MarTech usage to improve the online customer experience for products with innovative sustainable fibers in the luxury fashion industry
Santoro, Susanna (A.A. 2022/2023) MarTech usage to improve the online customer experience for products with innovative sustainable fibers in the luxury fashion industry. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 106. [Master's Degree Thesis]
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Abstract/Index
Luxury & sustainability data. Problem: discrepancy between intention and behavior. Choice between online channels vs physical shops: a different results. Innovative sustainable fibers in luxury industry. MarTech as an approach to improve the digital customer experience. Literature review and research gap. Role of sustainability in the luxury industry. Physical and online channels in luxury industry. Existing literature on MarTech. Identification of research gap in previous literature. The research. Research question and conceptual model. Method. Pre-test. Main study. Discussion.
References
Bibliografia: pp. 64-67. Sitografia: pp. 68-71.
| 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 metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 10 Jan 2024 14:02 |
| Last Modified: | 10 Jan 2024 14:02 |
| URI: | https://tesi.luiss.it/id/eprint/37465 |
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