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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