Michela Patrizi

Pubblicazioni

Titolo Pubblicato in Anno
Casi di marketing Vol. XVI. Quaderni del Master Universitario in Marketing Management 2022
Il “nuovo” Chief Marketing Officer: come evolve il ruolo nell’era della trasformazione digitale del marketing? NEXT GENERATION MARKETING People, Planet, Place: cooperation & shared value for a new era of critical marketing 2022
The perceptual antecedents of brand anthropomorphism in the name‑brand voice assistant context JOURNAL OF BRAND MANAGEMENT 2022
“Ok, Google!” are my data safe? The mediated effect of perceived privacy risk on brand trust Proceedings of 20th International Marketing Trends Conference 2021 Venice, ed. Jean-Claude Andreani and Umberto Collesei, Paris-Venice Marketing Trends Association 2021
Interacting with voice-based artificial intelligence technologies: user perceptions of the dark side and the bright side Proceedings of the European Marketing Academy, 50th 2021
Benefici e rischi nell’interazione con gli assistenti vocali. Un’indagine esplorativa in Italia Leveraging intersections in management theory and practice. Extended Abstracts. 2021
“Hey, voice assistant!” How do users perceive you? An exploratory study SINERGIE 2021
Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions Advances in Digital Marketing and eCommerce. Second International Conference, 2021 2021
Facebook Insights Marketing. Il management orientato al mercato. 2021
La strategia di sviluppo di Disney Marketing. Il management orientato al mercato. 2021
Delving into brand anthropomorphisation strategies in the experiential context of name-brand voice assistants JOURNAL OF CONSUMER BEHAVIOUR 2021
The failure of COVID-19 contact tracing apps: A psychological reactance theoretical perspective Proceedings of the European Marketing Academy 2021
Brand anthropomorphisation and brand voice: the role of the name-brand voice assistant Advances in Digital Marketing and eCommerce 2020
Gli assistenti vocali agli occhi dei millennials: un’indagine esplorativa Grand challenges: companies and universities working for a better society. Extended Abstract 2020
Developing voice-based branding: insights from the Mercedes case THE JOURNAL OF PRODUCT & BRAND MANAGEMENT 2020
Artificial Intelligence and Brand Anthropomorphisation: the role of voice assistants 48th EMAC annual conference. Proceedings 2019
L’assistente vocale di marca: quali implicazioni per il branding? Evidenze dal caso Mercedes Management and sustainability: creating shared value in the digital era 2019
Evoluzione del brand tra antropomorfismo e intelligenza artificiale: il ruolo della voce I Percorsi identitari nel Marketing 2018
Il percorso di rebranding e il nuovo logo TIM. Casi di Marketing. Vol. XIII. 2017

ERC

  • SH1_11
  • SH3_13

Interessi di ricerca

Marketing; Digital Marketing; Artificial Intelligence and Marketing; Innovation Management; Brand Strategy

Keywords

marketing
branding
Digital innovation
Artificial Intelligence (AI)

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