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Dr Valentina Pitardi


Valentina Pitardi


I am a full-time Lecturer in Marketing at University of Portsmouth, specialising in the areas of digital marketing, consumer behaviour, and advertising. I received my Ph.D in Business Management - Major in Marketing from Sapienza University of Rome (Italy). Prior to joining Portsmouth, I was a post-doctoral research fellow in marketing at KEDGE Business School (France) and an Adjunct Professor at LUISS University (Rome). My works have been published in top quality peer-reviewed marketing journals including the Journal of Business Research and the Journal of Service Theory and Practice, and presented to various national and internationl conferences such as ACR, AMS, EMAC. 

Research Interests

My research interests are in the areas of consumers-technology interactions, digital narrative advertising,  consumer brand relationship and emotions. Current projects are:

  • mobile shopper marketing and effectiveness of mobile promotions
  • consumer experience and artificial intelligence (e.g. service robots, chatbot)
  • digital customer engagement and augmented reality 
  • negative consumer-brand relationship
  • negative consumer emotions 
  • effectiveness of digital narrative advertising

My mixed background of sociological and marketing studies allows me to apply different methodological approaches involving both qualitative and quantitative research methods. Today, I mainly focus on experimental investigations.


Teaching Responsibilities

I teach Consumer Insights and Analytics and Digital Marketing Strategy at PG level as well as some units in Social Media Marketing. In my previous experiences,  I have taught several marketing courses such as Service Marketing, Luxury Marketing, Brand Management, and Trade and Retail Marketing at both UC and PG levels. 

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