A friend told me about it: the effects of parasocial relationships on online virality

Muzi, Davide Gabriele (A.A. 2020/2021) A friend told me about it: the effects of parasocial relationships on online virality. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 74. [Master's Degree Thesis]

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Abstract/Index

Theoretical model. Virality. Parasocial relationships. Level of parasocial relationship. Presence of sponsorship. Media buzz. Model operationalization. Dataset introduction and descriptive statistics. Variables operationalization. Control variables. Regression model. Analysis. Robustness test: self-sponsorship.

References

Bibliografia: pp. 35-42.

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: Consumer behavior
Thesis Supervisor: Romani, Simona
Thesis Co-Supervisor: Tedeschi, Piermario
Academic Year: 2020/2021
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 18 Jan 2022 19:18
Last Modified: 18 Jan 2022 19:18
URI: https://tesi.luiss.it/id/eprint/31178

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