Effectiveness of micro versus macro endorsers in healthcare campaigns through positive versus negative argument valence

Santomauro, Gianluca (A.A. 2020/2021) Effectiveness of micro versus macro endorsers in healthcare campaigns through positive versus negative argument valence. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 55. [Master's Degree Thesis]

[img] PDF (Full text)
Restricted to Registered users only
Download (1MB) | Request a copy

Abstract/Index

Influencer marketing and endorsers: background information. Purpose of the study. Scientific and managerial relevance. Literature review. Endorsements and the effect micro and macro endorsers. The effect of argument valence. The effects on WOM. Conceptual model. Methodology. Procedure. Survey structure. Testing hypotheses. Results. ANOVA analysis (main and interaction effects). Moderated mediation analysis (process model 83). Discussion. Theoretical contribution. Managerial implications.

References

Bibliografia: pp. 24-28.

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: Neuromarketing
Thesis Supervisor: Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor: Devetag, Maria Giovanna
Academic Year: 2020/2021
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 11 Jan 2022 11:38
Last Modified: 11 Jan 2022 11:38
URI: https://tesi.luiss.it/id/eprint/31080

Downloads

Downloads per month over past year

Repository Staff Only

View Item View Item