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ZANETTE Maria Carolina

PhD, Business Administration and Marketing

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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

  • 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
    DOI : 10.1177/00222429241296459
  • 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
  • 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

Article

  • 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
    DOI : 10.1177/00222429241296459
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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

Book chapter

  • 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
  • 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

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

Academic conferences

  • 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

Participation at an academic or professional conference

  • ARSEL, Z., M. C. ZANETTE, "Sponsored Content and Institutional Work: How Epistemic Contests about Monetization Shape Markets" in Global Digital Cultures, 2022, Amsterdam, Netherlands
  • ZANETTE, M. C., "Online witches and consumer mythopoesis" Research Seminar. 2021, Portsmouth, United Kingdom
  • 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

Professional journals

  • 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
  • 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

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