![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# ZANETTE Maria Carolina { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://neoma-bs.com/" }, { "@type": "ListItem", "position": 2, "name": "ZANETTE\u0020Maria\u0020Carolina", "item": "https://neoma-bs.com/node/8606.md" } ] } - [Home](https://neoma-bs.com/) - ZANETTE Maria Carolina ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/30409-zanette-maria-carolina.jpg?itok=TMpOm2C2)ZANETTE Maria Carolina Associate Professor - About - Academic publications [Marketing](https://neoma-bs.com/departements/marketing) PhD, Business Administration and Marketing Maria Carolina Zanette is an Associate Professor of Marketing at NEOMA Business School. She holds a PhD in marketing strategies from EAESP-FGV, Brazil. Her teaching subjects are related to how new technologies affect marketing, technocultures, and social media management. Her research interests center around gender, the intersections of technology and society, social media, consumer resistance, and consumer culture theory in general. Her work has been published in journals such as Journal of Business Research, Sociology, and Consumption, Markets, & Culture. She is also the Director of the Master of Science Digital Expertise for Marketing. ### Areas of research - Gender - Social Media - Consumer Culture Theory - Consumer Resistance ## Recent academic contributions ZANETTE, M. C., A. SCHNEIDER DALLOLIO, E. P. Z. BRITO, "Cachaceiros and mongrels: The call for locally informed taste theory", 2025, United Kingdom LESCOAT, P., M. C. ZANETTE, S. REYNAUD, "“Don’t touch our gender stereotypes”: the role of doublethink rhetoric in backlash legitimation" in *EGOS Conference*, 2025, Athens, Greece ARSEL, Z., M. C. ZANETTE, C. DA ROCHA MELO, "Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors", *Journal of Marketing*, February 2025, vol. 89, no. 6, pp. 57-76 DOI : [ 10.1177/00222429241296459 ](https://dx.doi.org/10.1177/00222429241296459) ## Publications ARSEL, Z., M. C. ZANETTE, C. DA ROCHA MELO, "Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors", *Journal of Marketing*, February 2025, vol. 89, no. 6, pp. 57-76 DOI : [ 10.1177/00222429241296459 ](https://dx.doi.org/10.1177/00222429241296459) DALLOLIO, A. S., M. C. ZANETTE, E. P. Z. BRITO, "Symbolic power among preteens: consumption competences and social media influence", *European Journal of Marketing*, August 2025 DOI : [ 10.1108/EJM-02-2023-0094 ](https://dx.doi.org/10.1108/EJM-02-2023-0094) RAYNAUD, S., M. C. ZANETTE, C. VALOR MARTÍNEZ, P. ANTONETTI, "“I want world peace… oh, and bigger boobs”: repetitions and stereotyping on ’ sustainable character Phoebe", *Journal of Marketing Management*, August 2024, vol. 40, no. 15-16, pp. 1384-1410 DOI : [ 10.1080/0267257X.2024.2380795 ](https://dx.doi.org/10.1080/0267257X.2024.2380795) BONNIN, G., M. C. ZANETTE, "Au cœur des villes, la consommation locale n’atteint pas toujours le cœur de la clientèle", *The Conversation*, December 2024 ZANETTE, M. C., D. RINALLO, L. MIMOUN, "Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis", *Marketing Theory*, March 2023, vol. 23, no. 1, pp. 163-182 DOI : [ 10.1177/14705931221124044 ](https://dx.doi.org/10.1177/14705931221124044) RINALLO, D., J. PIRES DE SANTANA, M. C. ZANETTE, S. APPAU, J. COFFIN, G. ECKHARDT, C. EICHERT, K. HUSEMANN, M. MOUFAHIM, V. RODNER, L. STEVENS, "Where spirituality and religion meet gender and sexuality: Towards a research agenda for intersectional marketing theory" Forthcoming *Marketing Theory* SCHNEIDER DALLOLIO, A., M. C. ZANETTE, E. PEREIRA ZAMITH BRITO, "Unpacking the spillover effect of liminality: preteens’ mothers’ experience as emotionally connected participants", *Journal of Marketing Management*, October 2023, vol. 39, no. 15-16, pp. 1-27 DOI : [ 10.1080/0267257X.2023.2251507 ](https://dx.doi.org/10.1080/0267257X.2023.2251507) PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing digital luxury wearable assets: imaginaries and practices", *Carnets de la Consommation*, June 2023, vol. 10, no. 6 ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", *Journal of Business Research*, June 2022, vol. 145, pp. 784-800 DOI : [ 10.1016/j.jbusres.2022.02.087 ](https://dx.doi.org/10.1016/j.jbusres.2022.02.087) VIOTTO, M., M. C.ZANETTE, E.BRITO, "Looking good or feeling good? The dual role of the body in the taste transformation process", *Consumption Markets & Culture*, January 2021, vol. 24, no. 1, pp. 54-74 DOI : [ 10.1080/10253866.2020.1726329 ](https://dx.doi.org/10.1080/10253866.2020.1726329) ZANETTE, M. C., E. P. Z. BRITO, I. A. FONTENELLE, M. DE CAMARGO HECK, "Eating one’s own otherness: When producers commercialize their ethnicities", *Journal of Business Research*, May 2021, vol. 129, pp. 134-144 DOI : [ 10.1016/j.jbusres.2021.02.057 ](https://dx.doi.org/10.1016/j.jbusres.2021.02.057) DASKALOPOULOU, A., M. C. ZANETTE, "Women who watch porn: Market-mediated gendered discourses and consumption of pornography", *Advances in Consumer Research*, May 2020, vol. 54, no. 9, pp. 969-986 DASKALOPOULOU, A., M. C.ZANETTE, "Women’s Consumption of Pornography: Pleasure, Contestation, and Empowerment", *Sociology*, October 2020, vol. 54, no. 5, pp. 969-986 DOI : [ 10.1177/0038038520918847 ](https://dx.doi.org/10.1177/0038038520918847) ZANETTE, M. C., D.SCARABOTO, "“To Spanx or not to Spanx”: How objects that carry contradictory institutional logics trigger identity conflict for consumers", *Journal of Business Research*, December 2019, vol. 105, pp. 443-453 DOI : [ 10.1016/j.jbusres.2019.02.065 ](https://dx.doi.org/10.1016/j.jbusres.2019.02.065) ZANETTE, M. C., D.SCARABOTO, "From the corset to Spanx: shapewear as a marketplace icon", *Consumption Markets & Culture*, June 2019, vol. 22, no. 2, pp. 183-199 DOI : [ 10.1080/10253866.2018.1497988 ](https://dx.doi.org/10.1080/10253866.2018.1497988) ZANETTE, M. C., E.PEREIRA ZAMITH BRITO, "Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers", *Consumption Markets & Culture*, September 2019, vol. 22, no. 4, pp. 363-382 DOI : [ 10.1080/10253866.2018.1512241 ](https://dx.doi.org/10.1080/10253866.2018.1512241) ZANETTE, M. C., I. BLIKSTEIN, L. VISCONTI, "Intertextual virality and vernacular repertoires: Internet memes as objects connecting different online worlds.", *RAE Revista de Administracao de Empresas*, May 2019, vol. 59, no. 3, pp. 157-169 VIOTTO, M. H., B.SUTIL, M. C.ZANETTE, "LEGITIMACY AS A BARRIER: AN ANALYSIS OF BRAZILIAN PREMIUM COCOA AND CHOCOLATE LEGITIMATION PROCESS", *Revista de Administração de Empresas*, June 2018, vol. 58, no. 3, pp. 267-278 DOI : [ 10.1590/s0034-759020180307 ](https://dx.doi.org/10.1590/s0034-759020180307) ZANETTE, M. C., C. E.LOURENÇO, E. P. Z.BRITO, "O peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size", *Revista de Administração de Empresas*, December 2013, vol. 53, no. 6, pp. 539-550 DOI : [ 10.1590/S0034-75902013005000001 ](https://dx.doi.org/10.1590/S0034-75902013005000001) ZANETTE, M. C., E. P. Z.BRITO, M.COUTINHO, "New influentials: An exploratory study on blogs", *Journal of Direct, Data and Digital Marketing Practice*, July 2013, vol. 15, no. 1, pp. 36-46 DOI : [ 10.1057/dddmp.2013.45 ](https://dx.doi.org/10.1057/dddmp.2013.45) ## Others ZANETTE, M. C. - "Investigating taboo consumption and non-consumption: Female consumers’ experiences with pornography - Poster presented at the Consumer Culture Theory Conference" - 2018, Odense ## Chapters ZANETTE, M. C., D. SCARABOTO, "Being versus Getting a Brazilian Colonial Imaginaries of Sexuality." in *Sexuality in Marketing and Consumption: Queer Theory, Feminist Research, and Intersectionality*., A. Daskalopoulou, D. Pirani