Influencer marketing: an investigation on how the type of influencer and the brand attitude affect the purchase intention of branded content on social media
Formentini, Alice (A.A. 2019/2020) Influencer marketing: an investigation on how the type of influencer and the brand attitude affect the purchase intention of branded content on social media. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 103. [Master's Degree Thesis]
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Abstract/Index
From the birth to the evolution of influencer marketing. Evolution and description of influencer marketing over the years. Description of micro, macro, mega influencers and their metrics. Influencer marketing in 2020. Theoretical background. The research models. Research rationale and contribution. Conceptual model. The study. Model variables description. Scales reliability analysis. Mediation and moderation model. Recommendations and managerial implications.
References
Bibliografia: pp. 84-91.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Tedeschi, Piermario |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 Apr 2021 13:13 |
| Last Modified: | 21 Apr 2021 13:13 |
| URI: | https://tesi.luiss.it/id/eprint/29119 |
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