Timpano, Dante Bruno Raffaele (A.A. 2022/2023) A study exploring the effectiveness of user-generated content and influencer: partnerships in driving growth for DTC e-commerce brands (case of Glossier brand). Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 32. [Bachelor's Degree Thesis]

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Abstract/Index

Background. Introducing Glossier, the D2C brand. Problem statement. Objectives. Research questions. Significance of the study. Direct-to-consumer (DTC) brands. Direct-to-consumer brands and social media. Overview of user-generated content and influencer partnerships in DTC e-commerce. The impact of user-generated content on DTC e-commerce growth. UGC and consumer behaviour. Customer trust. The impact of influencer partnerships on DTC e-commerce growth. The synergy among consumer-generated content cloth and influencer partnerships. Consumer engagement theory. Methodology. Analysis of glossier case study. Analysis of findings and discussion. Impact of UGC and influencer partnerships on growth and achievement of DTC e-commerce brands. Factors contributing to the effectiveness of UGC and influencer partnerships. Role of social media in the success of UGC and influencer partnerships.

References

Bibliografia: pp. 29-32.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Marketing
Thesis Supervisor:	Devetag, Maria Giovanna
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Oct 2023 10:30
Last Modified:	26 Oct 2023 10:30
URI:	https://tesi.luiss.it/id/eprint/36743

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