Influencer marketing for durable and non durable goods and the moderating effect of social norms: an empirical investigation
Canfora, Benedetta (A.A. 2020/2021) Influencer marketing for durable and non durable goods and the moderating effect of social norms: an empirical investigation. Tesi di Laurea in Behavioral economics and consumer decision making, Luiss Guido Carli, relatore Giacomo Sillari, pp. 183. [Master's Degree Thesis]
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Abstract/Index
Marketing communication. The rise of social media. A related phenomenon: influencer marketing. Group influence and social norms. Theoretical framework. Literature review. Objective of the research and research questions. Conceptual model and hypotheses. Research methodology. Variables of the study. Data collection. Data pre-processing. Preliminary analysis. Hypothesis testing. Discussion and managerial implications.
References
Bibliografia: pp. 117-134.
| 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: | Behavioral economics and consumer decision making |
| Thesis Supervisor: | Sillari, Giacomo |
| Thesis Co-Supervisor: | Di Cagno, Daniela Teresa |
| Academic Year: | 2020/2021 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Dec 2021 11:40 |
| Last Modified: | 23 Dec 2021 11:40 |
| URI: | https://tesi.luiss.it/id/eprint/31048 |
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