Research
Four themes I have been working on for years. Each one starts from a plain question and leads to studies published in international journals.
01
Marketing in the age of immersivity
How does marketing change in the age of immersivity?
Virtual and mixed reality promised to reinvent the way brands meet their customers. My work asks a narrower question: what makes people adopt immersive services and keep using them once the novelty wears off, and what this means for the experiences firms design. I combine survey-based models with the classification of real users of VR and XR headsets.
Innovation in immersive services: motivational drivers of continued metaverse use through VR headsets
Galvagno M., Bruni R., Chrimes C. ·Journal of Innovation & Knowledge, 18, 2026
Marketing in the Immersivity Era
Bruni R., Galvagno M. ·Encyclopedia of Artificial Intelligence in Marketing, Springer Nature, 1–17, 2026
Virtual reality, authentic motivations: a classification of metaverse users based on VR/XR headset experience
Bruni R., Galvagno M. ·Electronic Commerce Research, 26(2), 1989–2013, 2025
02
Co-creation and consumer resistance
What role do consumers play when they do more than buy?
Consumers create value together with firms, resist them, or step outside conventional markets altogether. I have mapped how these research fields took shape, from value co-creation to anti-consumption and consumer resistance, and studied concrete behaviours such as second-hand shopping and trust in service relationships.
Second-hand shopping. Analisi delle motivazioni d’acquisto e implicazioni per la distribuzione
Galvagno M., Giaccone S.C. ·Mercati & Competitività, 1, 123–147, 2015
La teoria della co-creazione del valore
Galvagno M., Dalli D. ·Managing Service Quality (now Journal of Service Theory and Practice) 24(6), 643–683, 2014
The intellectual structure of the anti-consumption and consumer resistance field: An author co-citation analysis
Galvagno M. ·European Journal of Marketing, 45(11), 1688–1701, 2011
03
Tourism, events and place attractiveness
What makes people choose a place, and come back?
Places compete for visitors, residents and attention. I study what draws people to a destination and what brings them back: the motivations behind small-scale festivals, the rise of creative tourism, and the relationship people build with a place brand.
Exploring the relationship between attendees’ motivation, satisfaction and loyalty in the context of a home-grown festival
Giaccone S.C., Galvagno M. ·Sinergie, Italian Journal of Management 41(3), 171–191, 2023
Small-scale cultural festivals in Southern Europe: A motivation-based segmentation study
Giaccone S.C., Galvagno M. ·European Journal of Tourism Research, 29, 2021
Mapping Creative Tourism Research: Reviewing the Field and Outlining Future Directions
Galvagno M., Giaccone S.C. ·Journal of Hospitality and Tourism Research, 43(8), 1256–1280, 2019
Competere attraverso il turismo creativo: un’analisi delle preferenze verso la Sicilia
Giaccone S., Galvagno M., Di Mauro E. ·Sinergie, Italian Journal of Management 103, 299–318, 2018
Il turismo creativo. Fondamenti teorici ed esperienze di valorizzazione del territorio
Galvagno M., Giaccone S.C. ·Monografia, 2017
04
Family firms
What changes for a company when it carries a family’s name?
Many firms are built around a family whose name is also on the sign. I study how that link works as a signal for customers and employees, and how family firms approach international growth.
Family business branding from a signaling theory perspective: an integrative framework
Galvagno M., Pisano V., Strano S.M. ·Journal of Product & Brand Management, 32(5), 681–696, 2023
Building the genealogy of family business internationalization: a bibliometric mixed-method approach
Galvagno M., Pisano V. ·Scientometrics, 126(1), 757–783, 2021
Other studies
Hubris research in business: taking stock and moving forward
Picone P.M., Galvagno M., Pisano V. ·Management Decision, 62(1), 1–24, 2024
Bridging the digital divide in the pharmaceutical industry: A future research agenda
Miozza M., Lombardo S.M., Galvagno M., Magni L. ·Social Science & Medicine
Full publication list, with journals and rankings, in the CV →