Ranjani is a PhD candidate with the Department of Media, School of Humanities at the University of Adelaide. Having previously worked as a social media manager, she began to question the bigger implications of social media marketing practices and digital culture. In her master's degree in strategic communication at the University of Adelaide, Ranjani's master's thesis investigated how celebrity-owned beauty brands practised thought leadership on social media (Instagram). Her current research explores the intersections of mental health, digital wellness culture and social media marketing. It examines in depth the mental health and wellness narratives shared by beauty brands in their social media marketing communications on Instagram, and which content messaging strategies they use to do so.