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Daiane Scaraboto

Associate Professor of Marketing, The University of Melbourne

My research focuses on theories of consumer culture: I study consumption and consumers from a socio-cultural approach that privileges the meanings, symbols, narratives, and interactions among consumers and between consumers and companies. Sociology, anthropology, and media and cultural studies inform my theorizing of the ways in which consumers may create, shape, or destruct market opportunities. My research projects cover consumer engagements in activities and sectors as varied as plus-size fashion, plastic shoes, the hobby of geocaching, and Xbox games. I mostly employ qualitative research methods, including interviews, ethnography and netnography, which involves observing online interactions to learn about consumption phenomena. I teach Social Media for Marketing from a cultural and strategic approach and have given several talks on related subjects.


  • 2019–present
    Associate professor of Marketing, University of Melbourne
  • 2012–present
    Associate professor of Marketing, Pontificia Universidad Catolica de Chile


  • 2012 
    York University, PhD in Business Administration