How to build brand value when facing socia media firestorms: the case of Findus Italia

Frullini, Chiara (A.A. 2020/2021) How to build brand value when facing socia media firestorms: the case of Findus Italia. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 150. [Master's Degree Thesis]

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Brand reputation. Brand identity and brand equity. From the concept of reputation to digital brand reputation. Reputation in the social media era. Reputation measurements. Word of mouth. Main forms of unconvenional marketing. Social media and electronic word of mouth. The drivers of word of mouth. Web reputation and virality. Social media firestorms. Characteristics and effects of online firestorms. What incites participation behavior in an online firestorm. How companies should respond to social media crises. Prevention and management tools. The case of Findus Italia. The history of Findus Italia. Communication throughout the years. Social media crises. The case of the Netflix documentary seaspiracy.


Bibliografia: pp. 129-134. Sitografia: pp. 135-136.

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: Marketing communication & new media
Thesis Supervisor: Peverini, Paolo
Thesis Co-Supervisor: Tedeschi, Piermario
Academic Year: 2020/2021
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 26 May 2022 08:04
Last Modified: 26 May 2022 08:04


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