Donatella Padua has a PhD in the Science of Education. She is Adjunct Professor of Sociology and of Methods of Analysis of the Complex Society at the Università per Stranieri di Perugia and of Sociology of Communication at the Università degli Studi di Perugia, Italy.
She is Scientific Director of the Intelligent Positioning Research Center, aiming to develop innovative research in the field of Web Sociology. She has a Degree in Business Administration from the University ‘La Sapienza’ of Rome, Italy.
In her last publication Trust, Social Relations and Engagement. Understanding Customer Behaviour on the web, published by Palgrave Macmillan, UK (2012), she introduced the original notion of ‘Value for Engagement’. This concept allows an original approach to the understanding of the dynamics of value and trust within the relationships between organizations and stakeholders. This concept is behind the new ‘Value for Engagement model’ built with a holistic methodological approach.
She has also tackled the issue of trust on the socio-economic side, publishing a book, in Italian, La fiducia nella crisi globale. L’attualità del pensiero keynesiano (‘Trust in the global crisis. The relevance of the Keynesian thinking’), Carocci Editore, 2012 (read the abstract in English).
Her areas of research currently focus on: web sociology, methodology of web social research; value and engagement in online and offline organizational contexts; sociology of organizations; and trust and value in the complex society;
She writes blog posts on the subject of Web Sociology applied to organizations and articles for L’Impresa, a leading management journal in Italy. These articles, targeted to CEOs and managers, tackle methodological issues in web analysis.
Read the articles (in Italian):
- Obiettivo Customer Insight
- Il brand nell’Internet age
- Marketing in Rete
- Il business della relazione
- Il viaggio del consumatore in rete
- Fiducia in rete