The impact of native advertising on consumers’ willingness to purchase
Bernardini, Giorgia (A.A. 2020/2021) The impact of native advertising on consumers’ willingness to purchase. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 145. [Master's Degree Thesis]
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Abstract/Index
Managerial relevance of the phenomenon and problems. The phenomenon. Why to choose this topic? Research question. Relevance of the phenomenon. General relevance. Academic relevance. Managerial justification. Relevance for the organization and business companies. Main problems and challenges. Ethical relevance. Managerial implications. Originality and value of the phenomenon. Managerial relevance of the phenomenon and problems. Why invest in native advertising? Benefits of native advertising. Challenges. Goals. Literature review. Overview of the topic. Methodology. Population and sample. Data collection method. Validity of the study. Nike case study. Analysis.
References
Bibliografia: pp. 89-112.
| 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: | Tedeschi, Piermario |
| Academic Year: | 2020/2021 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Aug 2022 14:43 |
| Last Modified: | 23 Aug 2022 14:43 |
| URI: | https://tesi.luiss.it/id/eprint/33006 |
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