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. What is it that shapes our views of social media, and how should companies treat this new phenomenon for marketing purposes? How do consumers respond to marketing through these channels? These are some of the core questions I have sought to contribute to through my research so far and that I am continuously investigating. I am also interested in how political messages are received in social media. This extends to both traditional campaigns as well as the newer form of political communication, direct interaction between politicians and voters through these new channels.
I defended my doctoral dissertation "Socially acceptable? Exploring consumer responses to marketing in social media" in December 2012.
My interest is not strictly limited to social media, however. I currently have projects ongoing within e-retailing, loyalty programs and native advertising. Some selected publications include:
-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.
-Colliander, J. och Wien, A. (2013) “Trash talk rebuffed: What can we learn from the phenomenon of consumers defending companies criticized in online communities?” European Journal of Marketing. Vol 47 (10).
-Colliander, J., Dahlén, M. och Modig, E., (2015) “Twitter for two: Investigating the effects of tweeting with customers”, International Journal of Advertising. Vol 34 (2).
-Söderlund, M. and Colliander, J. “Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions”, Journal of Retailing and Consumer Services, Vol 25.
Teaching, lecturing and consulting
Besides my research, I am teaching regularly at The Stockholm School of Economics and The Stockholm School of Economics in Riga as course director for BSc courses in market research. I am also responsible for XL, a full semester course in marketing communications, branding and creative business development at the MSc level at the Stockholm School of Economics. Apart from teaching, I am also lecturing and consulting regularly for companies both in Sweden and internationally.