INVITATION TO THE CYCLE SEMINAR:
Beyond disciplinary barriers. ISMed as a research laboratory

Social media and customer engagement:
empirical evidence and future perspectives

April 8, 2025, 10:00 a.m.

CNR-ISMed
Humanities Pole (VI floor)
Via Cardinale Guglielmo Sanfelice, 8
Naples

REMOTE ACCESS
on Teams platform

Poster

Social media have revolutionised corporate communication, becoming an essential tool for companies wishing to build strong relationships with their audience and improve their visibility. This seminar aims to illustrate research findings on the use of social platforms and artificial intelligence in increasing customer engagement, improving communication and fostering loyalty.

On the one hand, the discussion will focus on illustrating the opportunities offered by the analysis of big data from social networks to target and optimise corporate communication. On the other, it will focus on the integration of social media in the life cycle of a project, with specific reference to the role of these multi-interactive channels to communicate, interact and establish relationships with customers. Emphasis will be placed on both the opportunities and criticalities arising from the adoption of social platforms for customer engagement, focusing on the specificities of online storytelling whose dynamics are characterised by a continuous process of negotiation between social media team and user.

THE SPEAKER. Tommasina Pianese is a researcher at CNR-ISMed. Her research activities focus on the organisational and managerial implications of remote working. On this topic she is the scientific responsible for the European project Erasmus+ PREVIEW Promoting Resilience and Employability in uniVersity students through Internships for futurE Work. He is also involved in understanding the role of social media and machine learning in corporate communication through theoretical and empirical research with application to project management, the healthcare and tourism industries. She is a member of the editorial board of international journals, such as Digital business and Facilities, and an academic at UNISOB. Her research has been published in top-tier journals including Journal of Information Technology, European Management Review, Facilties, Cern Ideasquare Journal of Experimental Innovation.

Programme

SPEAKER
Tommasina Pianese
CNR-ISMed

INTRODUCES AND MODERATES
Daniela De Gregorio
CNR-ISMed

FINAL DISCUSSION

SCIENTIFIC COMMITTEE
Michele Colucci, Gabriella Corona, Antonio De Lorenzo, Valentina Noviello
CNR-ISMed

INFO AND CONTACTS
valentina.noviello@ismed.cnr.it
www.ismed.cnr.it

HOW TO PARTICIPATE
The seminar is open to the public, subject to availability.
It is possible to participate remotely on the Teams platform