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Mariam Humayun (She/Her)

Humayun, Mariam
Assistant Professor
B.B.A (University of Karachi), M.Sc. (Durham University), Ph.D. (Schulich, York)
DMS 5141
613-562-5800 x 4644
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Mariam Humayun is an assistant professor of marketing at the Telfer School of Management, University of Ottawa. Her research interests lie at the intersection of branding, consumer culture, technology, and social media in the contexts of consumer privacy, cryptocurrencies, crypto-communities, gaming, artificial intelligence, digital detoxing, and post-digital consumption. Her PhD dissertation was a multi-sited longitudinal ethnographic/netnographic exploration of the Bitcoin/blockchain ecosystem since 2014, focusing on Bitcoin as a decentralized brand that becomes resilient through multiple crises. She engages in qualitative methods of ethnography and netnography, and operates in the area of consumer culture theory research.

Her work has appeared in Cryptoeconomic Systems, Journal of Business Research, Journal of Marketing Management, Journal of Macromarketing, and Journal of Customer Behaviour. She has presented at the Consumer Culture Theory Conference, the Association for Consumer Research, and the Oxford Internet Institute, and often presents at blockchain meetups or events. She has appeared in media such as the Globe and Mail, as well as on CBC News, Global News, CTV News and CRFA Radio.

Prior to joining Telfer, Dr. Humayun completed her PhD dissertation in 2019 at the Schulich School of Business, York University, under the supervision of Dr. Russell Belk. She also holds a master’s from Durham University.

In addition to her position at the Telfer School of Management, Dr. Humayun is a member of the University of Ottawa Cyber Hub and the Institute for Science, Society and Policy. She is a recipient of the Schulich Teaching Excellence Award. Her research is supported by the Social Sciences and Humanities Research Council of Canada.

Publications during the last 7 years

Papers in Refereed Journals

  • Humayun, M. and Belk, R. 2022. How Brand Hive Minds Thrive: Understanding Bitcoin’s Resilience. Cryptoeconomic Systems, 2(1).
  • Humayun, M. 2022. Bitcoin. Journal of Customer Behaviour, (In Press).
  • Belk, R., Humayun, M. and Brouard, M. 2022. Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets. Journal of Business Research, 153(2022): 198-205.
  • Belk, R., Humayun, M. and Gopaldas, A. 2020. Artificial Life. Journal of Macromarketing.
  • Humayun, M. and Belk, R. 2020. The Analogue Diaries of Postdigital Consumption. Journal of Marketing Management, 36(7-8): 633-659.

Chapters in Books

  • Humayun, M. and Belk, R. Satoshi is dead. Long live Satoshi – The Curious Case of Bitcoin’s Creator. In Research in Consumer Behavior : Consumer Culture Theory. United Kingdom: Emerald Publishing, 2018.

Funded Research during the last 7 years

Funded Research during the last 7 years
From-To Source Title * ** Role Amount
2020-2024 SSHRC Consuming Cryptocurrencies: The Consumer Blockchain Journey R C PI $ 144,774
2020-2022 SSHRC - Insight Development Grants Reclaiming Consumer Privacy: Escapes Through Digital Detoxing R C PI $ 61,468


C: Contract (R and D) | E: Equipment Grant | R: Research Grant | S: Support Award | P: Pedagogical Grant | O: Other, U: Unknown

C: Granting Councils | G: Government | F: Foundations | I: UO Internal Funding | O: Other | U: Unknown

PI = Principal Investigator | Co-I = Co-Investigator | Co-PI = Co-Principal Investigator

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