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Dr Marcia Christina Ferreira

Dr Marcia Christina Ferreira
Senior Lecturer in Marketing and Operations

Research area(s)

Christina is an academic researcher in the field of marketing and consumer behaviour. Her research is embedded in the interpretive research paradigm, often combining interviews and fieldwork with social media and other qualitative online data.

Her work has been published in leading international journals, such as the Academy of Management Learning and Education, the Journal of Business Research, and the Advances in Consumer Research as well as multiple book chapters at Consumer Culture Theory book series by Emerald, the SAGE Handbook of Digital Marketing and the SAGE Handbook of Social Media.

Christina has presented prestigious international conferences has also participated in many international conferences, like the Annual Meeting of the Academy of Management, the Association for Consumer Research Conference (ACR), the AMA Marketing and Public Policy Conference, the AMA Winter Academic Conference, the Academy of Marketing Conference, the Consumer Culture Theory Conference, and the Macromarketing Conference. 

She was as guest speaker at the prestigious in the 3rd CCB Brazilian Culture and Consumption Summit,  and give a video conference presentation at the session “Theoretical and methodological developments” at 2nd CCB Brazilian Culture and Consumption Summit.

Christina and co-authors were awarded the Best Paper in the Consumer Culture Theory track at ANZMAC Conference, in 2015 and 2017. She is also an active member of the Marketing and Corporate Brand Management Research Group (MCBM) at Brunel Business School.

Research Interests

Christina primarily works with qualitative research methods and has an interest in the following research topics:

  • Consumer activism and marketplace exclusion
  • Materiality, fashion, and consumption misbehaviour
  • Consumption risk management practices and social legitimacy
  • Serial brand collection and online community engagement
  • Creative practices and resistance to markets
  • Early-career researchers' isolation in academic fields

Research grants and projects