Vittoria Marino

Vittoria Marino
University of Sannio Benevento · Department of Law, Economics, Management and Quantitative Methods (DEMM)

Bachelor of Business Administration
Professor (Full) of Marketing

About

90
Publications
29,557
Reads
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549
Citations
Additional affiliations
January 2021 - January 2022
Università degli Studi del Sannio
Position
  • Professor (Full)
November 2000 - December 2020
Università degli Studi di Salerno
Position
  • Professor (Associate)

Publications

Publications (90)
Article
Full-text available
This study aims to investigate the cultural heritage as a strengthening factor in the social media engagement. The research is based on a content analysis conducted on 3200 posts published on Facebook by a sample of 64 medium-size and large companies registered in the "Register of Long-lived Firms" of Italian Chamber of Commerce. The Register invol...
Article
The purpose of this study is to understand whether the consumers’ proximity to an event, such as the Covid-19, moderates the relationship between pro-environmental behaviour intentions, during the ongoing pandemic and beyond, and its predictors, namely, attitude towards a behaviour, a subjective norm, perceived behavioural control, and extrinsic mo...
Article
Full-text available
Bloggers are becoming increasingly relevant in consumers' decisions, particularly travel decisions. This study has investigated the influence of bloggers across cultures and from different theoretical perspectives. Drawing upon source credibility, uses and gratification theory, and content engagement constructs, we propose an integrated model of bl...
Article
Full-text available
Background The recent COVID-19 pandemic and the shortage of general practitioners has determined a strong pressure on the Italian health system. This critical issue highlighted the fundamental support of e-health services not only to lighten the workload of doctors, but also to offer patients a health service tailored to real needs. Therefore, the...
Article
Purpose This study aims to investigate the moderating effect of sustainability app on environmental citizenship behavior on the basis of norm-activation model. Design/methodology/approach A questionnaire survey, which comprises five variables (i.e. awareness of consequences, ascription of responsibility, personal norms, environmental citizenship b...
Conference Paper
The objective of this research is to investigate the consumer response to Brand activism, considered as a novel marketing strategy. Given the existing literature, we want to understand the importance of the authenticity variable in determining successful activism campaigns, which are shared and supported by consumers. To address this question, we...
Article
This study aims to investigate the cultural heritage as a strengthening factor in the social media engagement. The research is based on a content analysis conducted on 3200 posts published on Facebook by a sample of 64 medium-size and large companies registered in the "Register of Long-lived Firms" of Italian Chamber of Commerce. The Register invol...
Conference Paper
Full-text available
This study investigates how pro-environmental tourism user-generated content (UGC) engagement can positively affect sociological factors, such as subjective norm, pro-environmental self-identity and social identity, which in turn, influence Generation Z's willingness to adopt pro-environmental tourism behavior. From a methodological perspective, th...
Article
Purpose The present study investigates the impact of perceived enjoyment, blogger credibility and homophily on readers' engagement. Moreover, the study investigates the role exerted by blog engagement on intentions to follow blogger's recommendations. Despite the growing relevance of these issues, past studies have neglected the relevance of a join...
Conference Paper
Full-text available
The purpose of this study is to explore the consumer response to Brand Activism, a new phenomenon defined as an emerging marketing strategy. We selected four activism campaigns of well-known brands and we conducted a sentiment analysis of users' comments posted on the Brands' Instagram profiles. The analysis generated very different findings for ea...
Article
Purpose The purpose of this paper is to understand how firms may be segmented with respect to their attitudes towards the use of mobile instant messaging (MIM) apps (e.g. WhatsApp, Messenger, WeChat, etc). in their marketing practices to identify the main approaches to the use of MIM in business. Moreover, this paper identifies the key factors whic...
Conference Paper
The Covid-19 outbreak and consequent lockdowns have altered con- sumer food shopping behavior. Against this backdrop, the present study explores the factors that influences online food delivery ordering during the pandemic emergency. A survey was conducted online from 20 July to 23 August, 2020, among the Italian population. A total of 1030 usable...
