Digitalization matters: make room for the newcomers virtual influencer

Signati, Alessandra Maria (A.A. 2021/2022) Digitalization matters: make room for the newcomers virtual influencer. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 112. [Master's Degree Thesis]

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Yestarday to today: who are the new stars? The new hyper-connected world. The evolution of big data across sectors and AI. Today's communication tool. The (old) social stars. Celebrity 2.0: the rise of the new virtual stars. Where the physical and digital worlds meet. Literature review. Social experiments that will rule the future. A temporary phenomenon. An open-ended question mark. Ambiguities related to rhese new characters. Methodology. Research problems. Research method: in-dept interview. Research design. Results obtained. Interview with CGI influencers. Results discussion. Managerial implication. Lçimitations and future research.


Bibliografia: pp. 85-94. Sitografia: p. 95.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Advanced marketing management
Thesis Supervisor: Mazzù, Marco Francesco
Thesis Co-Supervisor: Donato, Carmela
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 15 Nov 2022 13:18
Last Modified: 15 Nov 2022 13:19


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