Maria Vernuccio

Pubblicazioni

Titolo Pubblicato in Anno
Revising the basic principles of integrated marketing communications during a health-related crisis. The case of Croatian tourism and hospitality industry CORPORATE COMMUNICATIONS 2024
Traditional agencies on bridges: How is digital transformation changing business models? THE JOURNAL OF MANAGEMENT AND GOVERNANCE 2024
Psychological discomfort during the brand experience in VR-based metaverses: The role of brand attitude ex ante Proceedings of the International Conference Marketing Trends 2024 2024
Made in Italy values “meet” sustainability: The E. Marinella case Proceedings of the International Conference Marketing Trends 2024 2024
Lights and Shadows of Consumer Experience in the VR-Based Metaverse: An Exploratory Study Advances in Digital Marketing and eCommerce, Fifth International Conference, 2024 2024
Brand Anthropomorphization on Social Media: The Role of Human Tone of Voice Advances in Digital Marketing and eCommerce. Fifth International Conference, 2024 2024
Resident perspectives unveiled: The role of a sustainable destination image in shaping pro-sustainable responses JOURNAL OF RETAILING AND CONSUMER SERVICES 2024
User engagement with the VR-based metaverse in the brand experience: A consumer perspective SINERGIE 2024
Delving into sustainability and Made in Italy fashion brands: Perspectives from Generation Z Management of sustainability and well-being for individuals and society 2024
Meccanismi, caratteristiche e comunicazione dei negative brand NEGATIVE BRAND E STRATEGIE DI COMUNICAZIONE. FENOMENOLOGIA DEI MAFIA BRANDS 2024
“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love JOURNAL OF RETAILING AND CONSUMER SERVICES 2024
Inclusive branding approaches: a conceptual framework Brands and Purpose in a changing era 2024
Deepening branding opportunities in VR-based metaverses. A qualitative study Advances in digital marketing and ecommerce. Fourth international conference, 2023. 2023
How Does Generation Z Relate to Brands Through Vocal Dialogue? Four-Types Relationships in the Field of Voice Assistants MICRO & MACRO MARKETING 2023
The resistance toward COVID-19 contact tracing apps: A study of psychological reactance among young adults in Italy HEALTH POLICY 2023
Exploring young adults’ unwillingness to adopt COVID-19 contact tracing apps: A mixed-method study SINERGIE 2023
Virtual reality engagement ed esperienza di marca nel metaverso Rediscovering local roots and interactions in management 2023
Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts JOURNAL OF RETAILING AND CONSUMER SERVICES 2023
Innovazione nel branding e assistenti vocali. Dare voce e umanità alla marca. 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

ERC

  • SH1_10
  • SH1_11

Interessi di ricerca

Digital and Social Media Marketing, Branding, Corporate and Marketing communication, Artificial intelligence and Marketing

Keywords

Integrated Marketing Communication
digital revolution
Brand communication management
marketing
Artificial Intelligence (AI)
Social Media Strategy
brand identity
Brand personality
Brand Equity
brand image
consumer-brand engagement
consumer behaviour

Progetti di Ricerca

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