I am a full-time Lecturer in Marketing at University of Portsmouth, specialising in the areas of digital marketing, consumer behaviour, and advertising. I received my Ph.D in Business Management - Major in Marketing from Sapienza University of Rome (Italy). Prior to joining Portsmouth, I was a post-doctoral research fellow in marketing at KEDGE Business School (France) and an Adjunct Professor at LUISS University (Rome). My works have been published in top quality peer-reviewed marketing journals including the Journal of Business Research and the Journal of Service Theory and Practice, and presented to various national and internationl conferences such as ACR, AMS, EMAC.
My research interests include the psychological underpinnings of consumer-AI interactions, advertising consumer engagement, and the role of negative emotions in consumer behavior. Current projects are:
- how interactions with AI (e.g. service robots, chatbots, voice-based assistants, algorithm) influence consumer negative emotions
- consumer engagement with narrative digital advertising
- AI agents and consumer compliance
My mixed background of sociological and marketing studies allows me to apply different methodological approaches involving both qualitative and quantitative research methods. Today, I mainly focus on experimental investigations.
I teach Consumer Insights and Analytics and Digital Marketing Strategy at PG level as well as some units in Social Media Marketing. In my previous experiences, I have taught several marketing courses such as Service Marketing, Luxury Marketing, Brand Management, and Trade and Retail Marketing at both UC and PG levels.