معرفی
Maria Carolina Zanette is an Associate Professor at the Marketing Department of NEOMA Business School, France. She holds a PhD in Business Administration and Marketing from EAESP-FGV, Brazil. Her research focuses on intersections of technology, gender, and consumer culture, emphasizing topics like digital marketing ethics, consumer resistance, and the role of social media in identity formation. She directs the Master of Science in Digital Expertise for Marketing, reflecting her expertise in digital transformation and marketing innovation.
Her research interests include gender studies, consumer culture theory, and the societal impacts of technology. Notable themes in her work are the commodification of identity, the paradoxes of digital influencer markets, and the dynamics of consumer mythopoesis. She has contributed to journals such as Journal of Marketing, Journal of Marketing Management, and Consumption, Markets & Culture, exploring topics like sponsored content epistemology, stereotyping in media, and body image politics.
Zanette’s work bridges academic inquiry and practical application, addressing contemporary issues such as the platformization of brand-creator partnerships and the reclamation of marginalized identities through consumer narratives. Her recent studies highlight the role of digital wearables in luxury markets and the socio-cultural implications of ‘ugly luxury’ aesthetics.
Her academic leadership includes organizing international conferences and contributing to edited volumes on intersectional marketing theory and digital consumption. Her teaching emphasizes critical analysis of technology’s role in reshaping marketing paradigms and consumer behaviors.
