This is a pets’ world: how the type of pet influencer can shape followers’ behavioural responses

Napolitano, Alice (A.A. 2022/2023) This is a pets’ world: how the type of pet influencer can shape followers’ behavioural responses. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 69. [Master's Degree Thesis]

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Abstract/Index

Literature review. Influencer marketing and pet influencers. Effectiveness of influencer marketing. Influencer engagement. Consumers’ reactions to agents’ human-like appearance. The role of perceived anthropomorphism and similarity. Methodology and procedure. Pretest. Main study.

References

Bibliografia: pp. 30-37.

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: 2022/2023
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 12 Dec 2023 11:36
Last Modified: 12 Dec 2023 11:36
URI: https://tesi.luiss.it/id/eprint/37285

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