Matteo Anichini is a researcher, lecturer, and consultant specializing in marketing and digital communication. He studied Media Theory and Digital Economics at Queens College in New York and earned his degree in Communication Theories from the University of Siena.
He holds a Ph.D. in Communication, Markets, and Society from IULM University and teaches at academic institutions such as IED – Istituto Europeo di Design.
He was a visiting researcher at Universitat Pompeu Fabra in Barcelona, where he conducted research on influencer marketing and creator economy business models.
He has worked in the digital marketing team of Pramac and collaborates with the journal CheFare, where he writes about media, marketing, and innovation.
MAIN AREAS OF SCIENTIFIC INTEREST
His research interests include the creator economy and digital marketing, with a focus on content monetization models, disintermediation strategies, and the role of creators in brand communication. He also works on media theory and media sociology, exploring the transformation of cultural labor and the dynamics of visibility within digital platforms.
Although IULM University takes all necessary care to ensure the publication of correct, updated and complete information, it is not responsible for the contents of the curricula published online on the Portal www.iulm.it. The holder of this curriculum vitae is the exclusive guarantor and responsible for the correctness and truthfulness of the information contained therein.
Anichini, M ; Massara, F. (2022).
NFT Business Models: What are their characteristics? How will users choose
between them? In Proceedings of the Annual Conference of the Italian Society of Marketing (SIM), Salerno, Italy. ISBN 978-88-943918-8-6.
Anichini, M. Massara, F. (2023).
Understanding the Impact of NFT Business Models on the Creator Economy. In Proceedings of the Annual Conference of the Italian Society of Marketing (SIM), University of Florence, Italy. ISBN 978-88-947829-0-5.
Anichini, M. Massara, F. (2024)
Creators and platform dependency: the strategic role of creator-owned
brands in the creator economy. Full Paper. In Proceedings of the Annual Conference of the Italian Society of Marketing (SIM), University of Milan, Italy.
Anichini, M. (2025). Catipolo nel libro “Marketing”, 4ª edizione, a cura di Roger A. Kerin, Steven W. Hartley, Luca Pellegrini, Francesco Massara e Daniela Corsaro. McGraw-Hill Education. ISBN 978-88-386-9590-2.
Pur applicando tutte le necessarie diligenze volte a garantire la pubblicazione di informazioni corrette, aggiornate e complete, l’Università IULM non è responsabile dei contenuti riportati nei curricula pubblicati online sul Portale www.iulm.it.
Il titolare del presente curriculum vitae è garante e responsabile in via esclusiva della correttezza e veridicità delle informazioni in esso riportate.
