why Did The Home-Based Business Model Flourish On Instagram During The COVID-19 Lockdown In The UK? International Conference of Contemporary Marketing Issues, ICCMI Public Url

Yfantidou I, Riskos K, Tsourvakas G. 2022. Can Eye Trackers and EEG Be Used by Small-Medium Marketing and Advertising Agencies? A Qualitative Study Springer Proceedings in Business and Economics, :164-170 DOI Publisher Url Public Url

Yfantidou I, Grncarov M. 2021. Influencer Marketing in the Make-up Industry Springer Proceedings in Business and Economics, :1-15 DOI Publisher Url

Tsourvakas G, Georgakarakou C, Riskos K, Yfantidou I. 2019. The impact of green agricultural product packaging features on consumers’ reactions and buying behaviors: An eye-tracking exploratory study 7th International Conference on Contemporary Marketing Issues Conference Proceedings ICCMI 2019, 7th International Conference of Contemporary Marketing Issues :105-119 Author Url Publisher Url

Yfantidou I, Tsourvakas G. Advertising message strategy analysis for award winning digital ads International Conference of Research in Advertising

Yfantidou I, Hatzithomas L, Tsourvakas G. International green advertising practices: A longitudinal study of Clio award winning advertisements International Conference of Contemporary Marketing

Chapters

Yfantidou I, Grncarov M. 2021. Influencer Marketing in the Make-up Industry Martínez-López F, Lopez D. :1-15 Springer Cham 9783030765194 DOI Publisher Url Public Url

Highlighted activities

Research Grants Awarded:

CANCER RESEARCH UK, Developing multimodal data-driven art-inspired bowel cancer-screening promotion messages, Grant value (£): 87,118.51, Duration of research project: 12. 2023

Professional activities

Research Grants Awarded:

CANCER RESEARCH UK, Developing multimodal data-driven art-inspired bowel cancer-screening promotion messages, Grant value (£): 87,118.51, Duration of research project: 12. 2023

Hellenic Foundation for Research and Innovation, Development of novel neuromarketing data-driven breast cancer screening promotion messages, Grant value (£): 139,960, Duration of research project: 24. 2023

Hellenic Foundation for Research and Innovation, Enhancing user interactivity of tourism SMEs’ websites as a means to successfully promote ecotourism, Grant value (£): 95,276, Duration of research project: 24. 2020

European Regional Development Fund of the European Union and Greek National Funds through the Operational Program Competitiveness, Entrepreneurship and Innovation, A multimodal system for the evaluation of advertisements’, Grant value (£): 665,010, Duration of research project: 36. 2020

eCOST, Rethinking packaging for circular and sustainable food supply chains of the future, Grant value (£): 5,800,000, Duration of research project: 36. 2019

European Union (European Social Fund – ESF) through the Operational Program ‘Human Resources Development, Education and Lifelong Learning 2014–2020, Green entrepreneurship as a means to support Greek economy amid financial crisis. Usability testing of green products’ packaging with a view to create an environmental online marketing business model, Grant value (£): 56,350, Duration of research project: 24. 2018

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