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Dr Christina Ferreira
Senior Lecturer in Marketing and Operations


Marcia Christina Ferreira is a Senior Lecturer in Marketing and Operations. She joined this university in October 2017 and has enjoyed contributing to undergraduate, postgraduate and MBA programmes ever since. Prior to this, Christina held the position of Lecturer in Marketing at Liverpool Business School. She has several years of industry experience in marketing communications, working for multinationals and local companies in South America.

Christina earned her PhD in Management from Royal Holloway, University of London. She mostly use interpretive research methods such as grounded theory, narrative inquiries, and auto-ethnography, and have experience with a variety of data collection techniques such as in-depth interviews, participant observation, archival data, and introspections. Christina also have extensive experience with netnography—a multidisciplinary online ethnographic method—and have contributed to interpretive digital marketing methods by developing an analytical procedure for generating qualitative insights from digital marketing data based on thematic analysis principles.

Her research interests lie at the intersection of creativity, materiality, and media technologies following a research agenda that explores social, material, and digital contexts of consumption, calling into question consumers’ roles in shaping contemporary market forms and practices. Her work has been published in leading international journals, as well as several book chapters by renowned publishers, and presented at prestigious academic conferences.

She is a founding member of The Scrutinizers, a peer-learning group formed by international academics dispersed across five continents. The group have recently published their work in the world-leading journal, Academy of Management Learning and Education (CABS 4*+). This article investigates academic isolation, a pervasive problem among early-career researchers (ECRs) with significant implications for their well-being, productivity and professional development. This study points out practices that early-careers can employ to overcome the constraints associated with their peripheral positions in their field, allowing them to better integrate into the research community to which they aspire.

To disseminate knowledge about academic isolation and its negative effects on early-career researchers' progression and longevity in their field, the group has developed and is now delivering professional development workshops (PDW) intended to assist PhD students, post-docs, and junior faculty members overcome obstacles to their integration into their research field.


2011 – 2016    PhD in Management at Royal Holloway, University of London – United Kingdom

2005 – 2007     MSc in Business Management at Brazilian School of Public and Business Administration (EBAPE), Getúlio Vargas Foundation (FGV) – Brazil

1998 – 1999    Postgraduate in Marketing at Graduate School of Economics (EPGE), Getúlio Vargas Foundation (FGV) – Brazil

1992 – 1997    Bachelor of Design, with major in Visual Communication Design at Pontifical Catholic University of Rio de Janeiro (PUC RJ) – Brazil


2021 – 2022        Programme Director for MSc Marketing

2019 – 2021        University Appeal Officer representing Brunel Business School at the Academic Appeal

2018 – 2019        BBS Insider (Brunel Business School Bewsletter) creative designer and editor

Newest selected publications

Brouard, M., Brunk, K., Campana, M., Dalmoro, M., Ferreira, C., Figueiredo, B., et al. (2022) '“Upload Your Impact”: Can Digital Enclaves Enable Participation in Racialized Markets?"'. Journal of Public Policy and Marketing, 0 (Special Issue on Marketing and Radicalization, in press). ISSN: 0743-9156 Open Access Link

Journal article

Sibai, O., Brunk, K., Brouard, M., Ferreira, C., Campana, M., Dalmoro, M., et al. (2022) 'Market-centric pathways for racial inclusion: the case of #MyBlackReceipt'.50th Association for Consumer Research Conference. Denver. [unpublished]

Conference paper

Ferreira, MC. and Scaraboto, D. (2022) 'Qualitative insights for digital marketing', in Hanlon, A. and Tuten, TL. (eds.) The SAGE Handbook of Digital Marketing. Newbury Park, Cal., USA; London, UK : SAGE Publications. , 1. ISBN 13: 9781529752168. Open Access Link

Book chapter

Scaraboto, D. and Ferreira, M. (Accepted) 'Origins and Development of Online Communities and their Role in Marketing Research', in Hanlon, A. and Tuten, TL. (eds.) The SAGE Handbook of Digital Marketing. SAGE Publications.

Book chapter

Brouard, M., Belkhir, M., Ferreira, M., Brunk, K., Dalmoro, M., Figueiredo, B., et al. (2021) 'From survival to upheaval: Market-centric pathways to fight racial exclusion'.2021 AMA Marketing and Public Policy Conference.  [unpublished]

Conference paper
More publications(18)