Dr. Aron Darmody

Biography

Aron Darmody is an Associate Professor at the Sprott School of Business, Carleton University. He completed his Ph.D. in Marketing at York University and holds a Master's degree in Marketing from Dublin City University, as well as a Bachelor's degree in Commerce from University College Cork. His research interests focus on cultural studies of digital marketing practices, including Big Data, surveillance, and consumer knowledge creation. He employs a range of qualitative methods such as ethnography, interviews, netnography, and videography to investigate contemporary marketing practices, new forms of consumer surveillance, and the ways consumers strategically manage knowledge in digital spaces. His work covers the roles that marketers play in shaping consumer culture and market definitions. Aron has published in several academic outlets including Big Data & Society, Journal of Consumer Culture, and Journal of Marketing Management, and he regularly presents his research at leading academic conferences. He also serves as an Associate Editor for Consumption, Markets & Culture.

Research Interests