and J. Ostberg Eds, Routledge, pp. 14, 2024 DOI : [ 10.4324/9781003454533 ](https://dx.doi.org/10.4324/9781003454533) RINALLO, D., L. MIMOUN, M. C. ZANETTE, "Streghe contemporanee e social media" in *Antropologia delle tenebre : magia, stregoneria e malefici*., Francesco Bravin, Riccardo Massara, Cristina Resa e Marta Villa Eds, Associazione Antropolis - Associazione di Promozione Sociale, pp. 91-125, 2022 ZANETTE, M. C., M. H. VIOTTO, "Tecnologia e consumo: uma relacao paradoxal" in *Aspectos Culturais do Consumo*., Karin Brondino-Pompeo, Isabela Carvalho de Morais, Carla Caires Abdalla Eds, Pimenta Cultural, pp. 93-108, 2022 VIOTTO, M. H., A. DALLOLIO, M. C. ZANETTE, "Regimes de gosto e distincao social" in *Aspectos Culturais do Consumo*., Karin Brondino-Pompeo, Isabela Carvalho de Morais and Carla Caires Abdalla Eds, Pimenta Cultural, pp. 177-193, 2022 VIOTTO, M. H., M. C. ZANETTE, "O corpo na intersecçao: saude, moda e disciplina" in *Aspectos Culturais do Consumo*., Karin Brondino-Pompeo, Isabela Carvalho de Morais and Carla Caires Abdalla Eds, Pimenta Cultural, pp. 224-244, 2022 SCARABOTO, D., M. C.ZANETTE, "Shapewear or nothing to wear, The ambiguity of shapewear in the plus- size fashion market" in *Women, Consumption, and Paradox*., Timothy de Waal Malefyt, Maryann McCabe Eds, Routledge, pp. 55-77, 2020 ZANETTE, M. C., E. P. Z.BRITO, "Fashionable subjects and complicity resistance: power, subjectification, and bounded resistance in the context of plus-size consumers" in *Gender After Gender in Consumer Culture*., Elisabeth Tissier-Desbordes, Luca M. Visconti Eds, Routledge, pp. 363-382, 2020 ## Conferences LESCOAT, P., M. C. ZANETTE, S. REYNAUD, "“Don’t touch our gender stereotypes”: the role of doublethink rhetoric in backlash legitimation" in *EGOS Conference*, 2025, Athens, Greece ZANETTE, M. C., L. BEZERRA DE SOUZA MATOS, J. LOPES, "On Whiteness and in-betweenness: Reflections of highly skilled Brazilian immigrants in France." in *EGOS - Milan*, 2024 ZANETTE, M. C., D. RINALLO, L. MIMOUN, R. KOZINETS, "The digital plane and the astral plane have converged”: a longitudinal exploration of the witchcraft field combining netnography with in-person ethnography" in *NETNOCON 2024 - Milan*, 2024 PUESCHEL, J., M. C. ZANETTE, L. B. XAVIER, I. ULRICH, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in *Fifty Years of Consumer Research*, 2023 ULRICH, I., J. PUESCHEL, M. C. ZANETTE, X. BURTIN, "Introducing Digital Luxury Wearables: Imaginaries and Practices" in *Global Marketing Conference*, 2023 PUESCHEL, J., M. C. ZANETTE, I. ULRICH, "Introducing Digital Luxury Wearables: imaginairies and practices" in *International Conference on Crypto-Marketing*, 2022 ZANETTE, M. C., "The Impossible Profession of Being an Influencer" in *Association for Consumer Research*, vol. 49, 2021, Seattle, United States ARSEL, Z., M. C. ZANETTE, "Influencers and the Shaping of Markets: Actors, Processes, and Sociotechnical Configurations" in *Association for Consumer research*, vol. 49, no. 647-653, 2021, Online, United States ZANETTE, M. C., "Online Witches: Narratives of Empowerment and Disempowerment at the Intersection of Gender and Sexuality" in *Interpretative Consumer Research Conference*, 2019, Lyon ZANETTE, M. C., "Consumer reflexivity and the role of legitimacy frames in pornography consumption" in *Bringing Institutional Theory to Marketing Conference*, 2019, Paris ZANETTE, M. C., "Shapewear or Nothing to Wear?: An Object-Centered Analysis of Intersecting Assemblages" in *13th Conference on Gender, Marketing and Consumer Behaviour*, 2016 ZANETTE, M. C., "Illegitimate Identity, Illegitimate Markets: Ideological Contradictions and the Prevention of the Emergence of a Plus-Size Fashion Market" in *13th Conference on Gender, Marketing and Consumer Behaviour*, 