Jonathan David Schöps, MSc BSc BSc

Research and Teaching Assistant

University of Innsbruck School of Management
Department of Strategic Management, Marketing and Tourism
Universitaetsstr. 15
6020 Innsbruck 

Phone: +43 (0) 512/507 72512


  Research Interests:
  • Consumer Culture Theory
  • Performance studies

  • Fashion consumption

  • Body aesthetics
  • Social media

  • Digital methods
  • Visual methods
  • Qualitative Market Research (Master)
  • Intercultural Brand Building (Master)
  • Strategy and Marketing (Bachelor; English)


Journal publications and refereed conference proceedings:
  • Schöps, Jonathan D. (forthcoming), "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 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, March 2017
  • Digital Consumption Symposium, Cass Business School, University of London, October 2016
  • Consumption Theory / Consumer Culture Theorizing, University of Southern Denmark, Odense (Denmark), August 2016


  • Doctorate scholarship of the promotion program for young researchers at the University of Innsbruck (2017)
Nach oben scrollen