Guida, Aurelio Maria (A.A. 2020/2021) Story vs post: how different types of social media content affect user’s purchase intention: mediating and moderating effect of time pressure and impulsiveness. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 97. [Master's Degree Thesis]

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Abstract/Index

The social media. Social media characteristics. Social media insights. Social media content. Instagram effectiveness. Instagram in Italy. Instagram content. The effect of Instagram on consumer purchase intention. Literature review. Content marketing. Content marketing on social media platform. The effect of Instagram on consumer. Impulsiveness and purchase intention. Impulsiveness on social media platform. The effect of Instagram on impulsiveness and purchase intention. Time pressure. The effect of time pressure on online purchase intention. Literature gap, research question and hypothesis. Statistics analysis and research contribution. Analysis and results. Hypothesis test. Mediation and moderation analysis. Discussion and managerial implications.

References

Bibliografia e sitografia: pp. 58-64.

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:	De Angelis, Matteo
Thesis Co-Supervisor:	Farace, Stefania
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	12 May 2022 13:22
Last Modified:	12 May 2022 13:22
URI:	https://tesi.luiss.it/id/eprint/32281

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