Personal information

Emails & domains

Verified email domains

Websites & social links

Google Scholar profile
linkedin
Personal Website
Hanken School of Economics profile page
BlueSky

Other IDs

ResearcherID: J-9909-2014
Scopus Author ID: 57218882543
Scopus Author ID: 56166818300
Scopus Author ID: 57996612100
Scopus Author ID: 57996612100
Loop profile: 2210347

Keywords

marketing, consumer culture, consumer insights, Ethnigraphy, Disinformation Research, Market-Oriented Disinformation Research, Market Shaping

Countries

Mexico, Finland, New Zealand, France

Biography

Business academic specializing in consumer insights and market shaping. Currently, Dr. Diaz Ruiz is Associate Professor of Marketing at Hanken School of Economics, Finland. Before, he was part of the marketing faculty in internationally leading business schools, such as KEDGE business school in France and the University of Auckland in New Zealand. Dr. Diaz Ruiz worked with consumer insights in a market research agency. His academic publications have been featured in leading journals such as Marketing Theory, the European Journal of Marketing, the Journal of Business Research, and Industrial Marketing Management.

Activities

Collapse all

Employment (7)

Hanken School of Economics: Helsinki, FI

Employment
Source: check_circle
Hanken School of Economics

Hanken School of Economics: Helsinki, FI

2022-01-01 to present | Assistant Professor (Marketing)
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

The University of Auckland: Auckland, Auckland, NZ

2020-12-09 to 2022-02-28 | Senior Lecturer (Marketing)
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

University of Auckland: Auckland, NZ

2018-01-01 to 2020-12-09 | Lecturer (Graduate School of Management)
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

Kedge Business School Bordeaux: Talence, Aquitaine, FR

2015-08-01 to 2017-12-31 | Assistant Professor
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

Aalto-yliopisto: Helsinki, FI

2014-08-01 to 2015-08-01 | Postdoctoral researcher (Marketing)
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

Hanken Svenska Handelshogskolan: Helsinki, FI

2010-08-01 to 2014-08-01 | doctoral student (marketing)
Employment
Source: Self-asserted source
Carlos Diaz Ruiz

Education and qualifications (2)

Hanken Svenska Handelshogskolan: Helsinki, FI

2010-08-01 to 2014-08-01 | Doctor of Science (Economics and Business Administration) (Marketing)
Education
Source: Self-asserted source
Carlos Diaz Ruiz

University of Jyväskylä: Jyväskylä, FI

2005-08-01 to 2007-06-30 | Intercultural Communication (Communication)
Education
Source: Self-asserted source
Carlos Diaz Ruiz

Works (39)

Market-Oriented Disinformation Research

Routledge
2025-04-29 | Book
ISBN: 9781032828541
Contributors: Carlos Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

Adversarial Service Networks: A Study of Service Firms' Response to Manufacturer-led Servitization in Aviation

Industrial Marketing Management
2024 | Journal article
DOI: 10.1016/J.INDMARMAN.2024.04.004
WOSUID: WOS:001239064600001
Contributors: Wirths, Oliver; Toth, Zsofia; Ruiz, Carlos A. Diaz
Source: check_circle
Web of Science Researcher Profile Sync

Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising

Journal of Marketing Management
2024-10-30 | Journal article
DOI: 10.1080/0267257x.2024.2421860
Part of ISSN: 0267-257X
Part of ISSN: 1472-1376
Contributors: Carlos A. Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

Consumer Tribes

Elgar Encyclopedia of Consumer Behavior
2024-06-13 | Book chapter
DOI: 10.4337/9781803926278.ch36
Part of ISBN: 9781803926278
Part of ISBN: 9781803926261
Part of ISBN: 9781803926278
Contributors: Carlos A. Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

Consumption-led Market Shaping

Elgar Encyclopedia of Consumer Behavior
2024-06-13 | Book chapter
DOI: 10.4337/9781803926278.ch38
Part of ISBN: 9781803926278
Part of ISBN: 9781803926261
Part of ISBN: 9781803926278
Contributors: Carlos A. Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

Customer Journeys

Elgar Encyclopedia of Consumer Behavior
2024-06-13 | Book chapter
DOI: 10.4337/9781803926278.ch42
Part of ISBN: 9781803926278
Part of ISBN: 9781803926261
Part of ISBN: 9781803926278
Contributors: Carlos A. Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

Market Segmentation

Elgar Encyclopedia of Consumer Behavior
2024-06-13 | Book chapter
DOI: 10.4337/9781803926278.ch60
Part of ISBN: 9781803926278
Part of ISBN: 9781803926261
Part of ISBN: 9781803926278
Contributors: Carlos A. Diaz Ruiz
Source: Self-asserted source
Carlos Diaz Ruiz

‘The earth is flat, believe me:’ The anatomy of consumption myths and alternative facts.

