Fashion video marketing: come la brand attitude modera l’impatto del video content sull’intenzione d’acquisto
De Padova, Debora (A.A. 2020/2021) Fashion video marketing: come la brand attitude modera l’impatto del video content sull’intenzione d’acquisto. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Piermario Tedeschi, pp. 79. [Master's Degree Thesis]
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Abstract/Index
Relevance. Fashion digital marketing. Instagram e il fashion video marketing. Come il settore della moda italiana è cambiata a causa del Covid-19. Literature review. Social media. Social media marketing. Fashion social media. Instagram come social commerce. Social media video marketing. Firm-generated content (FGC). Purchase intention. Brand attitude. Framework teorico. Research question e ipotesi. Lo studio. Metodologia e design di ricerca. Analisi dei dati.
References
Sitografia: pp. 59-60. Bibliografia: pp. 61-69.
| 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: | Web analytics e marketing |
| Thesis Supervisor: | Tedeschi, Piermario |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 May 2022 12:34 |
| Last Modified: | 12 May 2022 12:34 |
| URI: | https://tesi.luiss.it/id/eprint/32273 |
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