Influencer marketing on instagram: effects on positive eWOM of users

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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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.


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


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