Associate ProfessorAndrea Vocino

Dr Andrea Vocino is an Associate Professor of Marketing at Deakin Business School. His research sits at the intersection of consumer behaviour, digital innovation, customer analytics, and technology-mediated markets, with a particular focus on how consumers acquire, interpret, and act on information in traditional, digital, platform-mediated, and AI-enabled environments.

Andrea's research programme is organised around two main streams: Technology Marketing and Sustainable / CSR Marketing. The first examines how digital platforms, AI-enabled systems, immersive technologies, and data-driven environments reshape consumer behaviour, brand authenticity, customer experience, and market knowledge. The second examines how consumers respond to sustainability claims, corporate social responsibility, ethical signals, environmental marketing, and socially responsible consumption contexts.

His sustainability research has been taken up as policy-supporting evidence by some of the world's most authoritative scientific and regulatory bodies. Scopus records 32 policy citations of his work, including in the IPCC Sixth Assessment Report on climate change mitigation, a UK Government report on energy labelling, UNCTAD analysis of voluntary sustainability standards, and the IPBES Business and Biodiversity Assessment.
His technology-focused work has traced the development of digitally mediated markets from earlier research on marketing channels, the World Wide Web, online panels, digital response behaviour, and QR-delivered product content through to more recent work on social media, omnichannel authenticity, phygital customer experience, NFTs, digital twins, and AI-enabled cultural and creative markets. His recent solo-authored article, "Mapping Artificial Intelligence Research in the Cultural and Creative Industries: A Systematic Bibliometric Review," published in Technovation, represents the current AI-enabled phase of this research programme.

Andrea has published over 40 peer-reviewed journal articles in leading international journals, including Journal of Business Research, Journal of Business Ethics, Psychology & Marketing, European Journal of Marketing, Technovation, International Journal of Consumer Studies, and Journal of Cleaner Production. His work has attracted more than 2,350 citations with an h-index of 23 (Google Scholar), and SciVal places over 80% of his recent outputs in top-quartile journals worldwide. His research has attracted more than AUD 1.5 million in external research funding across his career, including over AUD 1.3 million since his appointment as Associate Professor, through partnerships including the Australian Bureau of Statistics and the Australian Red Cross.

He serves as Associate Editor of the Journal of Strategic Marketing and was competitively selected as lead guest editor of the forthcoming Psychology & Marketing special issue, "Trust, Authenticity, and Consumer Agency in AI-Mediated Omnichannel and Phygital Experiences," which focuses on AI-mediated consumer-brand interactions, trust, authenticity, consumer agency, omnichannel journeys, and phygital experiences.
Andrea has supervised four PhD candidates to completion as principal supervisor; his graduates hold academic positions at RMIT University and IIM Udaipur and senior professional roles at Worley and Shell Energy Australia. He currently supervises four further doctoral candidates.

Andrea's methodological expertise includes structural equation modelling, Bayesian modelling, experimental design, scale development, psychometrics, econometric modelling, bibliometric analysis, online panel research, response-time analysis, and computational text analysis. He also uses AI tools directly as research instruments, including large language model APIs, Claude Code, and computational text analysis pipelines for corpus processing, bibliometric mapping, and thematic extraction.

Before entering academia, Andrea worked for approximately fifteen years in senior financial, operational, and management roles across Italy, France, the United Kingdom, Australia, and the United States. This industry background informs his approach to research design, teaching, industry engagement, and institutional governance.

He is a Fellow of the Australian Marketing Institute and a Certified Practising Marketer.

Academic Leadership and Governance

Andrea has held senior academic leadership and governance roles across Deakin University, Deakin Business School, the Faculty of Business and Law, and the Department of Marketing. His leadership has included research strategy, HDR governance, international engagement, workload coordination, curriculum governance, academic board service, and university-wide research ethics governance. As Director of Research, he led the analytics underpinning the Department of Marketing's progression from ERA 2 to ERA 4 across successive national assessments.

2026–present
Deputy Chair, Deakin University Human Research Ethics Committee

2013–present
Member, Deakin University Human Research Ethics Committee

2013–2016; 2018–2021
Member, University Academic Board

2018
Acting Associate Dean Research, Faculty of Business and Law

2023–2025
Member, Faculty of Business and Law Academic Board

2015–2018
Member, Faculty of Business and Law Research Committee

2014–2015
Member, Faculty of Business and Law Higher Degree by Research Committee

2012–2014
Member, Faculty of Business and Law Curriculum Committee

2020–2025
Workload Coordinator, Department of Marketing

2020–2021
Director of International, Department of Marketing

2014–2018
Director of Research, Department of Marketing

2014–2015
Director of Higher Degree by Research, Department of Marketing

2012
Acting Associate Head of School, Teaching

Awards and Distinctions

2026 | Best Conference Paper
International Marketing Trends Conference, Berlin
Faraoni, M., Ranfagni, S. & Vocino, A. “Authenticity in Chaos: Gen Z’s Dual Roles and Collective Meaning in Digital Luxury Resale”

2022–2023 | Conference Track Chair
ANZMAC Consumer Behaviour Track

2022 | Best Paper in Track
Academy of Marketing Science Annual Conference – Omni-Channel Perplexities and Challenges
Massi, M., Piancatelli, C. & Vocino, A. “Authentic Omnichannel: Providing Consumers with a Seamless Brand Experience through Authenticity”

2019 | Excellence in Research Award
Department of Marketing, Deakin University

2014 | Best Paper
Global Innovation and Knowledge Academy Conference, Valencia
Grimmer, M., Miles, M., Polonsky, M.J. & Vocino, A. “A Research Note on the Propensity of Consumers to Internalize Environmental Costs”

2014 | Learning Award
Faculty of Business and Law, Deakin University
For effectiveness, excellence, and exemplary practice in teaching and learning

2012 | Early Career Researcher Award
Faculty of Business and Law, Deakin University

2009 | Highly Commended Award
Literati Network Awards for Excellence
For “Message Framing: Keeping Practitioners in the Picture” in Marketing Intelligence & Planning