Leveraging user-generated content for effective market entry: a study of international expansion strategies
Eriksen, Erik André (A.A. 2022/2023) Leveraging user-generated content for effective market entry: a study of international expansion strategies. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 57. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. User-generated content and its effects. Incentivizing UGC. User-motivation for sharing UGC. Cultural differences in UGC. Methodology. Phenomenological research design. Data gathering. Sample. Thematic analysis. Reliability and validity. Results. Attitudes towards sharing content. Exotic is exciting. Authentic brand exposure. Discussion. Attitudes towards sharing content. Exotic is exciting. Authentic brand exposure.
References
Bibliografia: pp. 41-44.
| 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: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 19 Dec 2023 09:42 |
| Last Modified: | 19 Dec 2023 09:42 |
| URI: | https://tesi.luiss.it/id/eprint/37345 |
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