• john-cameron-FMrZLPdDyx4-unsplash

Social Media, Big Data, and Critical Marketing

A Book Chapter by Christian Fuchs, published by Routledge

Christian Fuchs has written a new chapter on Social Media, Big Data, and Critical Marketing for The Routledge Companion to Critical Marketing, edited byMark Tadajewski, Matthew Higgins, Janice Denegri-Knott, Rohit Varman. The brings together the latest research in Critical Marketing Studies in one authoritative and convenient volume. The world’s leading scholars and rising stars collaborate here to provide a survey of this lively subdiscipline. In doing so they demonstrate how a critical approach yields an enriched understanding of marketing theory and practice, its role in society, and its relationship with consumers themselves.

It is the first attempt to capture the state of Critical Marketing research in many years. As such, this seminal work is unmissable for scholars and students of marketing and consumer research as well as those exploring sociology, media studies, anthropology and consumption scholarship more generally.

This edited volume on Critical Marketing Studies is essential reading for all constituencies, including academics, marketing practitioners, consumers, and advocacy groups, that wish to fully understand the good, bad, and ugly of how exchange relationships manifest in most economies. Well-written, timely, and documented to the finest detail, the various authors put forth an excellent analysis and critique of a system that impacts all of humanity and its quality of life. Read it or face the consequences of continued ignorance!

Ronald Paul Hill (Ph.D. in Business Administration from the University of Maryland) is a Visiting Professor of Marketing and holds a Dean’s Excellence Faculty Fellowship at the Kogod School of Business, American University, USA

This book offers a foundational resource for critical work in marketing that goes beyond criticism to generate compelling new ideas, productive insights, and transformational paradigms. Close attention will cause readers to rethink their fundamental understanding of marketing.

Jonathan Schroeder, William A. Kern Professor in Communications, Rochester Institute of Technology, New York, USA

There is a great need for more Critical Marketing Studies and this book brings together a thorough review of what has been done thus far. Inspiration abounds in these chapters and they will open the imagination and conscience to new problems that cry out for critical attention.

Russell Belk, Distinguished Research Professor and Kraft Foods Canada Chair of Marketing, York University, Canada

Drawing on their vast collective knowledge, Tadajewski, Higgins, Denegri-Knott, and Varman skilfully help students and scholars understand the importance, trajectory, and scope of Critical Marketing Studies. This is the kind of companion I wish I’d had when I began my career. I can’t recommend it highly enough.

Anthony Patterson, Professor of Marketing, University of Liverpool, UK


Photo by John Cameron on Unsplash

Christian Fuchs


Christian Fuchs is Professor at, and the Director of, the Communication and Media Research Institute. He is also Director of the Westminster Institute for Advanced Studies.

His fields of expertise are critical digital & social media studies, Internet & society, political economy of media and communication, information society theory, social theory and critical theory.


14 February 2019
Published By
Share this article
CAMRI | Social Media, Big Data, and Critical Marketing - CAMRI
class="pirenko_portfolios-template-default single single-pirenko_portfolios postid-2612 samba_theme samba_left_nav samba_left_align samba_responsive thvers_85 wpb-js-composer js-comp-ver-6.5.0 vc_responsive"