Di Paolo Francesco

PHD

Francesco Di Paolo is a Ph.D. Candidate in Management Engineering at the Department of Management, Economics, and Industrial Engineering at Politecnico di Milano. His research focuses on business innovation, marketing strategy, and consumer behavior in emerging digital and virtual environments. He is research member at the Osservatorio XR Technologies & Immersive Experience, Behavioral Research in Immersive Environments Lab, and Automotive eXperience Design Lab. He serves as DocSIG Leader at the American Marketing Association. He is a Visiting Research Scholar at the University of Illinois Chicago Department of Marketing.

Career

Master of Science: Management Engineering - Digital Business & Market Innovation

Bachelor's degree: Management Engineering

Research

PhD Supervisor: Prof. Lucio Lamberti

Selected Publications

Di Paolo, F., Bettiga, D., & Lamberti, L. (2025). Leveraging social capital for destination promotion in the metaverse: The Enoverse case. Tourism Management, 107, 105072. https://doi.org/10.1016/j.tourman.2024.105072

Di Paolo, F., Di Dalmazi, M., & Lamberti, L. (2025). Brand strategy in the metaverse: Insights from companies venturing into virtual environments. Journal of Innovation & Knowledge, 10(3), 100710. https://doi.org/10.1016/j.jik.2025.100710

Di Paolo, F., Mancuso, I., Bettiga, D., Lamberti, L., Messeni Petruzzelli, A., & Panniello, U. (2025). Metaverse business transformation: four companies’ virtual experiences. Management Decision, 63(13), 349-371. https://doi.org/10.1108/MD-06-2024-1316

Mandolfo, M., Di Dalmazi, M., Di Paolo, F., & Lamberti, L. (2025). Beyond exposure: The influence of user tasks and induced presence on product placement effectiveness in virtual environments. Journal of Business Research, 197, 115485. https://doi.org/10.1016/j.jbusres.2025.115485

Grants, awards and Honours

Community service