How is the application of the social media strategies impacting on the brand awareness? A multiple cases study approach to the luxury cosmetics industry
Mazza, Nicole (A.A. 2021/2022) How is the application of the social media strategies impacting on the brand awareness? A multiple cases study approach to the luxury cosmetics industry. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 104. [Master's Degree Thesis]
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Abstract/Index
Concept of branding. Concept of digital branding. Digital marketing and channels. Strategies to create brand awareness through digital branding. Role of the online experiential marketing: focus on the luxury cosmetics industry. Luxury cosmetics industry. Digital branding in luxury cosmetics industry. Digital brand strategies in the luxury beauty industry. Successful case studies of luxury cosmetics brands and digital world. Critical elements for successful branding. Strategic framework. Luxury beauty brands analysis and social media strategy. Research analysis. Research method. Multiple case study methodology. Data collection methodology. Survey instrument and structure. Data analysis and findings.
References
Bibliografia: pp. 85-89. Sitografia: pp. 90-91.
| 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: | D'Ambrosio, Daniele |
| Academic Year: | 2021/2022 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Sep 2023 14:38 |
| Last Modified: | 14 Sep 2023 14:44 |
| URI: | https://tesi.luiss.it/id/eprint/36476 |
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