Currently, he is a research member of the AXD (Advanced Experience Design) and Osservatorio XR Technologies & Immersive Experiences of Politecnico di Milano. He is part of the European Metaverse Research Network, an international network conducting interdisciplinary research into the concept and practice of the metaverse to explore the implications of this transformative technology. He collaborates with international companies in the technology and automotive sectors to develop innovative solutions related to marketing and customer experience. Since 2022, he has been a Lecturer at the Graduate School of Management of Politecnico di Milano, where he teaches courses on marketing and consumer behavior. He is also a guest lecturer at POLI.design, teaching in the User Interface Design course. Additionally, he supports teaching activities in MSc programs at Politecnico di Milano, particularly in the fields of marketing analytics and quantitative research methodologies.

During his doctoral studies, he explored the impact of virtual reality (VR) technologies on consumer experience, conducting research based on biofeedback, brain activity analysis, eye tracking, and behavioral responses. His main research focuses on the effects of metaverse-related technologies (XR, AR, virtual influencers), artificial intelligence, and digital technologies on consumer behavior. His research interests also include the study of user experience in the automotive sector, with the aim of analyzing the evolution of marketing content in driving contexts, promoting sustainable driving behaviors, and exploring new user interfaces and interior design solutions for the automotive industry.

Slater, M., Di Dalmazi, M., Friedman, D., Galissaire, J., Isaac, H., Kobusinska, A., Lucas, J., Niamut, O., Pan, X. Prié, Y., Quent, M., Ruiz Rodríguez, R., V, M., Skrzypczynski, P., Steed, A., & Wannerberg, P. A Multidisciplinary Approach to Understanding the Technology, Opportunities, Challenges, and Implications for Society of the Metaverse. Frontiers in Virtual Reality, 6, 1566419 – IN PRESS https://doi.org/10.3389/frvir.2025.1566419

Di Dalmazi, M., Mandolfo, M., Guixeres Provinciale, J., Raya, M. A., & Lamberti, L. (2025). Can immersive technologies sustain green brand image? An empirical investigation on the role of virtual nature experiences. International Journal of Advertising, 1–28. https://doi.org/10.1080/02650487.2025.2563934

Di Paolo, F., Di Dalmazi, M., & Lamberti, L. (2025). Brand strategy in the metaverse: Insights from companies venturing into virtual environments. Journal of Innovation & Knowledge, 10(3), 100710. https://doi.org/10.1016/j.jik.2025.100710

Mandolfo, M., Di Dalmazi, M., Di Paolo, F., & Lamberti, L. (2025). Beyond exposure: The influence of user tasks and induced presence on product placement effectiveness in virtual environments. Journal of Business Research, 197, 115485. https://doi.org/10.1016/j.jbusres.2025.115485

Di Dalmazi, M., Mandolfo, M., Guixeres, J., Alcañiz Raya, M., & Lamberti, L. (2024). How immersive technologies impact behavioral responses in destination marketing: The role of physiological arousal, presence, and age. International Journal of Contemporary Hospitality Management, 36(11), 3628–3650. https://doi.org/10.1108/IJCHM-09-2023-1511

Mandolfo, M., Di Dalmazi, M., & Lamberti, L. (2022). Now you see me. Evaluating visual and auditory brand placement disclosures in music videos. Journal of Marketing Communications, 1–23. https://doi.org/10.1080/13527266.2022.2152475

Best Paper Award Winner in the “Immersive Technologies” category at the AIRSI 2025 International Conference (June 9–11, University of Zaragoza) for the paper “Exploring Individual Attention in Virtual Environments: A Multi-Method Investigation Involving Eye-Tracking and EEG” Di Dalmazi M, Mandolfo M, Di Paolo F, Lamberti L