Personal profile
Education information
Doctor of Science (Economics and Business Administration), Business Economics, Hanken School of Economics, Finland, 2014Research interests
Business academic specializing in marketing strategy, market-shaping, consumer culture, and disinformation research. Dr. Diaz Ruiz has published research in leading peer-reviewed scientific journals, including the Journal of Business Research, Journal of Marketing & Public Policy, Marketing Theory, European Journal of Marketing, and Industrial Marketing Management.
Keywords
- Business, Markets and Societal Dynamics
- Market Shaping
- Market Research
- Marketing Logics and Strategizing
- Marketing Strategy
- Customers and Relations
- Consumer Culture
- Consumer Insights
- 518 Media and communications
- Disinformation
- Misinformation
- echo chambers
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Collaborations and top research areas from the last five years
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Disinformation and Echo Chambers: How Disinformation Circulates in Social Media Through Identity-Driven Controversies
Diaz Ruiz, C. & Nilsson, T., 16.05.2022, In: Journal of Public Policy and Marketing. 42, 1, p. 18-35Research output: Contribution to journal › Article › Scientific › peer-review
Open AccessFile124 Citations (Scopus) -
Market bifurcations in board sports: How consumers shape markets through boundary work
Diaz Ruiz, C. & Makkar, M., 2021, In: Journal of Business Research. 122, p. 38-50 13 p.Research output: Contribution to journal › Article › Scientific › peer-review
32 Citations (Scopus) -
Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes
Diaz Ruiz, C. A., Penaloza, L. & Holmqvist, J., 2020, In: European Journal of Marketing. 54, 5, p. 999-1024 26 p.Research output: Contribution to journal › Article › Scientific › peer-review
35 Citations (Scopus) -
Feral segmentation: How cultural intermediaries perform market segmentation in the wild
Diaz Ruiz, C. A. & Kjellberg, H., 2020, In: Marketing Theory. 20, 4, p. 429-457 29 p.Research output: Contribution to journal › Article › Scientific › peer-review
23 Citations (Scopus) -
Moments of luxury: Hedonic escapism as a luxury experience
Holmqvist, J., Diaz Ruiz, C. & Peñaloza, L., 2020, In: Journal of Business Research. 116, p. 503-513 11 p.Research output: Contribution to journal › Article › Scientific › peer-review
175 Citations (Scopus)
Activities
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Disinformation Markets and Culture
Diaz Ruiz, C. (Speaker)
07.07.2022Activity: Talk or presentation › Oral presentation
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How Does Disinformation Persuade? The Role of Identity-based Controversies
Diaz Ruiz, C. (Speaker) & Nilsson, T. (Speaker)
29.11.2021Activity: Talk or presentation › Oral presentation
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Bifurcations: Conceptualising adjacent markets through boundary objects
Diaz Ruiz, C. (Speaker) & Makkar, M. (Speaker)
02.12.2019Activity: Talk or presentation › Oral presentation
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Keynote speaker at special event "Ignoring antagonistic information threats: Costs and evidence from Ukraine."
Diaz Ruiz, C. A. (Speaker)
12.02.2026Activity: Talk or presentation › Invited talk
File -
Marketing, Vaasa (Organisational unit)
Diaz Ruiz, C. A. (Reviewer)
01.09.2025 → 15.09.2025Activity: Membership › Assessment of candidates for academic posts
Prizes
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Best Paper Award in Marketing Education
Diaz Ruiz, C. (Recipient), Mason, K. (Recipient) & Araujo, L. (Recipient), 07.12.2018
Prize: Prizes and awards
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2025 Thomas C. Kinnear Award
Diaz Ruiz, C. A. (Recipient) & Nilsson, T. (Recipient), 24.03.2025
Prize: Prizes and awards
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Dr. Diaz Ruiz named in the 2022 Insight250 list
Diaz Ruiz, C. (Recipient), 24.09.2022
Prize: Prizes and awards
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Dr. Diaz Ruiz named in the 2024 Insight250 list
Diaz Ruiz, C. A. (Recipient), 30.09.2024
Prize: Prizes and awards
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Finalist for the MRS Silver Medal 2023 (Market Research Society)
Diaz Ruiz, C. A. (Recipient), 10.03.2023
Prize: Prizes and awards
Press/Media
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I watched hundreds of flat-Earth videos to learn how conspiracy theories spread – and what it could mean for fighting disinformation
29.06.2022
1 Media contribution
Press/Media: Press / Media
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Faktabaari and the University of Helsinki organize a joint course on Disinformation and Digital Information Literacy
01.03.2024
1 item of Media coverage
Press/Media: Press / Media
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Disinformation is part and parcel of social media’s business model, new research shows
23.11.2023
1 Media contribution
Press/Media: Press / Media