Conference Paper
The study aims to explore the e-commerce industry by focusing on con- sumer behavior during the initial stage of the Novel Coronavirus (Covid-19) outbreak. We use survey data from 1027 Italian consumers to examine the relations between utilitarian and hedonic motives, trust in online shopping, perceived risk of Covid-19, attitudes, and online shopp...
Conference Paper
After the Covid-19 outbreak and the killing of the African American George Floyd, people’s attention focused again on topics such as racism and police violence, as well as socio-economic inequalities in society, from access to health- care to work and education. The video of Floyd’s death was captured by a passer-by and went viral on social media....
Article
Full-text available
Frame of the research: A managerial perspective of public engagement can help universities to strengthen the communication of university identity from a social, scientific, or accessibility point of view. Purpose of the paper: The goal of this paper is to investigate the concept of the online university public engagement from a managerial standpoin...
Article
Full-text available
The purpose of this paper is to explore the extent to which conversation with a chatbot on an official website can change the value perception of products and influence the customer purchase intention. The study also investigates the role of chatbots on brand familiarity and the influence of previous experience of interaction with chatbots on custo...
Chapter
This study investigates how social media (SM) can affect the consumer-brand relationship phenomena. Basing on the literature concerning the so-called “dark side” of social media (e.g., fake news and memes), the authors analyze the case of Corona beer. Web-users attacked this Mexican brand due to the link between its brand name and the Coronavirus....
Chapter
The Coronavirus Disease 2019 (Covid-19) pandemic has forced individuals to modify their routine and lifestyle, pushing them into a different social, economic, cultural, political, and consumption reality. Restrictive actions preventing contagions, such as general lockdown and curfew, inevitably changed consumption models and behaviors. Against this...
Article
According to previous research, in several countries, the achievement of the objectives for tourism development and the better functioning of protected areas is affected by bad governance activities. This paper provides a framework based on the combination between the Viable Systems Approach (vSa) and the actor engagement theory for improving the m...
Book
Il ruolo delle Università è sempre più proiettato verso la condivisione della conoscenza oltre i confini accademici. Tale processo che vede le Università sempre più coinvolte ha manifestato segnali di forte accelerazione negli ultimi dieci anni grazie alla sempre più diffusa esigenza di ampliare il ruolo delle Università. Una Terza Missione univers...
Article
Purpose Mobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This paper aims to focus on a new way to do business by means of...
Article
This research discusses the social perception of marketing in the Italian context. The authors conducted a qualitative and quantitative content analysis of Facebook statuses. From data analysis emerged that marketing receives any kind of public criticism. The most evident accusation regards the adoption of misleading actions, manipulation, and perv...
Article
Full-text available
Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on...
Chapter
At the end of this chapter, readers should be able to: Understand the basic steps of a country-branding process. Understand the knowledge gaps relative to the implementation modalities of the country-branding process. Use the methodological skills required for the qualitative research needed to set up a plan for country brand management. Acquir...
Conference Paper
Il lavoro ha la finalità di approfondire le modalità di utilizzo delle leve connesse al cultural heritage nelle strategie di social media communication delle imprese storiche del Made in Italy, indagando l'effettivo grado di utilizzo dei molteplici strumenti potenzialmente a disposizione per valorizzare in chiave strategica il proprio vissuto stori...
Article
Purpose Because engagement platforms are becoming an emerging service research context, the purpose of this paper is to understand how consumers may be segmented with respect to attitude towards the mobile instant messaging (MIM) apps used as channels for customer service. Design/methodology/approach Consumers are segmented on the basis of percept...
Article
This paper proposes to explore the marketing communications that university websites use for promoting their public engagement (PE). The aim is to propose best practices that could guide universities towards community-orientated strategies advancing, in this way, the university PE agenda. This research explores this construct by means of a website...
Chapter
The objective of this study is to explore the complex phenomenon of “social media firestorms”, because such crises can substantially affect brand reputation and the financial performance of the company owning the brand. Analysing the case of Dolce & Gabbana (D&G), we tested some extant theories concerning the antecedents of such form of collaborati...
