Hanken School of Economics
Linnaeus University
Carlos Diaz Ruiz and Tomas Nilsson are the recipients of the 2025 Thomas C. Kinnear Award for their article, “Disinformation and Echo Chambers: How Disinformation Circulates on Social Media Through Identity-Driven Controversies,” which appeared in the January 2023 issue (Vol. 42, No. 1) of Journal of Public Policy & Marketing (special issue on Marketing to Prevent Radicalization).
Carlos Diaz Ruiz is Associate Professor at Hanken School of Economics in Finland. His research revolves around market-shaping, consumer culture, and disinformation. Before entering academia, he worked as a consumer insights consultant for major companies in Latin America, where he developed his proficiency as an ethnographer specializing in business anthropology and in-depth research methods associated with consumer culture theory. His work aims for academic rigor and practical relevance; as a result, ESOMAR, a global professional association for market research and insights, recognized his contributions to the Insights Industry by including him in the “Insights250” list for 2022 and 2024.
Tomas Nilsson is Senior Lecturer at Linnaeus University School of Business and Economics in Sweden. He researches rhetorical aspects of everyday consumer and organizational practices by means of qualitative methodology with respect to empirical contexts such as leadership, marketing, entrepreneurship, and tourism. He also acts as a keynote speaker and senior advisor in strategic communication.
The authors note,
We are honored to receive the 2025 Kinnear Award for our study on how disinformation thrives in the identity-led conflicts that are part and parcel of social media. The study proposes that disinformation can be understood as a coordinated rhetorical conflict designed to stir controversy and force audiences to take sides in an identity-driven conflict.
The amplification of disinformation online is becoming the “problem zero” of our times because we cannot solve any existential threats, including climate change and the erosion of democratic institutions, if we cannot agree on the most fundamental facts, such as the shape of the Earth.
As the editorial board of JPP&M recognizes this contribution with the 2025 Thomas C. Kinnear Award, the board signals the research potential for approaching a complex topic such as disinformation from the perspective of consumer culture theory and marketing theory. Whereas disinformation researchers typically have backgrounds in journalism and political communication, marketing researchers contribute knowledge on consumer practices to support policymakers when addressing society’s growing polarization.
We thank the Consumer Culture Theory community for enabling our research into controversial online communities without judging them. We are thankful for their feedback and encouragement during conferences and commenting on drafts.
Finally, we recognize the valuable contribution of the JPP&M editors and the anonymous reviewing team, who challenged and encouraged us to improve the paper during the multiple rounds of review. They took on the role of gardeners, nurturing the quality of the manuscript with their constructive comments.
Named after JPP&M’s founding editor, Thomas C. Kinnear, the award honors articles that make the most significant contribution to the understanding of marketing and public policy issues within a three-year time period. (See a list of previous award winners.) JPP&M editors Jeremy Kees and Beth Vallen oversaw the selection process.
In addition to the winning article, the other excellent finalists for the award were:
“Rethinking Service Systems and Public Policy: A Transformative Refugee Service Experience Framework,” by Silke Boenigk, Raymond Fisk, Sertan Kabadayi, Linda Alkire, Lilliemay Cheung, Canan Corus, Jörg Finsterwalder, Aaron A. Kreimer, Nadina Luca, Mansour Omeira, Pallab Paul, Marcos F. Santos, and Nina Smidt
“Addressing Barriers to Mental Health Wellness: Prescriptions for Marketing,” by Elyria Kemp, Cassandra D. Davis, and McDowell Porter, III
“Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy,” by T.J. Weber, Chris Hydock, William Ding, Meryl Gardner, Pradeep Jacob, Naomi Mandel, David E. Sprott, and Eric Van Steenburg
About Journal of Public Policy & Marketing
Journal of Public Policy & Marketing is a forum for understanding the nexus of marketing and public policy, with each issue featuring a wide-range of topics, including, but not limited to, ecology, ethics and social responsibility, nutrition and health, regulation and deregulation, security and privacy.
About the American Marketing Association
As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good.
AMA views marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. You can learn more about AMA’s learning programs and certifications, conferences and events, and scholarly journals at AMA.org.