Academic publications

SCIENTIFIC BOOKS

‍1.          Diaz Ruiz, C. (2025) Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media. Oxfordshire: UK. Routledge. ISBN 9781032828541 https://doi.org/10.4324/978100350667

SCIENTIFIC ARTICLES

Journal articles

1.          Diaz Ruiz, C (2026). Echo Chamber Dynamics on Social Media. New Media & Society. https://doi.org/10.1177/14614448261441872

2.          Diaz Ruiz, C., Arsel, Z., Mas, E.M. Turner, B. (Forthcoming). Advertising in AI Models: How the Zero-Click Internet Threatens Free Markets and Free Speech. Journal of Public Policy and Marketing. (Accepted for publication).

‍3.          Diaz Ruiz, C (Forthcoming). Subversive Marketing Scholarship: What is its Purpose?. Journal of Marketing Management. (Accepted for publication).

‍4.          Diaz Ruiz, C (2025). Disinformation in Digital Media Platforms: A Market Shaping Approach. New Media & Society. 27(4), 2188-2211. https://doi.org/10.1177/14614448231207644

‍5.          Syrjälä, H. Diaz Ruiz, C. Leipämaa-Leskinen, H. & Luomala H.  (2025) From Consumers to Consumption: The Socio-Technical Assemblage of the “Persona” in Market Segmentation. Journal of Business Research. 194, 115387https://doi.org/10.1016/j.jbusres.2025.115387

‍6.          Diaz Ruiz, C (2024) Disinformation and Fake News as Externalities of Digital Advertising: A Close Reading of Sociotechnical Imaginaries in Programmatic Advertising. Journal of Marketing Management.https://doi.org/10.1080/0267257X.2024.2421860

7.          Wirths, O., Toth, Z. & Diaz Ruiz, C. (2024) Adversarial Service Networks: A Study of Service Firms’ Response to Manufacturer-led Servitization in Aviation. Industrial Marketing Management, 119, 162-177. https://doi.org/10.1016/j.indmarman.2024.04.004

8.          Diaz Ruiz, C., & Nilsson, T. (2023). Disinformation and Echo Chambers: How Disinformation Circulates in Social Media Through Identity-Driven Controversies. Journal of Public Policy & Marketing, 42(1), 18–35. https://doi.org/10.1177/07439156221103852

9.          Diaz Ruiz, C. & Cruz, A. (2023). Unconventional Luxury Brand Collaborations: A New Form of Luxury Consumption Among Young Adults in China. International Marketing Review. Vol. 40 No. 7, pp. 1-21. https://doi.org/10.1108/IMR-04-2022-0099

‍10.       Diaz Ruiz, C., (2022). The Insights Industry: Towards a Performativity Turn in Market Research. International Journal of Market Research, 64(2) 169-186. https://doi.org/10.1177/14707853211039191

‍11.       Diaz Ruiz, C., & Makkar, M. (2021). Market bifurcations in boardsports: How consumers shape markets through boundary work. Journal of Business Research, 122(January), 38-50. https://doi.org/10.1016/j.jbusres.2020.08.039

‍12.       Toth, Z., Naude, P., Henneberg, S., & Diaz Ruiz, C. (2021). The strategic role of corporate online references: Building social capital through signaling in business networks. Journal of Business and Industrial Marketing, 36(8) 1300-1321. https://doi.org/10.1108/JBIM-02-2020-0101

‍13.       Diaz Ruiz, C., & Kjellberg, H. (2020). Feral segmentation: How cultural intermediaries perform market segmentation in the wild. Marketing Theory, 20(4) 429–457. https://doi.org/10.1177/1470593120920330

‍14.       Diaz Ruiz, C., Peñaloza, L., & Holmqvist, J. (2020). Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes. European Journal of Marketing. 54(5), 999-1024. http://dx.doi.org/10.1108/EJM-08-2018-0565

‍15.       Diaz Ruiz, C., Baker, J., Mason, K., Tierney, K. (2020). Market-scanning and market-shaping: Why are firms blindsided by market-shaping acts? Journal of Business and Industrial Marketing, 35(9), 1389-1401. https://doi.org/10.1108/JBIM-03-2019-0130

