Business Professor researching Consumer Markets, Disinformation & AI
Consumer Insights | Market Shaping | Disinformation Research
Carlos Diaz Ruiz is a tenured Associate Professor of Marketing at Hanken School of Economics whose research examines how markets, digital advertising, and consumer culture shape the circulation of disinformation.
His research interests include:
Market Shaping (performativity & representations)
Digital advertising markets
Creator economy of social media
Disinformation as a product of digital markets
AI-mediated information environments.
Dr. Diaz Ruiz has published research in leading peer-reviewed scientific journals, including the Journal of Business Research, Journal of Public Policy & Marketing, Marketing Theory, European Journal of Marketing, and Industrial Marketing Management.
Prior to entering academia, Dr. Diaz Ruiz was an insights consultant to major companies in Latin America. His professional experience in marketing and consultancy is international, having worked and lived in Mexico, Finland, France, and New Zealand.
I apply market shaping and market-systems dynamics to understand consumer culture and disinformation on social media
My award-winning research examines how disinformation spreads online through the creator economy.
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Market shaping is a business strategy in which firms transform their business landscape rather than only reacting to it. My research focuses on understanding how firms, consumers, and activists collaborate to change how markets work.
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My research explores how to identify and interpret the trends in contemporary consumption. I study how consumers are not just passive shoppers, but also active co-creators. Furthermore, my research studies the ongoing transformation of the ‘market research industry’ into the ‘insights industry’
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My work uses a cultural and rhetorical approach to understand the dissemination of disinformation in social media and echo chambers
Media, Markets & Misinformation
A blog by Dr. Diaz Ruiz
Carlos Diaz Ruiz spoke with Aurélia Abdelbost at France 24 about the lucrative advertising market that profits from the circulation of disinformation on social media.