Andreina Mandelli is Professor of Communication and Marketing at SDA Bocconi School of Management in Italy. She also is an adjunct professor at the Università della Svizzera italiana, Lugano, and visiting scholar at UCLA Anderson School of Business, Los Angeles. She is a senior research fellow at the Center for the Digital Future at the Annenberg School for Communication and Journalism, University of Southern California, Los Angeles. From 1995 to 2001 she launched and directed a research observatory on new media communication and marketing. Dr. Mandelli has been interviewed on her research subject by major news media including the New York Times and CNN. She received her PhD in Mass Communication from Indiana University, Bloomington, USA, and her MBA from Bocconi University, Italy. Dr. Mandelli's research focuses on innovation in marketing and corporate communication and markets conceived as mediated conversations. She has published seven books, numerous articles and several chapters of international books. Currently she is writing a book about social media branding and metrics and working on a project on online reputation measurement and management.