Jonathan David Schöps, MSc BSc BSc

Research and Teaching Assistant

University of Innsbruck - Faculty of Business and Management

Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
6020 Innsbruck 

Phone: +43 (0) 512/507 72512

Jonathan Schöps

  Research Interests:
  • Consumer Culture Theory
  • Performance studies

  • Fashion consumption

  • Body aesthetics
  • Digital market dynamics

  • Digital methods
  • Visual methods
  • Qualitative Market Research (Master Marketing and Branding)
  • Intercultural Brand Building (Master Marketing and Branding)
  • Strategy and Marketing (Bachelor Management and Economics; English)
  • Master thesis supervision in Strategic Management (MSc)
  • Diploma thesis supervision in International Economic and Business Studies (Mag.)
  • Bachelor thesis supervision in Management and Economics (BSc)
Management activities:
  • Organizer and chair of the international academic conference 'Brand Camp'
Journal publications and refereed conference proceedings:
  • Rojkowski, Veronika and Jonathan D. Schöps (forthcoming), "Assembling Fitness on Instagram A Critical Visual Content Analysis of Consumer-Generated Content," in NA - Advances in Consumer Research, Vol. 49.  
  • Schöps, Jonathan D. (2020), "Consuming Commodified Bodies - Performative (Re-)embodiment of Digital Corporeal Consumption," in NA - Advances in Consumer Research, Vol. 48.  
  • Schöps, Jonathan D., Stephanie Kogler, and Andrea Hemetsberger (2020), "(De-)stabilizing the digitized fashion market on Instagram–dynamics of visual performative assemblages," Consumption, Markets & Culture, 23 (2), 195213.   
  • Schöps, Jonathan D. (2018), "Consuming Commodified Selves - Accelerated Identity Co-construction Dynamics Through Fashion Performances on Instagram," in NA - Advances in Consumer Research, Vol. 46.   
  • Schöps, Jonathan D., Philipp K. Wegerer, and Andrea Hemetsberger (2017), "Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - The Case of American Apparel," in NA - Advances in Consumer Research, Vol. 45.    
International conferences / workshops:
  • Association for Consumer Research Conference 2021, Seattle, Washington (virtual), October 2021
  • Association for Consumer Research Conference 2020, Paris, FR (virtual), October 2020
  • Digital Methods Workshop, University of Innsbruck, AT, October 2019
  • Digital Sociology Hackaton, University of Naples Federico II, Naples, IT, June 2019
  • Association for Consumer Research Conference 2018, Dallas, TX, October 2018
  • Instagram Conference 2018, Middlesex University, London, UK, June 2018
  • Brand Camp 4, Obergurgl, AT, April 2018
  • Association for Consumer Research Conference 2017, San Diego, CA, October 2017
  • 5th French-Austrian-German Workshop on Consumer Behavior, University of Vienna, AT, March 2017
  • Digital Consumption Symposium, Cass Business School, London, UK, October 2016
  • Canon of Classics - Consumer Culture Theorizing, University of Southern Denmark, Odense, DK, August 2016
  • Association for Consumer Research (ACR)
  • Doctorate scholarship of the promotion program for young researchers at the University of Innsbruck (2017)
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