Marco Tulio Zanini

Papers

Total Citations

H-Index

About

Marco Tulio Zanini is a leading scholar at the intersection of marketing, technology, and consumer behavior, with a primary focus on non-dyadic human–robot interactions (HRI) and the dynamics of online brand communities. His most notable contribution is a pioneering 2022 study that conceptualizes how consumers interact with robots in multi-party, non-dyadic settings—moving beyond traditional one-on-one HRI models. Through a netnographic analysis of the “iRobot – Roomba” Facebook community, Zanini revealed how shared ownership and communal discussions of autonomous devices reshape brand engagement and social identity. This work, which has garnered 7 citations in a short time, is considered foundational for understanding the social ecosystems around smart home products. Zanini’s research is particularly impactful for scholars studying the blurring lines between human, machine, and community, offering fresh insights into how brands can foster loyalty through collective, technology-mediated experiences. His approach combines rigorous qualitative methods with a forward-looking perspective on the Internet of Things, making him a key voice in the evolving discourse on consumer-robot relationships.