How influencer marketing affects purchase intention and brand loyalty: gap between luxury and mass brands
Romani, Federico (A.A. 2019/2020) How influencer marketing affects purchase intention and brand loyalty: gap between luxury and mass brands. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 95. [Master's Degree Thesis]
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Abstract/Index
From traditional marketing to the new digital era. A new generation of marketing: the influencers’ figure. Change response: Luxury vs mass market. Positive and negative factors arising from the social media marketing use. How influencer marketing approaches brands. Main contribution. Methods. Measurements and results.
References
Bibliografia: pp. 89-94. Sitografia: p. 95.
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: | Web analytics e marketing |
Thesis Supervisor: | De Angelis, Matteo |
Thesis Co-Supervisor: | Tedeschi, Piermario |
Academic Year: | 2019/2020 |
Session: | Extraordinary |
Deposited by: | Alessandro Perfetti |
Date Deposited: | 16 Jun 2021 08:20 |
Last Modified: | 21 Oct 2021 10:10 |
URI: | https://tesi.luiss.it/id/eprint/29787 |
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