Varala Maraj

Varala Maraj


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Research interests

I am a Lecturer (Assistant Professor) in Marketing at the University of Bath's School of Management. My main research interest falls into the area of digital consumption within consumer behaviour. I adopt a Consumer Culture Theory (CCT) perspective, leveraging an interpretive paradigm and qualitative methods to examine consumption and marketplace phenomena, including: (1) materiality, embodiment and sensory experiences; (2) tensions and paradoxes of sharing, accessing or owning digital objects; (3) effects of digitisation on consumer desire and technology valuation.


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