Isabella Ciampa is an Assistant Professor of Marketing at the University of Birmingham, within the Marketing Department. Her research focuses on digital platforms, creativity, and fan culture. She is also interested in gift-giving theories and rituals, which she explores at the intersection of the marketplace and the digital sphere.
Isabella employs qualitative, interpretive methodologies, primarily netnography, in-depth interviews and guided introspections, to understand how creativity develops in digital environments and how creators and online communities exchange, create, and disseminate content.