Niklas Sörum


Gothenburg Research
Visiting address
Viktoriagatan 13, plan 3
41125 Göteborg
Postal address
Box 603
40530 Göteborg

About Niklas Sörum

Niklas Sörum holds a PhD in Ethnology. He works as a Senior Researcher and is the Director of the Center for Consumer Research, CFK, at the University of Gothenburg. He is also a senior lecturer in Business Administration at the University of Borås.

Niklas does research on the digitalization of consumer culture, collaborative consumption and digital consumer data.

Nikla's most recent research project is about the consumption of data-driven marketing and collection of digital consumer data. His research has been published in scientific journals such as Consumption, Markets & Culture, Journal of Consumer Policy, Journal of Cultural Economy, Journal of Heritage Studies and Culture Unbound. Niklas has published books at publishers such as Ashgate and Routledge focusing on consumer culture.

Research areas

  • Consumer Research
  • Digitalization of Consumer Culture
  • Sustainable and Ethical Consumption
  • Secondhand markets
  • Collaborative Consumption