2016, Paris, France ZANETTE, M. C., C. C.ABDALLA, E. P. Z.BRITO, "Distinção com pão e mortadela. A formação e a reprodução do capital cultural por meio da paródia da marca Dolly" in *Congresso Latino Americano de Varejo*, 2014, São Paulo. ZANETTE, M. C., "Interacting to last: how small companies use online social media to build their corporate image" in *Academy of Marketing*, 2014, Bournemouth. ZANETTE, M. C., "Distinção com pão e mortadela. A formação e a reprodução do capital cultural por meio da paródia da marca Dolly" in *Congresso Latino Americano de Varejo*, 2014 ZANETTE, M. C., "Consumer and Companies on Facebook fan pages: an analysis of online communication strategies for small companies" in *Academy of Marketing Science Conference*, 2013, Monterey, Canada ZANETTE, M. C., E. P. Z.BRITO, "New Influentials: How Consumption Manifests on Blogs" in *Academy of Marketing Science*, 2012, New Orleans, United States ZANETTE, M. C., E. P. Z.BRITO, "Commercial interventions in blogs through new influentials" in *Academy of Marketing*, 2012, Southampton ZANETTE, M. C., C. E.LOURENÇO, E. P. Z.BRITO, "Identidade pelo varejo: Uma abordagem pósmoderna olhando a moda plus size" in *Congresso Latino Americano de Varejo*, 2012, São Paulo ZANETTE, M. C., "New Influentials: How Consumption Manifests on Blogs" in *Academy of Marketing Science*, 2012, New Orleans ZANETTE, M. C., "Commercial interventions in blogs through new influentials" in *Academy of Marketing*, 2012, Southampton, United Kingdom ZANETTE, M. C., "Identidade pelo varejo: Uma abordagem pós-moderna olhando a moda plus size" in *Congresso Latino Americano de Varejo*, 2012, São Paulo ZANETTE, M. C., E. P. Z.BRITO, J.PARENTE, "Own Brand and Retailers Corporate Brand Personalities Alignment" in *Academy of Marketing Conference 2011: Marketing Fields Forever*, 2011, Liverpool ZANETTE, M. C., "Own Brand and Retailers Corporate Brand Personalities Alignment" in *Academy of Marketing*, 2011, Liverpool ## Reviews ZANETTE, M. C. - "Consumer activism, promotional culture, and resistance: integrating a celebratory fragmented literature and showing a dark side" - 2023, *Consumption, Markets and Culture* DOI : [ 10.1080/10253866.2023.2219613 ](https://dx.doi.org/10.1080/10253866.2023.2219613) ZANETTE, M. C. - "Consumer activism, promotional culture, and resistance: integrating a celebratory fragmented literature and showing a dark side: by Eleftheria Lekakis, London, Sage Publications, 2022, 256 pp., ISBN 978-1529723090. Consumption Markets & Culture, 26(5), 397–401" - 2023 ## Books ZANETTE, M. C., *Gestão de operações no Varejo – São Paulo*, Editora Senac São Paulo, São Paulo, 2017 ZANETTE, M. C., E. P. Z.BRITO, C. C.ABDALLA, M.FERREIRA, R.LIMONGI, B.ROSENTHAL, *Corporate Branding in Facebook Fan Pages*, Business Expert Press, New York, United States, 2015 ZANETTE, M. C., *Influência Digital: o papel dos novos influentes no consumo*, Appris, Curitiba, 2015 ## Conference contributions ZANETTE, M. C., A. SCHNEIDER DALLOLIO, E. P. Z. BRITO, "Cachaceiros and mongrels: The call for locally informed taste theory", 2025, United Kingdom ARSEL, Z., M. C. ZANETTE, "Sponsored Content and Institutional Work: How Epistemic Contests about Monetization Shape Markets" in *Global Digital Cultures*, 2022, Amsterdam, Netherlands ## Research seminars PUESCHEL, J., M. C. ZANETTE, M. TOUZANI, "Re-arranging dressing practices: the role of objects in spreading ugly luxury " *Marketing Research Seminar - Neoma Business School*. 2021, On-line, France ZANETTE, M. C., "Online witches and consumer mythopoesis" *Research Seminar*. 2021, Portsmouth, United Kingdom ## Commissioned studies SUQUET, J.-B., P. LESCOAT, A. ROUQUET, A. SOUCHAUD, M. C. ZANETTE, *"Concevoir et animer un bureau du commerce, propositions pour la redynamisation des centres-villes"*, 2023