Market-Oriented Disinformation Research explores the spread of false or misleading information online through the lens of marketing theory and consumer research. It examines how the business models of digital platforms and advertising technology firms (AdTech) generate digital markets that incentivize the circulation of harmful content for profit. Rather than viewing disinformation and misinformation as accidental byproducts, the book proposes that they thrive in the current markets designed for digital advertising and influencer marketing.
Readers will learn how the amplification of disinformation can be linked to social medias business model. Examples include how social media algorithms promote addictive content, how fake news sites use ad fraud to lure in advertising revenue, and how some content creators rely on clickbait, ragebait, bots, and conspiracy theories to boost their engagement metrics.
The book is a must-read for scholars in journalism, media studies, and political communication, as well as policymakers interested in the democratic governance of social media platforms. In addition, it calls for digital marketing, advertising, and brand management professionals to take responsibility for their ad spending by advocating for greater oversight over AdTech intermediaries to prevent unethical actors from monetizing the harmful content that polarizes society and undermines democratic institutions.
This volume explores the spread of false or misleading information online through the lens of marketing theory and consumer research. The book is a must-read for scholars in journalism, media studies, and political communication, as well as policymakers interested in the democratic governance of social media platforms.
Recenzijas
Market-Oriented Disinformation Research explores the phenomenon of social media disinformation from the perspective of business and management. Carlos Diaz Ruizs book, based on solid research, shows how disinformation may run unchecked on social media when it is profitable for unethical actors. It is a highly important and timely book that offers valuable insights for managers and students alike.
- Christian Grönroos, Emeritus Professor, Hanken School of Economics, Finland
"Carlos Diaz Ruiz has written an timely book that provides insight into the question of why disinformation runs unchecked on social media? The book is an indispensable companion for communication and media researchers interested in the financial incentives that make disinformation thrive online. Consequently, it is a must-read in media literacy and digital marketing courses."
- Roderick Brodie, Emeritus Professor, University of Auckland Business School, New Zealand
"This is a most timely, well documented, well written and worrying analysis of how disinformation plays an increasingly important role in social media business models, driven by digital advertising. Carlos Diaz Ruiz has written a book that should be read and discussed among digital marketers and advertisers. It should be used for education and in academic research."
- Lars-Gunnar Mattsson, Emeritus Professor, Stockholm School of Economics, Sweden
1. Follow the Money: An Introduction to Market-Oriented Disinformation
Research
2. The Polysemy of Disinformation: Definitions, Meanings, and
Contradictions in Disinformation Research
3. Mapping the Field of
Disinformation Research
4. Disinformation Research from a Constructivist
Market Studies Perspective
5. Disinformation on Digital Media Platforms: A
Market-Shaping Approach
6. The AdTech Ecosystem and Programmatic Advertising
7. A Marketplace for Clicks: The Business Model of Social Media Platforms
8.
Echo chambers on social media: Distinguishing between filter bubbles,
epistemic bubbles, and structures of strategic discrediting
9. Bots talking
to bots: Synthetic Media, AI-generated content, and the Dead Internet
Conspiracy Theory
Carlos Diaz Ruiz, Ph.D., is a business academic specializing in marketing strategy, consumer insights, and disinformation research. Dr. Diaz Ruiz is an Associate Professor (tenure track) at Hanken School of Economics in Finland and has been a faculty member at Kedge Business School in France and the University of Auckland in New Zealand. His research has been published in leading scientific journals, including the Journal of Business Research, Journal of Public Policy & Marketing, and New Media & Society. His current work on disinformation explores how advertising technology firms (AdTech) bankroll fake news and harmful content online.
