Lombardi, Francesca (A.A. 2021/2022) Brand activism and social purpose: user response towards self confidence, inclusion and body positivity messages launched by companies in their communication strategies. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 154. [Master's Degree Thesis]

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Abstract/Index

Brand activism: origin and evolution. CSR: the concept from a historical perspective. Limits to the diffusion of CSR. The evolution in the role of consumers. Brand functions and values. Brand activism. Best practice of brand activism. The power of inclusivity, self-confidence and body positivity. Self-confidence, inclusion and body positivity concepts in brand activism. Business cases. The value network: a tool for competitive strategy. The new digital professions and the role of influencers. Monitoring a successful campaign. Analysis and methodology. Research question. Semiotic analysis of commercials. Content analysis using NVivo. Discussioin of results.

References

Bibliografia: pp. 118-133. Sitografia: p. 134.

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:	Language in advertising
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2021/2022
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	22 Nov 2022 15:48
Last Modified:	22 Nov 2022 15:48
URI:	https://tesi.luiss.it/id/eprint/34032

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