Mobility experience with a research focus
PhD sandwich; Post Doc
University of Pisa - Department of Energy, Systems, Territory and Construction Engineering
Nowadays, the demand for delivering unique, memorable, and personalized customer experiences presents complex challenges for brand managers. In response to these challenges, brands are increasingly exploring innovative strategies, such as the utilization of Virtual Influencers/Metahumans. Virtual Influencers refer to high- quality digital human characters existing within the Internet and/or Metaverse realms. They have personality traits that act consistently to promote brands on social media platforms. This research aims to undertake a comprehensive exploration of the nascent phenomenon surrounding Virtual Influencers. It entails a nuanced investigation into their characteristics and behaviours, with a focal point on understanding the mechanisms through which these entities can augment customer engagement across diverse platforms, including social media, the Metaverse, and within different cultures. The ideal candidate will employ machine learning and social network analysis techniques to forge new paradigms for virtual influencer marketing. This innovative approach not only draws insights from social network data but also integrates behavioural and content- related data extracted from smart sensors and online social media. The overarching goal is to contribute to the evolving field of brand management by unravelling the dynamics and potential of Virtual Influencers in the digital landscape.
English
Background in Marketing, adeptness in data analysis, and basic programming skills are essential. Additionally, candidates should possess knowledge of statistical software, e.g., Stata, SPSS, or R.
PhD sandwich: 12-12
Post Doc: 12-12