Clicktivism vs activism: exploring the role of self-monitoring and perceived value of click in consumer intentions toward offline activism
Senatore, Caterina (A.A. 2022/2023) Clicktivism vs activism: exploring the role of self-monitoring and perceived value of click in consumer intentions toward offline activism. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 80. [Master's Degree Thesis]
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Abstract/Index
Literature review. Brand activism. The "consumer activist". Clicktivism vs. activism. Theoretical developments. The effect of clicktivism on consumer offline behavior. Perceived value of click as a mediator between clicktivism and offline activism behavior. Self-monitoring as a boundary condition. Conceptual framework. Methodology. Participants. Design, procedure and reliability of the scales. Results. One-way ANOVA: the main effect of clicktivism on willingness to engage in offline activism. Regression analysis with SPSS process model 4 by Hayes (2017). One-way ANOVA: the effect of clicktivism on mediator perceived value of click. Regression analysis with SPSS process model 7 by Hayes (2017): the moderating effect of self-monitoring. Correlations. Discussion.
References
Bibliografia: pp. 39-53.
| 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: | Lefkeli, Deniz |
| Thesis Co-Supervisor: | Buonomo, Antonella |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 19 Dec 2023 15:57 |
| Last Modified: | 19 Dec 2023 15:57 |
| URI: | https://tesi.luiss.it/id/eprint/37374 |
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