MISLEAD Project (External organisation)

Diaz Ruiz, C. A. (Board member)

Marketing, Vaasa

Activity: Membership › Membership in academic committee, council, board

Description

Scientific advisory board member of the MISLEAD Project hosted by the University of Vaasa

MISLEAD is an Academy of Finland project that investigates misleading commercial practices in digital market spaces. Various online scams to mislead consumers have exploded. The harmfulness of the phenomenon is acknowledged, but multidisciplinary and critical analysis of the market logic is lacking. MisLead investigates the roles and practices of human and non-human actors in disseminating misleading online content. The research team consists of researchers in consumer research, communication sciences, human-technology interaction, economics and law from the university of Vaasa.

Period	09.2025 → 08.2029
Held at	MISLEAD Project, Finland
Degree of Recognition	National

Documents & Links

The Mislead project investigates misleading commercial practices in digital market spaces. Various online scams to mislead consumers have exploded. The harmfulness of the phenomenon is acknowledged, but multidisciplinary and critical analysis of the market logic is lacking. MisLead investigates the roles and practices of human and non-human actors in disseminating misleading online content. The research team consists of researchers in consumer research, communication sciences, human-technology interaction, economics and law from the university of Vaasa. The project focuses especially on e-commerce of fashion and clothing and examines the rhetorical, technological and gamification mechanisms used to mislead consumers, as well as how they affect consumer well-being and financial literacy. In addition to a more multidisciplinary conceptual understanding, the project will produce a media literacy guide and a tool for identifying dark patterns in user interface design. Scientific advisory board members Associate professor Carlos Diaz Ruiz, Hanken School of Economics Professor Simon Lindgren, Umeå University Professor Eusebio Scornavacca, Arizona State University Professor Irina Shklovski, University of Copenhagen Professor Mujde Yuksel, Suffolk University

MISLEAD Project (External organisation)

Description

Documents & Links

Related content

Research output

From consumers to consumption: The socio-technical assemblage of the persona in market segmentation

Echo chamber dynamics on social media

Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media