Daiane Scaraboto

“No piracy talk”: how online brand communities work to denormalize controversial gaming practices

Daiane Scaraboto, Stefânia Ordovás de Almeida, João Pedro dos Santos Fleck

Journal article  |  2020  |  Internet Research

Purpose The purpose of this study is to explain how online brand communities work to support the denormalization of controversial ..

Restoring balance: how consumers orchestrate family care following unplanned disruption

Flavia Cardoso, Pilar Rojas-Gaviria, Daiane Scaraboto

Journal article  |  2020  |  Journal of Marketing Management

How do consumers orchestrate multiple and complex practices of care when faced with unplanned disruptions to their lives, such as ..

“To Spanx or not to Spanx”: How objects that carry contradictory institutional logics trigger identity conflict for consumers

MC Zanette, D Scaraboto

Journal article  |  2019  |  Journal of Business Research

Despite claims supporting its relevance, the role of objects as carriers of institutional logics has been overlooked in marketing ..

Motherhood in migration: schools as acculturation agents

P Rojas Gaviria, F Cardoso, D Scaraboto, L De Araujo Gil

Journal article  |  2019  |  Consumption Markets & Culture

Motherhood roles lie at the intersection of gender, professional, family, and social identities and are highly contextualized in c..

Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers

Meriam Belkhir, Myriam Brouard, Katja H Brunk, Marlon Dalmoro, Marcia Christina Ferreira, Bernardo Figueiredo, Aimee Dinnin Huff, Daiane Scaraboto, Olivier Sibai, Andrew N Smith

Journal article  |  2019  |  Academy of Management Learning & Education

This study examines academic isolation—an involuntary perceived separation from the academic field to which one aspires to belong,..

From the corset to Spanx: shapewear as a marketplace icon

MC Zanette, D Scaraboto

Journal article  |  2019  |  Consumption Markets & Culture

This article presents the marketplace icon of shapewear—clothing that changes the shape of the human body by compressing or enhanc..

Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities

SO de Almeida, D Scaraboto, JP dos Santos Fleck, M Dalmoro

Journal article  |  2018  |  Journal of Interactive Marketing

Seriously engaged consumers create and manage online communities dedicated to brands or consumption activities, but this type of e..

Evolving netnography: how brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research

RV Kozinets, D Scaraboto, MA Parmentier

Journal article  |  2018  |  Journal of Marketing Management

The basis of netnography is rather simple. It is grounded by the principle that the perspective of an embodied, temporally, histor..

Consumer-Produced, Emergent, and Hybrid Markets

Daiane Scaraboto, Eminegül Karababa

Book Chapter  |  2018

This textbook systematically explores the rich mosaic of consumer culture and the ways it affects personal identity, social intera..

Why papers are rejected and how to get yours accepted: Advice on the construction of interpretive consumer research articles

E Fischer, A Gopaldas, D Scaraboto

Journal article  |  2017  |  Qualitative Market Research: An International Journal

Purpose: Interpretive consumer researchers frequently devote months, if not years, to writing a new paper. Despite their best effo..

Value Creation in Heterogeneous Collaborative Networks

Daiane Scaraboto

Journal article  |  2017  |  RIMAR. Revista Interdisciplinar de Marketing

Consumer research has examined the process of value creation in brand communities and similar collectives. Nevertheless, extant re..

Holy Mary Goes ’Round: Using Object Circulation to Promote Hybrid Value Regimes in Alternative Economies

D Scaraboto, B Figueiredo

Journal article  |  2017  |  Journal of Macromarketing

This study examines how object circulation—the recurrent transferring of objects among members of a group—can be used to foster a ..

Cultural influences on expectations and evaluations of service quality in emerging markets

R Guesalaga, M Pierce, D Scaraboto

Journal article  |  2016  |  International Marketing Review

The systemic creation of value through circulation in collaborative consumer networks

B Figueiredo, D Scaraboto

Journal article  |  2016  |  Journal of Consumer Research

"My plastic dreams": Towards an extended understanding of materiality and the shaping of consumer identities

MC Ferreira, D Scaraboto

Journal article  |  2016  |  Journal of Business Research

Materials matter: An exploration of the curatorial practices of consumers as collectors

D Scaraboto, MC Ferreira, E Chung

Book Chapter  |  2016  |  Research in Consumer Behavior: a research annual

Triggers, tensions and trajectories: Towards an understanding of the dynamics of consumer enrolment in uneasily intersecting assemblages

D Scaraboto, E Fischer

Book Chapter  |  2015

How to Create Value via Object Circulation in Gift‐Systems

Daiane Scaraboto, Bernardo Figueiredo

Conference Proceedings  |  2015  |  Ethnographic Praxis in Industry Conference Proceedings

Gift‐systems build relationships and create various types of value for the individuals who participate in them. Organizations may ..

