ZANETTE

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ZANETTE

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. 

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

DOI : 10.1177/00222429241296459

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

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

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

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

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

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

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 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

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

ZANETTE, M. C. - "Investigating taboo consumption and non-consumption: Female consumers’ experiences with pornography - Poster presented at the Consumer Culture Theory Conference" - 2018, Odense

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

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

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

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

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

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

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

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