Manzoni, Nicola (A.A. 2022/2023) The relationship between influencer marketing and UGC: an insight into the effects of consumers’ need of social validation and openness to experience. Tesi di Laurea in Research methodology for marketing, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 90. [Master's Degree Thesis]

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Abstract/Index

Literature review. Influencers and their role on social media. Influencer marketing. Influencer-sponsored content vs. influencer-authentic content. Influencer selection phase by firms. Influencers’ unique resources. User-generated content (UGC). Differences and similarities between UGC and eWOM. User-generated content marketing. Consumers’ motivations to produce user-generated content. The relationship between UGC marketing and influencer marketing. Consumers’ social validation need. Consumers’ openness to experience. Overview of the studies and hypotheses. Methodology. Main test, sampling and stimuli. Factor analysis and reliability analysis. One-way ANOVA and regression analysis. Findings and discussions. Theoretical contributions. Managerial implications. Limitations and future research directions.

References

Bibliografia: pp. 69-74.

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:	Research methodology for marketing
Thesis Supervisor:	Lefkeli, Deniz
Thesis Co-Supervisor:	Buonomo, Antonella
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	12 Dec 2023 11:27
Last Modified:	12 Dec 2023 11:27
URI:	https://tesi.luiss.it/id/eprint/37283

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