Unpacking the power of micro-influencers: a study on the influence of size, credibility, and discount codes on the attitude towards the brand, the intention to generate WOM, and the attitude towards influencer advertising
Grollo, Marianna (A.A. 2021/2022) Unpacking the power of micro-influencers: a study on the influence of size, credibility, and discount codes on the attitude towards the brand, the intention to generate WOM, and the attitude towards influencer advertising. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 100. [Master's Degree Thesis]
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Abstract/Index
Literature review. Influencer marketing. Influencer credibility. Influencer marketing and discount codes. Attitude toward the brand. Intention to generate WOM. Attitude toward influencer advertising. Hypothesis development and conceptual model. Influencer size and the attitude towards the brand, the intention to generate WOM, and the attitude towards influencer advertising. Influencers, perceived credibility, attitude towards the brand, the intent to generate WOM, and the attitude towards influencer advertising. Influencers, perceived credibility, and discount codes. Methodology. Research and design stimuli. Survey structure and measures. Participants.
References
Bibliografia: pp. 52-69.
| 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 plan & markstrat simulation |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2021/2022 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Sep 2023 10:02 |
| Last Modified: | 14 Sep 2023 10:02 |
| URI: | https://tesi.luiss.it/id/eprint/36449 |
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