The thin line between believability and persuasiveness: concrete versus abstract language in shaping a company’s social media marketing communication strategy
Alessandrini, Chiara (A.A. 2012/2013) The thin line between believability and persuasiveness: concrete versus abstract language in shaping a company’s social media marketing communication strategy. Tesi di Laurea in Marketing management, LUISS Guido Carli, relatore Michele Costabile, pp. 80. [Master's Degree Thesis]
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Abstract/Index
eWOM and the evolution of social communication. Get linked or get lost: the social media call. The relevance of language in social media marketing communication. Empirical analysis. General discussion and managerial implications.
References
Bibliografia: pp. 71-80.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | LUISS Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in General Management, English language (LM-77) |
| Chair: | Marketing management |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Marcati, Alberto |
| Academic Year: | 2012/2013 |
| Session: | Summer |
| Deposited by: | Maria Teresa Nisticò |
| Date Deposited: | 18 Dec 2013 14:08 |
| Last Modified: | 06 Nov 2018 11:21 |
| URI: | https://tesi.luiss.it/id/eprint/10807 |
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