GHIANDA EMANUELE

Magni, D., Ghianda, E., Chierici, R., Mazzucchelli, A. (2026). Measuring TAM from Online Customer Reviews: An LLM-based approach across IoT product categories with different levels of perceived autonomy. In Proceedings XXIII SIM Conference 2026 "Good for business, great for the world: engaging actors and communities through marketing". Dettaglio

Ghianda, E., Boccalini, S., Pansoni, S., Pasqualetto, B., Ceccoli, B. (2026). Emotional Spillover from News Content to Branded Advertising on Instagram: The Moderating Role of Topic Involvement. In Proceedings XXIII SIM Conference 2026 "Good for business, great for the world: engaging actors and communities through marketing". Società Italiana Marketing. Dettaglio

Ghianda, E., Magni, D., Costanzo, F., Mazzucchelli, A. (2026). Me, You, and AI: How AI augments value co-creation in brand-customer relationships. In Abstract Conference Proceedings XLI Convegno Nazionale AIDEA - Le Intelligenze Aziendali per la competitività sostenibile e il bene comune (pp.921-930). Dettaglio

Ghianda, E., Mazzucchelli, A., Chierici, R., Di Gregorio, A. (2026). Make-or-Buy the Virtual Influencer? Brand-owned vs Non-owned Virtual Influencers in Fashion Advertising. Intervento presentato a: 2026 Global Fashion Management Conference - 16-19 July, 2026, Madrid, Spagna [10.15444/gfmc2026.10.01.04]. Dettaglio

Ghianda, E., Matarazzo, M., Mazzucchelli, A., Chierici, R., Di Gregorio, A. (2026). Does the Effectiveness of AI-Generated Advertising Vary Across Cultures? Evidence from Luxury Advertising. Intervento presentato a: AMA Global 2026 - May 27-30, 2026, Nice, France. Dettaglio