ASSOCIATE PROFESSOR
Associate Professor of Marketing at the Department of Economic and Management, University of Parma, where he teaches "E-commerce and Digital Analytics" and "CRM" within the Master's Degree in Trade and Consumer Marketing. He holds the position of Rector's Delegate for internships and job placement, contributing to the connection between the university and the world of work.
He received his Ph.D. in Economics from the University of Parma, conducted a period of training and research at the University of Ghent (Belgium) during his doctorate, and engaged in research collaborations with colleagues at foreign academic institutions such as the University of Kobe (Japan), the University of Bordeaux (France), and the Universities of Valencia and Madrid (Spain).
Senior Researcher at the Loyalty Observatory of the University of Parma, he works within the Observatory's activities on customer loyalty, omnichannel retailing and customer experience. He has participated in numerous research projects, including studies on the role of loyalty and consumer behavior in the adoption of digital channels, collaborating with national and international companies and institutions.
He is a reviewer for more than 15 international scholarly journals and a member of the Editorial Board of the Journal of Research in Interactive Marketing. He has received several awards for his academic contributions, including the Best Paper Award at the Annual Conference of the Italian Marketing Society and the Best Paper Award at the Excellence in Services International Conference.
His most recent research activity focuses on loyalty strategies, consumer behavior in digital and omnichannel contexts, and the role of technologies in retail marketing. He has published contributions in leading international scholarly journals such as the Journal of Retailing and Consumer Services, Industrial Marketing Management, and the Journal of Advertising Research, as well as co-authored with Cristina Ziliani the book Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences.
AREAS OF RESEARCH
- Data Mining for the Segmentation and Forecasting of Consumer Behavior
- CRM and Loyalty Marketing
- Measuring the Effectiveness of Promotional Communications in Retail
- Customer Journey Analysis and Customer Experience: Building Client Loyalty
- The Role of Marketing Innovation for Company Success
MAIN PUBLICATIONS
- Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences (Routledge, 2020 and 2025)
- Veloso, M., Ieva, M., & Gómez-Suárez, M. (2024). "Social media content strategy in hospitality: the impact of experiential posts and response congruence on engagement, hotel image, and booking intention." Journal of Hospitality Marketing & Management, 33(1), 57-77.
- Frasquet, M., Ieva, M., & Mollá-Descals, A. (2024). "Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels." Journal of Retailing and Consumer Services, 76, 103592.
- Flacandji, M., Passebois-Ducros, J., & Ieva, M. (2023). "Redesigning loyalty marketing for a better world: the impact of green loyalty programs on perceived value." Journal of Service Theory and Practice, 33(4), 465-487.
- Ieva, M., Ziliani, C., Gázquez-Abad, J. C., & D'Attoma, I. (2022). "I read, therefore I buy? Analyzing the impact of flyer distribution and readership on purchase behavior." Journal of Retailing and Consumer Services, 64, 102725.
- D'Attoma, I., & Ieva, M. (2020). "Determinants of technological innovation success and failure: Does marketing innovation matter?". Industrial Marketing Management, 91, 64-81.
- Ieva, M., & Ziliani, C. (2018). "The role of customer experience touchpoints in driving loyalty intentions in services." The TQM Journal, 30(5), 444-457.
- Ieva, M., & Ziliani, C. (2018). "Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience." International Journal of Retail & Distribution Management, 46(3), 304-322.