‍16.       Holmqvist, J., Diaz Ruiz, C., & Peñaloza, L. (2020) Moments of luxury: Hedonic escapism as a luxury experience. Journal of Business Research, 116(August), 503-513. https://doi.org/10.1016/j.jbusres.2019.10.015

17.    Diaz Ruiz, C., & Holmlund, M. (2017). Actionable marketing knowledge: A close reading of representation, knowledge and action in market research. Industrial Marketing Management, 66, 172-180. https://doi.org/10.1016/j.indmarman.2017.08.005

18.    Holmqvist, J. and Diaz Ruiz, C. (2017). Service ecosystems, markets and business networks: What is the difference? A horizontal literature review. The TQM Journal, 29(6), 800-810. https://doi.org/10.1108/TQM-03-2017-0028

19.    Diaz Ruiz, C. A., & Kowalkowski, C. (2014). Market representations in industrial marketing: Could representations influence strategy?. Industrial Marketing Management, 43(6), 1026-1034. https://doi.org/10.1016/j.indmarman.2014.05.015

20.    Diaz Ruiz, C. A. (2013). Assembling market representations. Marketing Theory, 13(3), 245-261. https://doi.org/10.1177/1470593113487744  

‍21.    Diaz Ruiz, C. (2012). Theories of markets: Insights from marketing and the sociology of markets. The Marketing Review, 12(1), 61-77. https://doi.org/10.1362/146934712X13286274424316

‍ ‍

Book chapters

1.          Diaz Ruiz, C., Rundin, K., & Anisimova, A. (Forthcoming). The Attribution Problem in Disinformation: Examining the potential of Open-Source Intelligence (OSINT) to Strengthen Civil Society. In Bleyer-Simon, K. Brogi, E. Nenadic, I., & Parcu P.L. (eds.), Big Tech and Society: Methods and Metrics for Understanding Systemic Risks, Routledge. (Accepted for publication).

‍2.          Diaz Ruiz, C. (Forthcoming). Market Systems Dynamics In. S. Sridhar (ed.), Oxford Bibliographies in Marketing, Oxford University Press. (Accepted for publication).

‍3.          Diaz Ruiz (2024) Flat Earthers and Disinformation. In L Jussim, JL Mackey, LM Eppard (eds.) The Poisoning of the American Mind, George Mason University Press

‍4.          Diaz Ruiz, C. (2024). Consumption-led Market Shaping. In J. Gollnhofer, R. Hofstetter, & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 121–123). Edward Elgar Publishing. https://doi.org/10.4337/9781803926278.ch38

‍5.          Diaz Ruiz, C. (2024). Market Segmentation. In J. Gollnhofer, R. Hofstetter, & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 195–197). Edward Elgar Publishing. https://doi.org/10.4337/9781803926278.ch60

‍6.          Diaz Ruiz, C. (2024). Consumer Tribes. In J. Gollnhofer, R. Hofstetter, & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 113–115). Edward Elgar Publishing. https://doi.org/10.4337/9781803926278.ch36

‍7.          Diaz Ruiz, C. (2024). Customer Journeys. In J. Gollnhofer, R. Hofstetter, & T. Tomczak (Eds.), Elgar Encyclopedia of Consumer Behavior (pp. 134–136). Edward Elgar Publishing. https://doi.org/10.4337/9781803926278.ch42

‍8.          Bajde, D. & Diaz Ruiz, C, (2020) Value and Price. In Peñaloza, L., Toulouse, N., Visconti, L.M., (Eds.) Marketing Management: A Cultural Perspective, 2nd Ed. Ch. 19. (pp. 313-326).  New York, NY: Routledge. https://doi.org/10.4324/9780203710807-24

Summaries of my publications

  • Consumer Innovation Shapes New Markets

    Innovation comes not only from firms; consumers can also innovate and shape markets. The paper explores how consumers innovate new boardsports that are similar, yet not quite identical (surfing, kite surfing, wind surfing, stand-up-paddling). Conceptually, the paper proposes ‘market bifurcations’ to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets

    Diaz Ruiz, C., & Makkar, M. (2021). Market bifurcations in boardsports: How consumers shape markets through boundary work. Journal of Business Research. 122(January), 38-50

  • Feral Segmentation: A New Type of Market Segmentation

    Feral Segmentation is the phenomenon in which cultural intermediaries coin, designate, and validate consumer categories in the public domain, unsolicited, without the direct involvement of professional marketers, outside managerial control, and without mobilizing the prescribed marketing techniques. This type of segmentation is "feral" because it escapes the prescriptions from marketing textbooks. Empirically, the paper investigates "lumbersexual consumers" who dress like lumberjacks but act like metrosexuals.