2024-03-01 | Preprint
DOI: 10.33767/osf.io/93s8e
Contributors: Carlos Diaz Ruiz
Source: check_circle
Crossref

Market Representations in Action

2024-02-29 | Preprint
DOI: 10.31237/osf.io/vxjma
Contributors: Carlos Diaz Ruiz
Source: check_circle
Crossref

Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China

International Marketing Review
2023-12-18 | Journal article
DOI: 10.1108/IMR-04-2022-0099
Contributors: Carlos Diaz Ruiz; Angela Gracia B. Cruz
Source: check_circle
Crossref
grade
Preferred source (of 3)‎

Disinformation is part and parcel of social media’s business model, new research shows

The Conversation
2023-11-23 | Journal article | Author
SOURCE-WORK-ID:

f47de913-ef67-4e29-a4ba-eda71dd7b2fd
Contributors: Carlos Diaz Ruiz
Source: check_circle
Hanken School of Economics

Disinformation on digital media platforms: A market-shaping approach

New Media & Society
2023-10-30 | Journal article
DOI: 10.1177/14614448231207644
Contributors: Carlos Diaz Ruiz
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Unconventional luxury brand collaborations are everywhere. What is the appeal?

The Conversation
2023-08-07 | Journal article | Author
SOURCE-WORK-ID:

a3b9a305-d656-469f-b66a-2fc0d51d0c31
Contributors: Carlos Diaz Ruiz; Angela Cruz
Source: check_circle
Hanken School of Economics

Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies

Journal of Public Policy and Marketing
2022 | Journal article
DOI: 10.1177/07439156221103852
WOSUID: WOS:000837356900001
Contributors: Ruiz, Carlos Diaz; Nilsson, Tomas
Source: check_circle
Web of Science Researcher Profile Sync
grade
Preferred source (of 4)‎

I watched hundreds of flat-Earth videos to learn how conspiracy theories spread – and what it could mean for fighting disinformation

The Conversation
2022-06-27 | Journal article | Author
SOURCE-WORK-ID:

8c42995e-3a81-45ed-abdc-debb0a052259
Contributors: Carlos Diaz Ruiz
Source: check_circle
Hanken School of Economics

The Insights Industry: Towards a Performativity Turn in Market Research

International Journal of Market Research
2022-03 | Journal article
DOI: 10.1177/14707853211039191
Contributors: Carlos A. Diaz Ruiz
Source: check_circle
Crossref
grade
Preferred source (of 4)‎

Market bifurcations in board sports: How consumers shape markets through boundary work

Journal of Business Research
2021 | Journal article
DOI: 10.1016/j.jbusres.2020.08.039
EID:

2-s2.0-85090581450

Part of ISBN:

01482963
Contributors: Diaz Ruiz, C.; Makkar, M.
Source: Self-asserted source
Carlos Diaz Ruiz via Scopus - Elsevier
grade
Preferred source (of 3)‎

Feral segmentation: How cultural intermediaries perform market segmentation in the wild

Marketing Theory
2020 | Journal article
DOI: 10.1177/1470593120920330
EID:

2-s2.0-85084470799

Part of ISBN:

1741301X 14705931
Contributors: Diaz Ruiz, C.A.; Kjellberg, H.
Source: Self-asserted source
Carlos Diaz Ruiz via Scopus - Elsevier
grade
Preferred source (of 3)‎

Market-scanning and market-shaping: why are firms blindsided by market-shaping acts?

Journal of Business and Industrial Marketing
2020 | Journal article
DOI: 10.1108/JBIM-03-2019-0130
EID:

2-s2.0-85090570640

Part of ISBN:

08858624
Contributors: Diaz Ruiz, C.A.; Baker, J.J.; Mason, K.; Tierney, K.
Source: Self-asserted source
Carlos Diaz Ruiz via Scopus - Elsevier
grade
Preferred source (of 3)‎

Moments of luxury: Hedonic escapism as a luxury experience

Journal of Business Research
2020 | Journal article
DOI: 10.1016/J.JBUSRES.2019.10.015
WOSUID: WOS:000541934200045
Contributors: Holmqvist, Jonas; Ruiz, Carlos Diaz; Penaloza, Lisa
Source: check_circle
Web of Science Researcher Profile Sync
grade
Preferred source (of 5)‎

Value and price

Marketing Management
2020 | Book chapter | Author
SOURCE-WORK-ID:

7850cae6-8899-4c9c-a62e-6a6544fa30a9

Part of ISBN: 9781138561410
Contributors: Carlos Diaz Ruiz; Domen Bajde
Source: check_circle
Hanken School of Economics

The strategic role of corporate online references: building social capital through signaling in business networks

Journal of Business & Industrial Marketing
2020-12-28 | Journal article
DOI: 10.1108/jbim-02-2020-0101
Part of ISSN: 0885-8624
ISSN: 0885-8624
Source: Self-asserted source
Carlos Diaz Ruiz
grade
Preferred source (of 3)‎

