Università della Svizzera italiana Faculty of Communication Sciences ./index.htm

Digital Marketing and PR

This area of research is concerned with studying how digital communication is linked to changes in marketing and PR. It is therefore a very broad area of exploration and investigation, since digital communication has become so significant and pervasive in people's and organizations' life. At USI this area of research is linked, through a collaboration with SDA Bocconi school of management in Milan,  to two primary international research networks: WIP (World Internet Project) coordinated by the Center for Digital Future at USC Los Angeles, and BIT (Business Information Technology project), coordinated by the Anderson School of management at UCLA Los Angeles. The studies conducted within these projects address how digital communication is linked to changes in markets, consumer behaviour, organizational and business networks, corporate communication management, brand and reputation management, and business strategy. The most recent studies addressed the following topics:

  1. Markets as mediated conversations;
  2. Branding and reputation management in markets as mediated conversations;
  3. A new methodological framework for measuring brand equity and reputation in social media;
  4. A new methodological framework for market research in social media, mobile communication and augmented reality;
  5. Digital markets in tourism;
  6. Service networks.


Current research projects:


Head of research area
Andreina Mandelli
Email: andreina.mandelli@usi.ch