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.