Connecting with generation Z via TikTok: how brands can successfully seize this opportunity
Squarcia, Caterina (A.A. 2021/2022) Connecting with generation Z via TikTok: how brands can successfully seize this opportunity. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 38. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Advertising dynamics with generation Z. The role of authenticity for the newest generations. Coping with a heightened advertising avoidance. Native advertising. TikTok as an untapped opportunity. TikTok basics. Investing in TikTok marketing. Successful and unsuccessful case studies. Empirical study. Research gap. Hypothesis and conceptual model. Research methodology. Pre-test. Main study. Discussion.
References
Bibliografia: pp. 21-23.
| 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: | Mazzù, Marco Francesco |
| Academic Year: | 2021/2022 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 23 Mar 2023 14:16 |
| Last Modified: | 23 Mar 2023 14:16 |
| URI: | https://tesi.luiss.it/id/eprint/35428 |
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