Marta MASSI

About

Dr. Marta Massi is an Assistant Professor at Athabasca University in Canada. Her research focuses on the intersections of art, marketing, and consumer behavior, as evidenced by her recent articles exploring topics such as artification, phygital customer experiences, and authenticity strategies in social media. She also investigates the role of atmosphere in museums and its impact on brand perceptions. Dr. Massi's work contributes to a deeper understanding of value creation in both the corporate and nonprofit sectors.