Jonas Colliander is an Assistant Professor at the Center for Consumer Marketing.
"My studies are focused on a phenomenon that is only a few years old but that is nevertheless changing the world we live in, social media. In a time when Facebook boasts more than 900 million members, blogs number in the hundreds of millions and Twitter has become so important that the US state department asks the company to postpone maintenance over fears that protesters in Iran might be deprived of a vital tool for coordination, understanding how consumers view social media is paramount. What is it that shapes our views of social media, and how should companies treat this new phenomenon for marketing purposes? Answers to such questions are needed, and through my studies I hope to contribute in some small part to those answers."
Jonas defended his doctoral dissertation "Socially acceptable? Exploring consumer responses to marketing in social media" in December 2012.
Jonas also has a wide variety of other research interests. He currently has projects ongoing within e-retailing, loyalty programs and political advertising. His most recent publication is:
-Colliander, J and Dahlén, M. (2011) “Following the Fashionable Friend, the Power of Social Media: Publicity Effectiveness of Blogs vs Online Magazines” Journal of Advertising Research, March.
Presently, Jonas has work forthcoming in the European Journal of Marketing and the Journal of Marketing Communications.
Teaching, lecturing and consulting
Besides his research, Jonas is teaching regularly at The Stockholm School of Economics and The Stockholm School of Economics in Riga. He is currently course director for market research courses at both schools. Apart from teaching, Jonas is also lecturing and consulting regularly for companies both in Sweden and internationally.