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.


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.


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


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