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Tiina Paananen is a Doctoral Researcher and her research interests are digital services and customer behavior in immersive environment. 

Paananen's work has appeared in peer-reviewed journals and conferences, such as Journal of Service Theory and Practice, Bled eConference, Mediterranean Conference on Information Systems (MCIS), International Workshop on Socio-Technical Perspective in Information Systems Development (STPIS), European, Mediterranean and Middle Eastern Conference on Information Systems (EMCIS), ICMarkTech & Hawaii International Conference on System Sciences (HICSS). 

Paananen have worked in projects:

• DAWN_CI Understanding OmniChannel Customer Behavior (Business Finland, 1/2021-6/2023)
• MetayCX Building customer experience in the Metaverse (Business Finland, 1/2024-12/2026)