Dr. Loanna Yfantidou | Health Marketing Strategy | Women Researcher Award
Senior Lecturer at Liverpool John Moores University | United Kingdom
Dr. Loanna Yfantidou is a Senior Lecturer in Marketing at Liverpool John Moores University, UK, specializing in neuromarketing, health communication, and sustainable marketing. She holds a PhD in Neuromarketing, MSc in Corporate Communications Management, and BSc in Media Communications, with two completed postdoctoral research projects. She has participated in seven EU-funded projects, securing multimillion-euro research grants, and has delivered lectures across Europe. Dr. Yfantidou has published widely in peer-reviewed journals, authored and edited books with Springer, and collaborated with industry leaders. Her work has earned multiple teaching and research awards, highlighting her impact in academia and practice.
Profiles
Scopus
ORCID
Google Scholar
Educational Background
Dr. Loanna Yfantidou holds a PhD in Neuromarketing, an MSc in Corporate Communications Management, and a BSc in Media Communications. To further strengthen her academic profile, she completed two postdoctoral research projects: one on enhancing user interactivity in tourism SMEs’ websites, and another on developing sustainable marketing business models that support green entrepreneurship. Her interdisciplinary education bridges the fields of marketing, communications, neuroscience, and sustainability.
Professional Experience
Dr. Loanna Yfantidou Currently serving as a Senior Lecturer in Marketing at Liverpool John Moores University (LJMU), UK, Dr. Yfantidou has over a decade of international academic experience. She has been actively involved in seven EU-funded projects in the last eight years, collaborating with universities and research institutes across Europe. Her academic influence extends globally, having delivered lectures in the UK, France, Italy, Austria, Greece, and Bulgaria.
Beyond academia, she has collaborated with industry partners such as MASOUTIS supermarket (Greece) to enhance marketing communications and MMS Advertising Agency to integrate neuromarketing tools like EEG and eye-tracking for prestigious clients, including BMW. Her teaching excellence has been recognized with two Teaching Excellence Awards, while her commitment to impactful scholarship has earned her three Research Awards.
Research Interests
Dr. Loanna Yfantidou’s research is highly interdisciplinary, bridging neuroscience, marketing, and sustainability. Her work primarily focuses on neuromarketing and consumer behavior, where she applies advanced techniques such as eye-tracking, EEG, and Face Reader analysis to better understand decision-making processes. She is equally engaged in health marketing and public health communication, with a particular emphasis on developing effective cancer-screening promotion messages that resonate with diverse audiences. Her scholarship extends to corporate social responsibility (CSR) and sustainability, as well as tourism and experiential marketing, where she explores how digital and experiential strategies enhance engagement. Additionally, she investigates digital and sustainable advertising, with a core interest in how emotive visual persuasion and data-driven approaches can shape consumer attitudes, foster sustainable behavior, and improve public health outcomes.
Publications
Corporate social responsibility influences employee engagement
Year: 2018 | Citation: 148
What features of green products packaging are more eye catching? An eye-tracking exploratory study about organic agricultural products
Year: 2020 | Citation: 39
NeuMa-the absolute Neuromarketing dataset en route to an holistic understanding of consumer behaviour
Year: 2023 | Citation: 21
Advertising message strategy analysis for award-winning digital ads
Year: 2017 | Citation: 16
A neuromarketing perspective of green advertising. The influence of environmental advertising appeals and CSR to consumers
Year: 2018 | Citation: 8
Conclusion
Dr. Loanna Yfantidou exemplifies the qualities of a distinguished woman researcher, combining academic rigor, innovation, and practical impact. Her pioneering studies in neuromarketing and health marketing not only advance scholarship but also create meaningful contributions to public health and sustainable consumer behaviour. With her strong record of funded projects, impactful publications, and teaching excellence, she represents an outstanding candidate for the Women Researcher Award. With continued growth in international visibility and broader collaborations, she is well-positioned to make even greater contributions to academia, industry, and society.