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ZANETTE Maria Carolina

PhD, Business Administration and Marketing

Maria Carolina Zanette holds a PhD in marketing strategies from EAESP-FGV, Brazil. At Neoma, she is an assistant Professor of Marketing. 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 resistance, consumer culture theory

Recent academic contributions

  • 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
  • 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
  • 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

Academic Journals

  • 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
  • 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
  • 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
  • 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

  • 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., Influência Digital: o papel dos novos influentes no consumo, Appris, Curitiba, 2015
  • 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

Academic conferences

  • DASKALOPOULOU, A., M. C.ZANETTE, "Women who watch porn: Market-mediated gendered discourses and consumption of pornography", Advances in Consumer Research, vol. 54, no. 9, pp. 969-986, 2020, Rouen, France
  • 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., "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., "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., 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., "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., "Interacting to last: how small companies use online social media to build their corporate image" in Academy of Marketing, 2014, Bournemouth.
  • 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., "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., 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., E. P. Z.BRITO, "Commercial interventions in blogs through new influentials" in Academy of Marketing, 2012, Southampton
  • 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., "New Influentials: How Consumption Manifests on Blogs" in Academy of Marketing Science, 2012, New Orleans
  • 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