Carmine Sellitto is a Senior Lecturer in the Victoria University Business School at Victoria University in Melbourne, Australia. Dr Sellitto is also affiliated with the Institute for Sustainable Industries and Liveable Cities. Previously, Carmine had roles as a Research Associate with Victoria University’s Institute for Logistics & Supply Chain Management, the Centre for Applied Informatics and the Institute of Sport, Exercise and Active Living (ISEAL).

Dr Sellitto has investigated innovation, information systems and e-commerce/marketing adoption across a variety of business domains including small business, tourism providers and Australian-based wineries.

Carmine has also published widely on topics associated with e-business, information management and technology, website analysis, tourism and IT, Internet-marketing, information quality and small business technology adoption. His articles have appeared in the Australasian Journal of Information Systems, Information Technology and Management, Information Systems Frontiers, Journal of Information Technology and Tourism, International Journal of Retail & Distribution Management, Journal of Information Science and the Journal of the American Society for Information Science and Technology.

Dr Sellitto has been involved in competitive research grants associated with the Australia Awards Fellowship, the Australia-ASEAN Council, Tennis Australia, ARC, the Australian Collaborative Research Centre for Sustainable Tourism and the Victorian Government.

Research grants

Using mobile devices to address disadvantage among Vietnamese small businesses. Australian Awards Fellowship- DFAT (2018), $173,000

ASEAN Academic partnerships for small business and ICT knowledge transfer. Australia-ASEAN Council through DFAT (2017), $75,000.

Sport Business Intelligence: A Consumer and Business Decision-making Model for Sport. Victoria University & Tennis Australia (2016), $360.000.

Home Based Business & Local Government, Victorian Government Department of Innovation, Industry & Regional Development (2005), $35,000.

The adoption of information technologies by rural general practitioners: A socio-technical analysis. Australian Research Council (2003), $69,000.

Collaborative Research Centre for Sustainable Tourism

Development of a toolkit designed to guide SMTEs in planning for, and implementing ICT within their enterprises (2007), $60,000.

SMTEs web presence - a scoping study of the level of web based e-commerce adoption of regional and urban SMTE (2004), $40,000.


Refereed journal articles

Burgess S., Sellitto C., Cox C., Bingley S., Buultjens J. (2017). An Innovation Diffusion approach to examining the Adoption of Social Media by Small Businesses: an Australian case study. Pacific Asia Journal of the Association for Information Systems, 9 (3) 1-24.

Hawking P., Sellitto C. (2017). Business Intelligence Strategy - Two case Studies. International Journal of Business Intelligence Research, 8 (2) 17-30.

Hawking P., Sellitto C. (2017). A Fast-Moving Consumer Goods Company and Business Intelligence Strategy Development. International Journal of Enterprise Information Systems, 13 (2) 22-33.

Phonthanukitithaworn C., Sellitto C. (2017). Facebook as a second screen: An influence on sport consumer satisfaction and behavioral intention. Telematics and Informatics, 34 (8) 1477-1487.

Sellitto C., Bingley S., Burgess S. (2017). A Model for Evaluating Mobile Device Adoption in Community Sports Organisations. Bulletin of Science, Technology & Society, 36 (4) 211-218.


Bingley S., Banks D., Sellitto C. and Burgess S. (2017). Small Business and Effective ICT. NY: Routledge.

Burgess S., Sellitto C. and Karanasios S. (2009) Effective Web Presence Solutions for Small Businesses: Strategies for Successful Implementation. IGI Global, Hershey, PA, USA.

Refereed chapters

Sellitto C., Hawking P. (2019). A Study of Business Intelligence Strategy Development by Large Organizations in Applying Business Intelligence Initiatives in Healthcare and Organizational Settings. Hershey, PA: IGI. 326-339.

Hawking P., Sellitto C. (2017). Developing an Effective Strategy for Organizational Business Intelligence in Enterprise Information Systems and the Digitalization of Business Functions. Hershey: IGI Global. 222-237.

Hawking P., Sellitto C. (2016). Business Intelligence Strategy: A Utilities Company Case Study in Business Intelligence: Concepts, Methodologies, Tools, and Applications. Hershey: IGI Global. 305-317.

Phonthanukitithaworn C., Sellitto C., Fong M. (2015). A Study of Mobile Payment (M-payment) Services Adoption in Thailand in Encyclopedia of Information Science and Technology (3rd Ed.). Hershey, PA: Information Science. 762-772.

Conference presentations

Buultjens J., Burgess S., Sellitto C., Cox C. (2016). Regional SMEs and social media: Use, perceived benefits and possible limitations. RUN Regional Futures Conference, 22-24 June. Rockhampton, Queensland. 1-19.

Phonthanukitithaworn C., Sellitto C. (2016). Role of service quality and total attending cost on satisfaction and behavioral intention to return to a sport event. Proceedings of the International Research Symposium in Service Management (IRSSM7). 2–6 August 2016. Bangkok, Thailand.  Mahidol University International College. 228-235.

Burgess S., Sellitto C., Cox C., Buultjens J. (2015). How Australian SMEs engage with social media. 2nd European Conference on Social Media (ECSM 2015). Polytechnic Institute of Porto- Porto, Portugal: ACPI, 1-12.

Sellitto C. (2014). Business Activities Associated with Social Customer Relationship Management (social-CRM). European Conference on Social Media (ECSM). 10-11 July, 2014. University of Brighton, UK ACPI.

Bingley S., Burgess S., Sellitto C., Hackney R. A. (2013). A Model for Evaluating Mobile Device Adoption Amongst Local Sporting Organisations. European Academy of Management Conference (EURAM). Istanbul, Turkey, 1-25.

View the full list of Carmine's publications in Victoria University's Resarch Repository.

Appearances in the media

Sellitto C. (2014) Big Data Can Give Athletes the Winning Edge, The Conversation.

Sellitto C. & Hawking P. (2014) Game on for a digital revolution in sport stadiums, The Conversation.

Professional membership

  • Institute for Sustainable Industries and Liveable Cities (Victoria University), Research affiliate (2017- )
  • Institute for Logistics and Supply Chain Management (Victoria University), Research associate (2005-2015)
  • Institute for Sport, Exercise Science and Active Living (Victoria University), Research associate (2012-2017)
  • The European Academy of Management (EURAM), member (2013)
  • The Institute for Small Business Affairs (ISBA) - (UK), member (2009-2012)
  • Centre for Hospitality and Tourism Research (Victoria University), Research associate (2005-2012).

Areas of expertise

  • small business information management systems with a focus on tourism, home based business and wine industry entities
  • technology and sport
  • the adoption of innovation, technology and ideas across the industry supply chain
  • research design and methods
  • enterprise systems strategy

Contact details