Jonathan David Schöps
Contact
Name and title: Jonathan David Schöps
ORCID0000-0002-9170-4139 Länk till annan webbplats.
Workplace: Stockholm Business School Länk till annan webbplats.
Visiting address Albano, hus 2
Postal address Företagsekonomiska institutionen106 91 Stockholm
Research group
About me
I am an assistant professor of marketing at Stockholm Business School, Stockholm University, and a member of the Consumer Culture Theory research group. My research operates at the intersection of consumer research, new media studies, and platform studies, examining how platformization reshapes market dynamics and consumer practices.
I am particularly interested in the relational dynamics between human and nonhuman market actors in digital environments—how content creators and algorithms co-evolve, how platform logics govern consumer expression, and how markets are performatively constituted through digital infrastructures. This interdisciplinary perspective connects questions central to consumer research with broader debates in media and platform scholarship.
Methodologically, I specialize in digital and computational methods suited to studying platformized phenomena—approaches designed to capture the distinctive logics of algorithms, hashtags, and networked publics. My toolkit includes semantic network analysis and automated text and visual analysis. I am also actively exploring AI-assisted methodologies and the role of large language models as resources for consumer and market research.
My work has been published in Marketing Theory, European Journal of Marketing, Consumption Markets & Culture, and Qualitative Market Research.
Current courses:
- Digital Marketing and E-commerce (FE4329; PR4522)
- Brands and Branding (FE5359)
- Consumption, Culture and Commerce (PR2543)
Peer-reviewed journal articles:
- Schöps, Jonathan D. and Philipp Jaufenthaler (2024), "Semantic Network Analysis in Consumer and Marketing Research: Application Areas in Phygital Contexts," Qualitative Market Research, 27 (3), 495–514.
- Schöps, Jonathan D., Sarah Schwarz, and Veronika Rojkowski (2024), "Memetic Logics of Participation: Fitness Body Culture on Instagram," Marketing Theory, 24 (1), 65–89.
- Schöps, Jonathan D., Christian Reinhardt, and Andrea Hemetsberger (2022), "Sticky market webs of connection – human and nonhuman market co-codification dynamics across social media," European Journal of Marketing, 56 (13), 78–104.
- Schöps, Jonathan D., Stephanie Kogler, and Andrea Hemetsberger (2020), "(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages," Consumption, Markets & Culture, 23 (2), 195–213.
Peer-reviewed conference proceedings:
- Jonathan D. Schöps, Hossain Shariar, and Ileyha Dagalp (2025), "Platformized Imaginaries: #SustainableConsumption on Instagram," in NA - Advances in Consumer Research, 53.
- Jaufenthaler, Philipp and Jonathan D. Schöps (2023), "Semantic Network Analysis in Consumer Research," in NA - Advances in Consumer Research, 51, 282–283.
- Rojkowski, Veronika and Jonathan D. Schöps (2021), "Assembling Fitness on Instagram – A Critical Visual Content Analysis of Consumer-Generated Content," in NA - Advances in Consumer Research, 49, 292–295.
- Schöps, Jonathan D. (2020), "Consuming Commodified Bodies - Performative (Re-)embodiment of Digital Corporeal Consumption" in NA - Advances in Consumer Research, 48, 115–120.
- Schöps, Jonathan D. (2018), "Consuming Commodified Selves - Accelerated Identity Co-construction Dynamics Through Fashion Performances on Instagram," in NA - Advances in Consumer Research, 46, 434–439.
- Schöps, Jonathan D., Philipp K. Wegerer, and Andrea Hemetsberger (2017), "Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel," in NA - Advances in Consumer Research, 45, 474–478.