Article
The aim of this paper is to evaluate the use of mobile instant messaging (MIM) apps from the perspective of the user. The objective is to verify what is the perceived usefulness, perceived value of use and usability of this new channel of communication utilized with customers and to verify if there are premises for considering instant messaging ser...
Article
Full-text available
Communicating the luxury heritage brand is a new frontier of online communication. This paper intends to evaluate the online communication of the heritage brand in terms of identity traits and management aspects of a corporate group operating in luxury goods, to help fill some gaps in the literature. Using a case study on the LVMH Group, one of the...
Article
Full-text available
In recent years, public engagement attention is drawn towards university institutions since the role of universities is projected towards the sharing and spreading of knowledge beyond the traditional academic bounds. Thus, the university is becoming a “partner” that collaborates at the community's growth, and debates with all the stakeholders who m...
Article
Full-text available
The aim of the paper is to identify the main strategic goals that are deemed as strategic by the owner/managers for the future growth of a family firm, and to assess how innovation ad internationalisation are included in such goals. By relying on 15 in-depth interviews with family firms’ key informants (i.e. family firms’ owners, managers and profe...
Article
Full-text available
The rapid development of new technologies has created interesting and unexpected possibilities in e-health, and digital platforms have become widespread, connecting users, experts, and practitioners of the health world. This triggered our investigation into the relationship between the engagement platforms used by 293 doctors with various specializ...
Article
The last ten years have shown a significant upward trend of engagement in public management reflecting a significant increase in interest in the topic. The purpose of this paper is to investigate the benefits and factors affecting the construct of civic engagement that thus far are missing in the current literature through the analysis of studies p...
Conference Paper
Full-text available
This study explores the theoretical arguments regarding the creation of sustainable smart territories. Specifically, in order to demonstrate that the real 'smartness' in the smart territory definition lies in the spirit of a community rather than on the role played by ICT, the authors propose a typological framework based on three dimensions: a ret...
Chapter
Full-text available
This article seeks to contribute to the extant knowledge about branding in the digital era exploring why consumers assume adversely behaviours towards brands and how brand managers react when their brand is attacked. From the multiple case study analysis emerged that not every brand reacts at the same way. Specifically we noted the following four d...
Article
In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by mobile instant messaging (MIM) services. The objective is to verify...
Article
Purpose This work aims at investigating the construct of online public engagement by identifying the modalities universities use to give visibility to their approach on institutional websites. Design/methodology/approach An exploratory factor analysis outlined the principle dimensions that explain online public engagement starting from the analy...
Article
Hosting special events can be a unique opportunity for boosting the touristic development resulting in loyalty and attachment toward the destination and its assets. Understanding the variables that influence event tourism behaviours within the context of recurring special events has not been widely observed in the event and tourism literature. The...
Article
Purpose This paper examines the communication modalities on Twitter to broadcast content to citizens and measures the effectiveness of the posted content in activating the citizens’ political participation proposing an retweetability rate. Design/methodology/approach Through content analysis of the European Commissioners’ posts, this paper ident...
Article
The paper deals with a case study regarding an Italian tourism project analysed through the lens of a multiple perspectives framework based on the Relational View (RV), Stakeholder Engagement (SE), and Value Co-creation (VCc). The proposed theoretical framework contributes to interpreting issues regarding the development of a tourist destination br...
Article
By relying on the taxonomy introduced by Kotlar and De Massis (2013), the present study proposes to investigate the dynamics and the set of goals perceived by the family members strategic for the future growth of their family business. Using an interview approach, the researchers recorded the professional stories of 15 family firm owners and manage...
Conference Paper
Full-text available
Unveiling the heritage side of country images. A comparison between measurement scales adopted in place image literature and lexical content of web communication from leading cultural heritage countries. Abstract The contribution of cultural heritage to a nation's wellbeing has been the object of a significant debate in the field of economics and m...
Chapter
Public engagement is a topic greatly debated in higher education (Watermeyer 2015; Davies 2013a, b). Universities are asked for a stronger commitment towards the society needs in order to encourage economic regeneration, enterprise growth, and community wellness. Recently, many government institutions have promoted community-oriented activities tha...
