The scientific interest of Vito is in the area of marketing and consumer behaviour with a particular lens in the consumer-to-consumer perspective (Tier 1 of the Marketing Science Institute 2018-2020 priorities; Customer Journey and Customer-Technology). His mainly researches are in marketing, consumers’ decision making, word-of-mouth & electronic word-of-mouth, consumer misbehaviours and with an interest in field of tourism. I am member of Digital Marketing and Retail Marketing research group at Liverpool Business School since 2018.