Dr. Jonathan Schöps

Biography

Jonathan David Schöps is an Assistant Professor at Stockholm Business School, Stockholm University, specializing in marketing and consumer research. His research focuses on the intersection of consumer culture, new media studies, and platform studies, examining how platformization reshapes market dynamics and consumer practices. Schöps is particularly interested in the relational dynamics between human and nonhuman market actors within digital environments, exploring how content creators and algorithms co-evolve. He analyzes platform logics that govern consumer expression and how markets are performatively constituted through digital infrastructures. Schöps employs a broad interdisciplinary perspective, connecting consumer research with larger debates in media and platform scholarship. Methodologically, he specializes in digital computational methods designed to study platformized phenomena, utilizing semantic network analysis and automated text visual analysis. His work has been published in prominent journals including Marketing Theory, European Journal of Marketing, and Consumption, Markets & Culture. Schöps is also exploring AI-assisted methodologies and the role of large language models in consumer market research.

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