The impact of femvertising on consumer behaviors in the luxury industry: an examination of the ways in which femvertising focus on exterior beauty in social media influences intention to buy in the luxury sector through consumer self-brand connections
Marra, Beatrice (A.A. 2022/2023) The impact of femvertising on consumer behaviors in the luxury industry: an examination of the ways in which femvertising focus on exterior beauty in social media influences intention to buy in the luxury sector through consumer self-brand connections. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Antonella Buonomo, pp. 88. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Relevance of topic. Stereotypical beauty and brand authenticity. Femvertising definition. Femvertising in social media and luxury context. Diversity and inclusion in luxury sector. Gap & research question. Literature review. From the concept of exterior beauty to that of self-evaluation in social media. Social comparison theory. Conceptual framework & hypotheses. Methodology and data analysis. Sample and data collection. Procedure. Measurements. Data analysis. Hypotheses test. Simple mediation model.
References
Bibliografia: pp. 47-51. Sitografia: p. 52.
| 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: | Product & brand management |
| Thesis Supervisor: | Buonomo, Antonella |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Dec 2023 13:37 |
| Last Modified: | 12 Dec 2023 13:37 |
| URI: | https://tesi.luiss.it/id/eprint/37291 |
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