Marullo, Ludovica (A.A. 2019/2020) Influencer marketing on instagram: effects on positive eWOM of users. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 193. [Master's Degree Thesis]

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Abstract/Index

Consumers as marketers: how social media changed the transmission of promotional messages. The rise of social media. The "next golden goose": influencer marketing. Research model: the tie among instagram branded contests, influencer effectiveness and online word of mouth. Empirical analysis. Variables of the model and item scale. Preliminary analysis.

References

Bibliografia: pp. 168-175. Sitografia: pp. 176-178.

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:	22 Apr 2021 10:08
Last Modified:	22 Apr 2021 10:08
URI:	https://tesi.luiss.it/id/eprint/29125

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