Carlos Diaz RuizView profile
Associate Professor
Carlos Diaz Ruiz is an Associate Professor (tenure-track) at the Department of Marketing, Hanken School of Economics in Vasa, Finland. He holds a Ph.D. in Marketing from Finland and has held faculty positions at Hanken, Aalto University, KEDGE Business School (France), and the University of Auckland (New Zealand). His research focuses on market-shaping, consumer culture, and disinformation, particularly in digital advertising and social media contexts. He authored the book *Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media* (2025) and received the 2025 Thomas C. Kinnear Award for his work on disinformation in social media echo chambers. Dr. Diaz Ruiz’s academic career includes roles as a Lecturer and Senior Lecturer at the University of Auckland, and prior to academia, he worked as a consumer insights consultant for Latin American companies, recognized in ESOMAR's Insights250 (2022, 2024). He is an Associate Editor at the *Journal of Marketing Management* and actively publishes in top journals like *Journal of Public Policy & Marketing* and *New Media & Society*. His teaching emphasizes bridging academic research with industry needs, offering courses in qualitative research, strategic branding, and consumer culture. Methodologically, he employs business anthropology and ethnography to study consumer-led marketing strategies. Key research themes include the intersection of disinformation, social media business models, and the performative role of market representations.









