Rossella Gambetti
Director of Labcom (Research Lab on Business Communication) @Università Cattolica del Sacro Cuore
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WORK HISTORY
Director of Labcom (Research Lab on Business Communication) @Università Cattolica del Sacro Cuore
EDUCATION
AIDEA (Italian Academy of Business Administration and Management)
Doctoral Summer School in "Research methodology"
Università Cattolica del Sacro Cuore
Degree with honors in Foreign Languages and Literatures (Major in Management and Marketing)
Libera Università di Lingue e Comunicazione IULM
Ph.D. in Marketing and Corporate Communication
EIASM (European Institute for Advanced Studies in Management)
Eden Doctoral Seminar on "Managerial Issues in Marketing"
Università Cattolica del Sacro Cuore
Postgraduate master in "Qualitative methods applied to social and marketing research"
Università Cattolica del Sacro Cuore
Post-graduate specializing course in "Advertising Management and Control"
SKILLS
ABOUT ROSSELLA GAMBETTI
I am an interpretive scholar focused on understanding the cultural dimensions of consumer and brand phenomena. My main research areas of interest and expertise are:1) Evolving trends in consumer culture, technology and sociality: • technosocial consumption, technoculture and technocultural capital• social labor, performativity and eudaimonia in social media• post-truth consumption in social media• new forms of consumer collectives in digital and social media platforms2) Evolving dynamics of neoliberal consumer empowerment and consumer-brand relationships:• self-branding, identity work and self-presentation in social media• influencer relations and influencer marketing• consumer entrepreneurship• consumer-object relationships, objects\' agency and objects as new consumers3) Branding and brand communication with a focus on innovation and disruption of established approaches: • cultural branding• brand activism• social media branding• brand hijack• brand camouflage• consumer-brand engagementThe main methodological approaches I use are:• Netnography• Depth interviews• Digital diaries and projective techniques• Narrative inquiry• Ethnography• Grounded theory• CAQDAS (Computer-Assisted Qualitative Data Analysis)
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