Selling, sharing, and everything in between: The hybrid economies of collaborative networks

D Scaraboto

Journal article  |  2015  |  Journal of Consumer Research

Frustrated Fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets

Daiane Scaraboto, Eileen Fischer

Book Chapter  |  2014

The branded and gendered Brazilian body: Material and symbolic constructions in an overlooked context

B Figueiredo, N Ourahmoune, P Rojas, SJN Pereira, D Scaraboto, MC Ferreira

Book Chapter  |  2014  |  Research in Consumer Behavior: a research annual

Culture-centric studies of marketing and consumption in Brazil

Daiane Scaraboto, Marcia Christina Ferreira, Bernardo Figueiredo, Severino Pereira

Conference Proceedings  |  2014

This study examines the development of consumer culture studies in Brazilian scholarship. In particular, we trace the unfolding of..

At world's end: Exploring consumer-marketer tensions in the closure of adverworlds

D Scaraboto, L Carter-Schneider, R Kedzior

Journal article  |  2013  |  Journal of Marketing Management

Rhetorical strategies of consumer activists: Reframing market offers to promote change

D Scaraboto, SJN Pereira

Journal article  |  2013  |  BAR - Brazilian Administration Review

Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets

D Scaraboto, E Fischer

Journal article  |  2013  |  Journal of Consumer Research

The Circulation of Co-Created Value in Collaborative Networks

Daiane Scaraboto

Conference Proceedings  |  2013

Before the wide-spread institutionalization of the rule of the market in capitalism, social production was the mode of life. Organ..

How consumers persuade each other: Rhetorical strategies of interpersonal influence in online communities

D Scaraboto, CAV Rossi, D Costa

Journal article  |  2012  |  BAR - Brazilian Administration Review

You guys have been along long enough to know

Daiane Scaraboto, Robert Kozinets

Conference Proceedings  |  2011

Although his meaning transfer model has been widely critiqued for its static qualities, McCracken’s (1989) descriptions of culture..

The Engaged Consumer: Creating, Disseminating, and Negotiating Value in the Realm of Social Media

Daiane Scaraboto

Conference Proceedings  |  2011

The presentations included in this session will focus on the value creating practices of consumers involved in generating content ..

More to Loathe than to Love? The reinforcement and contestation of stigma in the Reality T.V. show More to Love

Daiane Scaraboto, Eileen Fischer, Annie Blanchette

Conference Proceedings  |  2010

Stigma is a powerful phenomenon that, in many ways, places specific groups of consumers at the outskirts of the marketplace. Never..

Flying with Feathers on Bubbles: Reclaiming Public Space through the sharing of ludic experiences

Daiane Scaraboto, Yesim Ozalp, Mei-ling Wei

Conference Proceedings  |  2010

In this paper, we investigate how public spaces are realized (stabilized, qualified and destabilized) in part by playful acts of c..

We’ve Come a Long Way Baby: But Where to Next in Research on Gender, Markets, Marketers, and Consumption?

Eileen Fischer, Marie-Agnès Parmentier

Conference Proceedings  |  2010

From the Web to the Woods: Connecting the Online to the Offline in Consumers’ Play

Daiane Scaraboto

Conference Proceedings  |  2009

This paper presents an ongoing study of the interfaces between online and offline activities enacted by consumers in playful conte..

Exploring the Urban Playground Movement: Consumer Resistance or Just Plain Fun?

Yesim Ozalp, Mei-ling Wei

Conference Proceedings  |  2009

Information-Based Imitation as an Alternative Link between Market Orientation and Firm Performance

Daiane Scaraboto

Conference Proceedings  |  2009

A key insight from the marketing strategy literature is the role of innovation as a mediator of the relationship between market or..

From Individual Coping to Collective Action: Stigma Management in Online Communities

Daiane Scaraboto, Eileen Fischer

Conference Proceedings  |  2009

A primary contribution of this investigation will be to explore how the actions of collectives fighting a stigma impact on cultura..

Online Communities as a Research Field

Daiane Scaraboto

Book Chapter  |  2007

Comunidades on-line como fonte de informação em marketing: reflexões sobre possibilidades e práticas

Daiane Scaraboto

Journal article  |  2006  |  Revista de Economía Política de las Tecnologías de la Información y Comunicación

Ao apresentar a netnografia e a Análise de Discurso Mediado por Computador, o presente artigo propõe que a combinação destas técni..

Virtual Communities as Reference Groups on Consumer Decision Processes

Daiane Scaraboto

Conference Proceedings  |  2006

This research aims at investigating online communities to verify their role as reference groups at different stages of the decisio..