Conference Paper
Summary of aims - The aim of the study is to analyze the relationship between destination image and event-tourism experience, analyzing how the outcomes of the visit are able to influence the event loyalty and attitudes towards the destination. Main approach – The main contribution of the research is to propose an interpretative model able to exte...
Chapter
Full-text available
The role of Higher Education in the social context has been always object of debate within the academic community and not only. Universities have always been responsible for the traditional functions of education and knowledge transfer but, across all the European countries, a “Third Mission” imposes to universities to be also a “partner” that coll...
Article
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During the recent Euro crisis, Germany's push for austerity has prompted resurgence in anti-German sentiment in some European nations. This study contributes to the literature on consumer animosity, ethnocentrism and country of origin effect by proposing a comprehensive model that analyses: a) the relationship between economic animosity towards a f...
Conference Paper
Full-text available
Il public engagement è all'attenzione delle istituzioni universitarie, recentemente anche di quelle italiane, da quando un forte orientamento sociale ma anche normativo ha spinto queste ultime ad aprirsi sempre più ai territori e ad assumere un ruolo attivo e propulsivo nello sviluppo degli stessi. Il coinvolgimento degli stakeholder appare un mome...
Conference Paper
Full-text available
Obiettivi. Lo studio analizza il ruolo del cultural heritage nella formazione dell’immagine Paese, proponendo una prima categorizzazione delle dimensioni costitutive della “cultural heritage image”. Metodologia. La ricerca si basa su uno studio qualitativo realizzato attraverso una content analysis sulla documentazione istituzionale web di 10 Paesi...
Article
Full-text available
The study analyzes the relationship between tourism satisfaction, cognitive and affective country image, destination image, and post-visit intentions. The proposed research model is tested with a survey on a sample of 542 international tourists intercepted in two Italian airports at the end of their journey. Results suggest that general country and...
Article
Full-text available
Even if the domain of business longevity has been enriched by the multidisciplinary nature of approaches used to investigate the phenomenon, the lack of a unifying perspective has impeded systematic research and caused definitional ambiguity. The main aim of this special issue is to extend existing knowledge on business longevity by integrating the...
Article
Full-text available
This paper aims to outline the role of territory in international expansion, styles of command and innovative approaches of women business proprietorships operating in various economic sectors. The exploratory investigation uses a three-dimensional ILI (Internationalization–Leadership–Innovation) model. This model is validated through a qualitative...
Article
Full-text available
Obiettivo del paper: L’obiettivo del presente lavoro è analizzare il contenuto delle storie di alcune imprese longeve al fine di identificare gli elementi ricorrenti ed esaminare la retorica utilizzata nel ripercorrere le vicende centenarie che le caratterizzano. Metodologia: La ricerca empirica si basa sull’analisi statistico-lessicale di dodici s...
Article
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International strategic alliances with Chinese operators often entail considerable risks and managerial difficulties associated with national culture and institutional differences, which can hinder the achievement of the intended strategic objectives. This study analyzes and evaluates the critical events perceived by seven of the most important tex...
Article
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The study examines the relation between stereotypes linked to country-of-origin and consumer assessment relative to foreign product supply systems. Evolving trends in terms of the impact of country-of-origin demands an in-depth analysis that highlights and enhances its multidimensional nature. The research conceptualises from an innovative perspect...
Chapter
Full-text available
The study analyzes the relationship between tourism satisfaction, cognitive and affective country image, destination image, and post-visit intentions. The proposed research model is tested with a survey on a sample of 542 international tourists intercepted in two Italian airports at the end of their journey. Results suggest that general country and...
Article
Full-text available
This paper proposes the Critical Incident Technique as a valuable tool for the assessment of the effectiveness of an entrepreneurial development program. The peculiarity of the study is that it involved active entrepreneurs and not potential entrepreneurs, and it investigated the whole process and not just its outcome. The proposed methodology aims...
Article
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Current issues related to internationalization and female entrepreneurship apply to all sectors of activity. The present study focuses on the tourism sector and in particular investigates the influence of gender diversity on the propensity to internationalization and the decision making process of international development in the hotel business. Th...