Influencer marketing for small medium enterprises in the Italian context
Scatassa, Veronica (A.A. 2020/2021) Influencer marketing for small medium enterprises in the Italian context. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 86. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Origins and evolution of influencer marketing. What makes the influencer relevant for the brand. Influencer types. The paradigm of source credibility. Influencer-brand perceived fit. Influencer marketing and small medium enterprises. Research gap. Methodology. Hypothesis and research model. Research. Survey design and measures. Sample. Analysis and results. Discussion and managerial implications.
References
Bibliografia: pp. 64-69. Sitografia: p. 70.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Giorgino, Francesco |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 May 2022 16:08 |
| Last Modified: | 06 May 2022 16:08 |
| URI: | https://tesi.luiss.it/id/eprint/32184 |
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