I have thought various modules in Branding, Digital Media, Digital Ethnography, and Digital Methods in both academic and corporate contexts. I have developed and taught the module in “Big Data and Digital Methods” at the State University of Milano as well as I have been chief research officer at Viralbeat (Social Media Marketing Company). I was one of the founding members of the Centre for Digital Ethnography at the University of Milan and worked on the EU-FP7 funded project “P2Pvalue” at same Centre, studying commons-based peer production at an international level as part of a team led by Prof. Adam Arvidsson. At Middlesex University, I teach Research Techniques and Approaches. I would welcome applications from any students interested in pursuing studies across my areas of expertise, especially Digital Methods and Branding.
Research Outputs & Interests
My current research project aims at understanding how digital environments, devices, and interaction models shape consumption and communication activities among different social groups, by means of the application of Digital Methods to Media and Communication Studies. Specifically I am interested in developing theoretical, methodological and technical frameworks useful for: a) investigating symbolic meanings, cultural practices, and discourses pertaining brands and products within digital environments (especially Twitter and Instagram); and b) mapping the new social formations emerging from interactions between Internet users and digital devices around brands and products online. I am also interested in investigating and understanding the social practices of Smartphone’s users mixing Big Data techniques and traditional qualitative techniques (interviews and focus groups).
Caliandro A. and A. Gandini (forthcoming-2017). Qualitative Research in Digital Environments: A Research Toolkit, Routledge, London.
Bonini, T., A. Caliandro and A. Massarelli (2016). ‘Understanding the value of networked publics in radio. Employing Digital Methods and social network analysis to understand the Twitter publics of two Italian national radio stations’, Information, Communication and Society, 19(1), pp. 40–58.
Arvidsson, A. and Caliandro, A. (2016). ‘Brand Public’. Journal of Consumer Research, 42(5), pp.727-748.
Arvidsson, A., A. Caliandro, M. Airoldi and S. Barina (2015). ‘Crowds and value. Italian Directioners on Twitter’, Information, Communication & Society, 19(1), pp. 40–58
Caliandro, A. (2014). ‘Ethnography in Digital Spaces: Ethnography of Virtual Worlds, Netnography, and Digital Ethnography’, Handbook of Anthropology in Business, ed. P. Sunderland, and R. Denny, Walnut Creek, CA: Left Coast Press, pp. 738-61.
Zollo L., Rialti, R., Caliandro, A. and C. Ciappei. (2016). ‘Social Media Strategies to Protect Brand Image and Corporate Reputation in the Digital Era: A Digital Investigation of the Eni vs. Report Case’, Mercati & Competitività, n° 4/2016.
Bonini, Tiziano and Caliandro, Alessandro and Massarelli, Alessandra (2015) Understanding the value of networked publics in radio: Employing digital methods and social network analysis to understand the Twitter publics of two Italian national radio stations. Information, Communication and Society, 19 (1). pp. 40-58. (Published online first)
Arvidsson, Adam and Caliandro, Alessandro and Airoldi, Massimo and Barina, Stefania (2015) Crowds and value. Italian Directioners on Twitter. Information, Communication & Society, 19 (7). pp. 921-939. (Published online first)
Rialti, Riccardo and Zollo, Lamberto and Caliandro, Alessandro and Ciappei, Cristiano (2016) Social media strategies to protect brand image and corporate reputation in the digital era: a digital investigation of the Eni vs. Report case. Mercati & Competitività (4). pp. 65-84. ISSN 1826-7386
Rialti, Riccardo and Zollo, Lamberto and Caliandro, Alessandro and Ciappei, Cristiano (2017) Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis. In: 2017 Global Fashion Management Conference, 06-09 Jul 2017, Vienna, Austria.