Publications Database
Welcome to the new Schulich Peer-Reviewed Publication Database!
The database is currently in beta-testing and will be updated with more features as time goes on. In the meantime, stakeholders are free to explore our faculty’s numerous works. The left-hand panel affords the ability to search by the following:
- Faculty Member’s Name;
- Area of Expertise;
- Whether the Publication is Open-Access (free for public download);
- Journal Name; and
- Date Range.
At present, the database covers publications from 2012 to 2020, but will extend further back in the future. In addition to listing publications, the database includes two types of impact metrics: Altmetrics and Plum. The database will be updated annually with most recent publications from our faculty.
If you have any questions or input, please don’t hesitate to get in touch.
Search Results
Russell Belk; M. Humayun; M. Hajirasouliha (2026). "Yes, but…: Technology, Netnography, and Futures", Futures, 175, 103737.
Abstract
The idea of understanding the emergence of hopeful futures with netnography is no doubt a good one. Although netnography is based on the study of a small group of people, it may help understand where larger groups may be going, based on naturally occurring conversations conducted online. Such public and semi-public discourse tends to be polarized, but the more positive visions may indeed offer hope. In the contrarian view offered here, we temper such optimism with a historical view of prognostication in the realm of consumption and everyday life. We find that the practice of predicting the future has become more quantitative, but no more insightful with the rise of the internet and Big Data analytics. Doing in-depth netnography may, however, help understand how trends form and how they may affect the future as much or more than they predict it. We present a new conceptual understanding of the role of hype and visioneering in creating an atmosphere of excitement toward the latest technological innovation and explain why this is important.Lena Cavusoglu and Russell Belk (2025). "Stories Beyond Statistics: Qualitative Methods for Global Marketing Research", Journal of Global Marketing, 38(5), 436–448.
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Abstract
In a world awash with quantitative data, ironically, qualitative methods are needed more than ever. These methods, including ethnography, netnography, videography, and collaborative research, can retrieve the meanings and motivations beyond the numbers and clicks. They help us understand how consumers use products, what they say about them, and how they become entwined with their lives. In this paper, we make a case for using qualitative research methods to investigate global marketing phenomena and understand the cultural meanings behind consumer behavior. Using prior research, we demonstrate the significance of Consumer Culture Theory (CCT) methodologies that prioritize participants’ voices, reveal cultural nuances, and offer deeper insights into increasingly diverse and evolving global markets.Fischer, E. and Smith, A. (2020). "Pay Attention, Please! Person Brand Building in Organized Online Attention Economies", Journal of the Academy of Marketing Science, 49, 258-279.
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Abstract
Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how they attract and retain engaged attention (that is, attention that includes interaction) on such platforms. Through an inductive analysis of qualitative data obtained from a digital platform on which more than 16,000 authors compete for the attention of more than 13 million audience members, we develop theory regarding the iterative process by which person brands attract engaged attention in such online attention economies. Our paper offers practical insights to those seeking to attract attention and increase audience engagement online, as well as guidance to marketers and platform managers interested in taking advantage of this phenomenon.Belk, R. and Ruvio, A. (2018). "Strategies of the Extended Self: The Role of Possessions in Transpeople’s Conflicted Selves", Journal of Business Research, 88, 102-110.
Abstract
Identity conflicts are an integral part of our lives, yet little is known about the implications of such conflicts for people's strategic presentation of their extended selves to others. To explore this topic and the role of possessions within it, we considered an extreme example that puts the issue into sharp relief. Using data from personal interviews with transpeople and information gleaned from their online forums, we identified four self-extending strategies that participants use to cope with and attempt to resolve their identity conflicts: backward self-extension, parallel self-extension, forward self-extension and metamorphosis of the core self. These strategies are ascribed to the evolution of their extended self and the processes of undoing undesired identities while owning up to desired identities. We draw conclusions about expanding the theories of the extended self and performativity in order to better account for self-conflicts and the role of possessions in dealing with these conflicts.Belk, R. (2013). "Visual and Projective Research Methods in Asia", Qualitative Market Research, 16(1), 94-107.
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