Ranjani is a PhD candidate with the School of Communication, Media and Journalism at Adelaide University. 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 thesis investigated how celebrity-owned beauty brands practised thought leadership on social media (Instagram). Her current research explores the intersections of mental health discourse, digital wellness culture and social media marketing communications. It examines in depth the mental health and well-being narratives shared by cosmetic brands in their promotional content on Instagram, and which content strategies they use to do so.