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Niklas Vallström

Position: Senior Lecturer School/office: Örebro University School of Business

Email: bmlrbGFzLnZhbGxzdHJvbTtvcnUuc2U=

Phone: No number available

Room: N3006

About Niklas Vallström

I am a brother, a son, a partner, and a father of two children. When I am not searching for Pokémon or trying to convince children that it is time to go to sleep, I work as a Senior Lecturer in Consumption at Örebro University.

I earned my PhD from the University of Sunderland in North East England (Haway the lads and lasses!). My research is therefore rather eclectic and driven largely by curiosity rather than by a narrowly defined research niche. Over the years, I have researched topics ranging from value creation and digital communities to disability, sustainability, gangster rap, and YouTube ghost hunters.

Alongside my research and teaching, I also serve as a board member of Saco-S at Örebro University.

Publications

Publications

Articles in journals | Chapters in books | Collections (editor) | Conference papers |

Articles in journals

Södergren, J. , Vallström, N. & Guillet de Monthoux, P. (2024). Introduction to the special issue: marketing insights from popular culture. Journal of Marketing Management, 40 (15-16), 1351-1358. [BibTeX]
Vallström, N. & Imre, Ö. (2024). The Unsustainable Illusion of Interactivity. Högskolepedagogisk debatt (2), 96-100. [BibTeX]
Södergren, J. & Vallström, N. (2023). Disability in influencer marketing: a complex model of disability representation. Journal of Marketing Management, 39 (11-12), 1012-1042. [BibTeX]
Assiouras, I. , Vallström, N. , Skourtis, G. & Buhalis, D. (2023). Exploring how interaction leads to value co-creation, value co-destruction, and value no-creation during service mega-disruptions. Current Issues in Tourism, 27 (20), 3231-3248. [BibTeX]
Alexander, M. & Vallström, N. (2023). Value co-destruction: Problems and solutions. AMS Review, 13 (3-4), 200-210. [BibTeX]
Södergren, J. , Hietanen, J. & Vallström, N. (2022). Tales from the crypt: A psychoanalytic approach to disability representation in advertising. Journal of Consumer Culture, 23 (4), 747-768. [BibTeX]
Assiouras, I. , Vallström, N. , Skourtis, G. & Buhalis, D. (2022). Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery. Annals of Tourism Research, 97. [BibTeX]
Södergren, J. & Vallström, N. (2021). Seeing the invisible: brand authenticity and the cultural production of queer imagination. Arts and the Market, 11 (3), 275-297. [BibTeX]

Chapters in books

Södergren, J. & Vallström, N. (2025). Netnography to Study People with Disabilities: An Interview with Robert V. Kozinets. In: Jonatan Södergren; Niklas Vallström, Disability and Digital Marketing. . Routledge. [BibTeX]
Södergren, J. & Vallström, N. (2024). Disability in influencer marketing: A complex model of disability representation. In: Lauren Gurrieri; Jenna Drenten; Crystal Abidin, Influencer Marketing: Interdisciplinary and Socio-Cultural Perspectives. New York: Routledge. [BibTeX]
Södergren, J. & Vallström, N. (2024). Writing Brands into Historical Silences: Insights from Wide Sargasso Sea. In: Arindam Das; Himadri Roy Chaudhuri; Ozlem Sandikci Turkdogan, Postcolonial Marketing: Images from the Margin (pp. 37-51). . Springer. [BibTeX]

Collections (editor)

Södergren, J. (ed.) & Vallström, N. (ed.) (2025). Disability and Digital Marketing.. Routledge (Routledge Studies in Marketing 51). [BibTeX]

Conference papers

Södergren, J. & Vallström, N. (2025). A Poetic Model of Otherness in Postcolonial Consumer Acculturation. Paper presented at Consumer Culture Theory Conference, London, England, June 24-27, 2025. [BibTeX]
Ulver, S. & Vallström, N. (2025). Too Beautiful: Caring Masculinities in Swedish Gangster Rap Culture. Paper presented at Consumer Culture Theory Conference, London, England, June 24-27, 2025. [BibTeX]
Ulver, S. & Vallström, N. (2024). Haunted by Unrealized Futures: Disrupting the Present in Gangster's Paradise. Paper presented at 12th EIASM Interpretive Consumer Research Workshop, Malaga, Spain, April 18-19, 2024. [BibTeX]
Södergren, J. , Vallström, N. , Dagalp, I. & Broberg, T. (2022). Myth. In: Haipeng (Allan) Chen; Giana Eckhardt; Rebecca Hamilton, Advances in Consumer Research Volume 50. Paper presented at 53rd Annual Conference of the Association for Consumer Research (ACR 2022), Denver, Colorado, USA, October 20-22, 2022. (pp. 40-45). Association for Consumer Research. [BibTeX]
Södergren, J. & Vallström, N. (2020). One-Armed Bandit? An Intersectional Analysis of Kelly Knox and Disabled Bodies in Influencer Marketing. In: Jennifer Argo; Tina M. Lowrey; Hope Jensen Schau, Advances in Consumer Research Volume XLVIII. Paper presented at 48th Association for Consumer Research Conference (ACR 2020), Paris, France (virtual), October 1-4, 2020. (pp. 139-142). Association for Consumer Research. [BibTeX]