Associate Professor Joseph Vella specialises in marketing communication, with a research focus on consumer behaviour, branding, and the evolving dynamics of digital media. Based within the Faculty of Media and Knowledge Sciences at the University of Malta, he currently serves as Head of the Department of Corporate Communication. His research explores how consumers interpret and respond to brand messaging across platforms, with particular interest in memory, perception, and decision-making. He is currently engaged in conceptual research investigating the use of metaphor and models from other disciplines—such cognitive psychology—to shed new light on relationship marketing. He is also co-authoring work on consumer vulnerability in digital contexts, especially in relation to the growing influence of generative AI on perceived knowledge, credibility, and persuasion. Professor Vella's scholarly work often draws from interdisciplinary frameworks, combining insights from behavioural science and narrative theory to better understand the emotional and psychological mechanisms that underpin consumer responses. He has presented his research at both local and international conferences and contributes actively to academic discussions around the future of digital communication and marketing practice. He has also supervised numerous postgraduate dissertations, many of which explore emerging themes in digital branding, influencer culture, and audience engagement. As a researcher, he remains committed to grounding theoretical work in issues of practical relevance—particularly those that impact how marketing is understood and applied in rapidly evolving media environments. In addition to his research, Professor Vella has contributed to programme design and curriculum development, including the MA in Digital Marketing Communications. He continues to collaborate with academic colleagues across departments, while maintaining strong links with practitioners and industry stakeholders.
