A preliminary study on how brands can communicate in the metaverse

Mele, Paolo (A.A. 2021/2022) A preliminary study on how brands can communicate in the metaverse. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Stella Romagnoli, pp. 78. [Master's Degree Thesis]

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What is the metaverse and its characteristics. The evolution of the virtual world from the 1970s to the present day. Marketing in the metaverse and virtual reality. Interviews about communication and metaverse. The relationship between consumers and brands. What kind of communication activities can a brand do in the metaverse? Communication in the real/digital world. Communication in the gaming industry and gamification. Literature gap, research question, and hypothesis. Methodology. Analysis of results. Mediation analysis.


Bibliografia: pp. 62-67.

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: Romagnoli, Stella
Thesis Co-Supervisor: Giorgino, Francesco
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 01 Dec 2022 16:02
Last Modified: 01 Dec 2022 16:02
URI: https://tesi.luiss.it/id/eprint/34216


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