Dr Ioanna Yfantidou
Liverpool Business School
Faculty of Business and Law
Email: I.Yfantidou@ljmu.ac.uk
Telephone: 0151 904 6984
ORCID
Dr Ioanna Yfantidou is Senior Lecturer in Marketing. Her research is focused on health marketing, green/social marketing, cause-related marketing, digital advertising, 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, France, 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 four EU Research Grants about research projects related to green advertising, website evaluation, ecotourism, and breast cancer screening advertising; one CANCER RESEARCH UK Grant about a research project that looks into bowel cancer screening promotion messages; and an e-COST grant for a research project about Circular Economy and Sustainable Food Supply Chains.
Dr Yfantidou is a Certified Management and Business Educator (CMBE) and member of the Chartered Institute of Marketing (CIM) and the British Academy of Management (BAM). She is also Fellow of Advance HE and certified External Examiner.
Accepting PhDs in the following fields: neuromarketing, CSR, digital marketing, green advertising, cause-related marketing.
Education
PostDoc - Enhancing user interactivity of tourism SMEs’ websites as a means to successfully promote ecotourim (2023). - Aristotle University of Thessaloniki, Greece
PostDoc – Marketing business models to boost green entrepreneurship (2020) - Aristotle University of Thessaloniki, Greece
PhD – Marketing Communications and Corporate Social Responsibility (2018) - Aristotle University of Thessaloniki, Greece
Thesis: "A Neuromarketing perspective of green advertising. The influence of environmental advertising appeals and CSR to consumers".
MSc - Corporate Communications and Reputation Management (2011) - The University of Manchester – Manchester Business School
I was awarded a scholarship by the National Scholarship Foundation of Greece for my Master's degree.
BSc - Journalism and Media Communications - Aristotle University of Thessaloniki, Greece
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
2023, Aristotle University of Thessaloniki, Greece, PostDoc - Marketing business models to boost green entrepreneurship
2018, Aristotle University of Thessaloniki, Greece, PhD
2011, University of Manchester, United Kingdom, MSc
2009, 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
The Qualitative Case Study in Business and Management Research, United Kingdom, University of Leeds, 2024 - 2024
Digital Transformation in Learning - Đigi:Đổi Consortium Showcase, United Kingdom, Liverpool John Moores University, 2024 - 2024
Structural Equation Modelling in R, United Kingdom, University of Cambridge, 2022 - 2022
Becoming an Education-Focused Professor Development Programme, United Kingdom, British Academy of Management, 2022 - 2022
Aurora Women’s Leadership Programme, United Kingdom, Advance HE, 2022 - 2022
Invigilation Training, United Kingdom, Liverpool John Moores University, 2021 - 2021
External Examiner, United Kingdom, Advance HE, 2021 - 2021
University Personal Tutoring Training & Information Sessions, United Kingdom, Liverpool John Moores University, 2021 - present
Postgraduate Certificate in Academic Practice, United Kingdom, Liverpool John Moores University, 2020 - 2021
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
Yfantidou I, Palace M, Santos Barea C, von Wagner C, Srivastava M, Smith J. 2024. Eye tracking data of white individuals' movements when looking at bowel cancer promotion messages DOI Publisher Url Public Url
Yfantidou I. 2024. Eye tracking data for website design of Ecotourism related SMEs DOI Publisher Url Public Url
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, 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
Tsourvakas G, Yfantidou I. 2018. Corporate social responsibility influences employee engagement Social Responsibility Journal, 14 :123-137 DOI Publisher Url Public Url
Yfantidou I, Scaife R. Best Paper Award - ICCMI 2022
Yfantidou I, Skandali D. Exploring the Impact of Cognitive Dissonance on Women's Intentions to Pursue Breast Cancer Screening Corporate Communications: An International Journal, DOI
Dataset
Yfantidou I, Palace M, Santos Barea C, von Wagner C, Srivastava M, Smith J. 2024. Eye tracking data of white individuals' movements when looking at bowel cancer promotion messages DOI Publisher Url Public Url
Yfantidou I, Palace M, Srivastava M, Santos Barea C, Von Wagner C. 2024. Eye tracking data of South East Asian individuals' movements when looking at bowel cancer promotion messages DOI Publisher Url Public Url
Yfantidou I. 2024. Eye tracking data for website design of Ecotourism related SMEs DOI Publisher Url Public Url
Conference publication
Yfantidou I, Tsourvakas G, Oikonomou E, Kompatsiaris I. 2024. Consumer response to different discount sales promotional messages. An eye tracking and EEG experiment Proceedings of The 2024 32nd European Signal Processing Conference (EUSIPCO), 2024 32nd European Signal Processing Conference (EUSIPCO) DOI Publisher Url Public Url
Yfantidou I, Skandali D. 2024. Breast cancer screening advertisements: What element is more persuasive? 22nd International Conference on Research in Advertising Conference Proceedings, 22nd International Conference on Research in Advertising, ICORIA 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, 11th International Conference on Contemporary Marketing Issues :150-160 Publisher Url Public Url
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 Public 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
Palace M, Santos Barea C, Yfantidou I, Wagner C. Developing Multimodal Data-Driven Art-Inspired Cancer-Screening Promotion Messages (Oral Presentation) The Asian Conference on Psychology & the Behavioral Sciences (ACP2024)
