Engaging customers through storytelling: a study on the impact of utilitarian versus hedonic content on the effectiveness of content marketing strategies
Capriotti, Martina (A.A. 2012/2013) Engaging customers through storytelling: a study on the impact of utilitarian versus hedonic content on the effectiveness of content marketing strategies. Tesi di Laurea in Marketing management, LUISS Guido Carli, relatore Michele Costabile, pp. 97. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Statement of problem and purpose of the study. Literature review. Research model. Methodology.
References
Bibliografia: pp. 88-97.
| 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: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 07 Mar 2014 18:41 |
| Last Modified: | 19 May 2015 23:40 |
| URI: | https://tesi.luiss.it/id/eprint/11248 |
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