Annunziata, Federica (A.A. 2022/2023) AI vs human: the effects of influencer type and product type on perceived source credibility and purchase intention. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 120. [Master's Degree Thesis]

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Abstract/Index

Phenomenon, practical relevance, managerial problem: influencer marketing & AI influencers. The phenomenon of influencers on social media: how and why it became relevant. Why managers should all consider working with influencers: advantages and advice for brands. AI meets influencer marketing: the new challenge for managers. AI influencers vs human influencers: what managers should know. The future of AI influencers: what managers can expect. Literature review: influencer type, anthropomorphism & perceived credibility. Types of AI influencers: non-human vs human-like. Role of AI influencers’ anthropomorphism on consumers’ perceptions. Perceived credibility of Influencers and purchase intention. Literature gap, research question and hypotheses. Research contributions. The effects of influencer type and product type on perceived source credibility and purchase intention. Research method: design, stimuli and procedure. Pre-test: analysis and results. Main study: participants.

References

Bibliografia e sitografia: pp. 49-59.

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:	Web analytics e marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Jan 2024 15:31
Last Modified:	15 Jan 2024 15:31
URI:	https://tesi.luiss.it/id/eprint/37539

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