    Diaz Ruiz, C., & Kjellberg, H. (2020). Feral segmentation: How cultural intermediaries perform market segmentation in the wild. Marketing Theory. 20(4) 429–457.

  • Market-Scanning and Market-Shaping: Blindspots

    Firms spend large amounts of resources to scan the market to react to the changing environment, yet they are often blindsided when innovation emerges, why is that? This paper shows the "blindspots" of two market-scanning frameworks frequently used by managers in their strategy development processes. the blindspots make firms slow to react to market-shaping acts.

    Diaz Ruiz, C., Baker, J., Mason, K., Tierney, K. (2020). Market-scanning and market-shaping: Why are firms blindsided by market-shaping acts? Journal of Business and Industrial Marketing. 35(9), 1389-1401.

  • Consumption assemblages consumer tribes

    Consumer Tribes: Ephemerality and Assemblages

    This paper investigates the dynamics of ephemerality within consumer tribes. It uses "assemblage Theory" to conceptualize consumption as hybrid assemblages of people, things, and ideas. Insights are drawn from a three-year ethnography of salsa dancers.

    Diaz Ruiz, C., Peñaloza, L., & Holmqvist, J. (2020). Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes. European Journal of Marketing. 54(5), 999-1024.

  • Moments of Luxury: Hedonic Escapism

    This paper published in the Journal of Business Research investigated the consumers’ experience of luxury. The study theorizes “moments of luxury,” which we define through hedonic escapism. Consumption experiences become luxurious as consumers forge an unconventional form of exclusivity that builds upon aesthetic and exclusivity to achieve temporally brief, hedonic escapes from everyday life.

    Holmqvist, J., Diaz Ruiz, C., & Peñaloza, L. (2020) Moments of luxury: Hedonic escapism as a luxury experience. Journal of Business Research. 116(August), 503-513.

  • Market Research Knowledge: How to Make it Useful and Actionable

    This paper conceptualizes the notion of actionable marketing knowledge by investigating how market researchers produce and justify actionable recommendations for their clients. The investigation studies the production of managerial recommendations in market research. The article makes a case for approaching knowledge as applied instead of an accumulation of descriptive facts.

    Diaz Ruiz, C., & Holmlund, M. (2017). Actionable marketing knowledge: A close reading of representation, knowledge and action in market research. Industrial Marketing Management, 66, 172-180.

  • Market Representations Shape Marketing Strategy

    The paper shows that the form in which the market is represented influences marketing strategy. A product differentiation strategy is more likely to be adopted when market representations are indicative and stable; this contrasts to a service focus strategy, which is more likely to be chosen when market representations are destabilizing and dynamic.

    Diaz Ruiz, C. A., & Kowalkowski, C. (2014). Market representations in industrial marketing: Could representations influence strategy?. Industrial Marketing Management, 43(6), 1026-1034.

  • The Theory of Market Representations

    This paper takes a qualitative in-depth approach to understand how market researchers describe markets to their clients. It investigates market research “as practice,” which means studying it 'as is,' rather than 'ought to be.' The investigation shows that market researchers think creatively about their client's markets.

    Diaz Ruiz, C. A. (2013). Assembling market representations. Marketing Theory, 13(3), 245-261.

  • Theories of Markets

    The publication proposes a literature review of the market studies field and it got published because it won first place in the doctoral colloquium of the British Academy of Marketing (2012). This manuscript identifies the hidden assumptions and simplifications that marketing academics, sociologists, and economists use when describing markets.

    Diaz Ruiz, C. (2012). Theories of markets: Insights from marketing and the sociology of markets. The Marketing Review, 12(1), 61-77.

Research in Google Scholar