Value and price

Marketing Management: A cultural Perspective
2020-05-04 | Book chapter
DOI: 10.4324/9780203710807-24
Part of ISBN: 9780203710807
Source: Self-asserted source
Carlos Diaz Ruiz

Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes

European Journal of Marketing
2020-03-07 | Journal article
DOI: 10.1108/ejm-08-2018-0565
Part of ISSN: 0309-0566
Part of ISSN: 0309-0566
Source: Self-asserted source
Carlos Diaz Ruiz
grade
Preferred source (of 3)‎

Actionable marketing knowledge: A close reading of representation, knowledge and action in market research

Industrial Marketing Management
2017-10 | Journal article
DOI: 10.1016/j.indmarman.2017.08.005
Contributors: Carlos Diaz Ruiz; Maria Holmlund
Source: Self-asserted source
Carlos Diaz Ruiz via Crossref Metadata Search
grade
Preferred source (of 3)‎

Service ecosystems, markets and business networks: What is the difference? A horizontal literature review

The TQM Journal
2017-10-09 | Journal article
DOI: 10.1108/tqm-03-2017-0028
Source: Self-asserted source
Carlos Diaz Ruiz
grade
Preferred source (of 4)‎

"John is a Lumbersexual"

10th annual Consumer Culture Theory Conference
2015-06 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Value as a fleeting moment: Value-in-use in a temporal practice

The Naples Forum on Service
2015-06 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Consumers' moments of luxury: the case of salsa festivals

The 44th EMAC Conference (European Marketing Academy)
2015-05 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Collective value creation within a Community of Practice: An ethnography with a community of salsa dancers

9th annual Consumer Culture Theory Conference
2014 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Market representations in industrial marketing: Could representations influence strategy?

2014 | Journal article
DOI:

10.1016/j.indmarman.2014.05.015

EID:

2-s2.0-84921927598
Contributors: Diaz Ruiz, C.A.; Kowalkowski, C.
Source: Self-asserted source
Carlos Diaz Ruiz via Scopus - Elsevier
grade
Preferred source (of 3)‎

Market Representations in Action

2014-08 | Dissertation or Thesis
ISBN:

978-952-232-239-5

ISSN:

0424-7256
Source: Self-asserted source
Carlos Diaz Ruiz

Assembling market representations

2013 | Journal article
DOI:

10.1177/1470593113487744

EID:

2-s2.0-84882990326
Contributors: Ruiz, C.A.D.
Source: Self-asserted source
Carlos Diaz Ruiz via Scopus - Elsevier
grade
Preferred source (of 4)‎

Market representations in industrial marketing: An experimental investigation

29th IMP Conference
2013-09-01 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Articulation of value at the market level

Proceedings of the42th EMAC Conference (European Marketing Academy)
2013-06 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Implications of Market Practices in Market Orientation

Proceedings of the 41th EMAC Conference: Marketing to citizens: Going beyond customers and consumers
2012 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Theories of markets: Insights from marketing and the sociology of markets

The Marketing Review
2012 | Journal article
DOI:

10.1362/146934712X13286274424316
Source: Self-asserted source
Carlos Diaz Ruiz
grade
Preferred source (of 4)‎

Organizing markets through representations in market research

45th Academy of Marketing Conference
2012-07-02 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Reframing Market Configurations: Marketing in Market Scripting

44th Academy of Marketing Conference
2011 | Conference paper
Source: Self-asserted source
Carlos Diaz Ruiz

Peer review (80 reviews for 29 publications/grants)

Review activity for AMS review. (3)
Review activity for Australasian marketing journal (2)
Review activity for Cogent arts & humanities. (3)
Review activity for Consumption, markets & culture. (1)
Review activity for European business review. (1)
Review activity for European journal of marketing. (9)
Review activity for Information, communication & society. (1)
Review activity for International journal of consumer studies. (2)
Review activity for International journal of human-computer interaction. (1)
Review activity for International journal of research in marketing. (1)
Review activity for Journal of business & industrial marketing. (2)
Review activity for Journal of business research. (3)
Review activity for Journal of business research. (7)
Review activity for Journal of consumer behaviour (1)
Review activity for Journal of cultural economy. (3)
Review activity for Journal of macromarketing (1)
Review activity for Journal of marketing management. (3)
Review activity for Journal of public policy & marketing. (2)
Review activity for Journal of services marketing. (2)
Review activity for Management & organizational history. (1)
Review activity for Marketing theory (13)
Review activity for Museum management and curatorship. (1)
Review activity for New media & society (3)
Review activity for PloS one. (2)
Review activity for Qualitative market research. (4)
Review activity for Social sciences. (3)
Review activity for Societies. (2)
Review activity for Sustainability. (1)
Review activity for The journal of consumer research. (2)
How many people are using ORCID?