Magnani, Emilia (A.A. 2020/2021) Influencer marketing, communication and credibility: an empirical analysis. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 33. [Master's Degree Thesis]

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Abstract/Index

Social media influencer. Hypotheses. The effect of the influencer type. Compared to macro-influencers, micro influencers will score higher on perceived credibility. The moderating role of language intensity. The type of language intensity (moderate vs. high) moderates the relationship between the type of influencer and the perceived credibility. Specifically, high (compared to moderate) language intensity enhances perceived credibility when the review is shared by a micro influencer. Moderate (compared to high) language intensity enhances perceived credibility when the review is shared by a macro influencer. Perceived credibility. The influencer’s perceived credibility will enhance user’s purchase intention. Materials and methods. Design and partecipants. Stimulus material. Measures Item scale. Perceived credibility. Purchase intention. Manipulation checks. Results. Effects of type of influencer. Effects of language intensity on credibility. Effects of credibility on purchase intention. Discussion.

References

Bibliografia: pp. 19-23.

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 metrics
Thesis Supervisor:	Costabile, Michele
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 May 2022 08:29
Last Modified:	26 May 2022 08:29
URI:	https://tesi.luiss.it/id/eprint/32500

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