Skritsovali K, Neary K, Yfantidou I, Hyslop K. Exploring the Complexities of Field-based Experiential Learning for Sustainable Development: Opportunities and Challenges Symposium on Sustainable Development in Business Education Programmes
Skritsovali K, Neary K, Yfantidou I, Hyslop K. Education Beyond the Classroom. Cultivating Sustainability Learning and Scaffolding Psychological Capital Development Through UG Field Trips Symposium on Sustainable Development in Business Education Programmes
Poster
Palace M, von Wagner C, Srivastava M, Smith J, Santos Barea C, Stoffel S, Yfantidou I, Rowley S, Tripathi R. 2024. Developing Multimodal Data-driven Art-inspired Bowel Cancer Screening Promotion Images: An International Pilot Study North West Cancer Research Symposium 2024 Author 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
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
Tsourvakas G, Riskos K, Yfantidou I. 2017. Advertising awards: A message strategy analysis of digital ads. International Journal of Technology Marketing, 12 :1-1 DOI Publisher Url
Yfantidou I. Consumer attitude towards cause-related advertising: An eye-tracking experiment DOI Author Url Publisher Url Public Url
Yfantidou I, Larbi Cherif S. Investigating Corporate Social Responsibility in the UK Retail Sector Postgraduate Journal of Management Research, 2
Yfantidou I, Skandali D. Exploring the Impact of Cognitive Dissonance on Women's Intentions to Pursue Breast Cancer Screening Corporate Communications: An international journal, Public Url
Yfantidou I, Skandali D. Resonating Messages: A Mixed-Methods Investigation of Breast Cancer Screening Advertisements Corporate Communications: An International Journal, DOI Public Url
Yfantidou I, Skandali D. Exploring the Impact of Cognitive Dissonance on Women's Intentions to Pursue Breast Cancer Screening Corporate Communications: An International Journal, DOI
Chapters
Yfantidou I, Riskos K, Tsourvakas G. 2022. Can Eye Trackers and EEG Be Used by Small-Medium Marketing and Advertising Agencies? A Qualitative Study Advances in Digital Marketing and eCommerce :164-170 Springer Nature DOI
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
Thesis/Dissertation
Yfantidou I. 2018. neuromarketing perspective of green advertising. The influence of environmental advertising appeals and CSR to consumers. Tsourvakas G.
Other
Yfantidou I, Scaife R. Best Paper Award - ICCMI 2022
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
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
Professional activities
Other Professional Activity:
Faculty Trained Observer. 2025
Attended the 'The Qualitative Case Study in Business and Management Research' training session at the University of Leeds, organised by NARTI., https://narti.org.uk/event/803/. 2024
Attended the British Council Digital Transformation in Learning - Đigi:Đổi Consortium Showcase and learnt how digital transformation in higher education has been developing in the UK and Vietnam over the last two years.. 2024
Preparing for Impact Success Organised by Hive Impact Academy, UK, https://hivve.tech/products/impactecosystem/impactacademy/. 2024
Advance HE Aurora Women’s Leadership Programme.. 2022
Aurora Women's Leadership Programme, http://www.advance-he.ac.uk/programmes-events/aurora. 2022
Women in Readership Symposium Liverpool John Moores University. 2022
International Mobility Coordinator for Liverpool Business School. 2021
Google Analytics & Social media advertising, organised by the University of Macedonia, Greece.. 2017
Training on printed publications and desktop publishing, organised by Aristotle University of Thessaloniki, Greece.. 2013
Public engagement:
Public talk or lecture, One staff development session and three lectures to PG students at IPAG University in Paris., Invited speaker, IPAG University, Paris, France, Exploring the Boundaries of Neuromarketing in Research. 2024
Demonstration, Staff development at the University of Patras, Invited speaker, University of Patras, Advantages and disadvantages of using simulation and gamification in marketing modules. 2024
Public talk or lecture, Staff and PG students at the National and Kapodistrian University of Athens, Invited Speaker, National and Kapodistrian University of Athens, Neuromarketing Research in Tourism and Destination Marketing, https://marketing-lab.ba.uoa.gr/anthropino-dynamiko/ioanna-yfantidoy. 2023
Public talk or lecture, Staff and early career researchers, Invited Speaker, Hellenic International University in Greece, Tips and insights of securing EU Funding for PhD/PostDoc projects. 2020
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
External committees:
Integrated Marketing Communications Laboratory Commitee, National and Kapodistrian University of Athens, Member. 2022
Scientific Committee, International Conference on Contemporary Marketing Issues, Member. 2021
Teaching qualification:
Certified Management and Business Educator (CMBE - ID: CMBE70989). 2022
PGCert in Academic Practice (FHEA) Liverpool John Moores University, 2021. 2021
Membership of professional bodies:
Member of the British Academy of Management (BAM - ID: C4RP89N), British Academy of Management. 2022
Member of UKAT, UK Advising and Tutoring Association. 2021
Fellow of Advance HE, Advance HE. 2021
Member of the Chartered Institute of Marketing (CIM - ID: 38450439), Chartered Institute of Marketing. 2020
Member of IAMCR, International Association for Media and Communication Research. 2017
Member of the Greek Marketing Academy, Greek Marketing Academy. 2017
Other invited event:
Guest Speaker, University of Macedonia, The peculiarities and effectiveness of Award-winning adverts. 2020
Award:
Excellence in Research, National Scholarship Foundation of Greece, https://www.iky.gr/en/discover-scholarships/. 2013