Ciabattoni, Ginevra (A.A. 2022/2023) From eWOM to cultural eWOM: the power of TikTok communities on purchase intention. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 97. [Master's Degree Thesis]

PDF (Full text) Restricted to Registered users only Download (1MB) | Request a copy

Abstract/Index

Social media and some data: the rapid growth of TikTok. Communities and the community feeling. TikTok community strength: eWOM, virality and trend setting. #Tiktokmademebuyit and the relevant impact on consumers for brands. Covid-19 impact on the books market, technology and museums environment: the book market change during and after the Covid-19. AI development and museums environment during and after Covid-19. Booktok initiative and the impact on users of TikTok art community initiatives. What is WOM and eWOM. WOM actors. Trust in eWOM. How emotions are linked to our daily form of expression. Do the modality of expression shape what they express? Differences between the writing and oral form. Actualization of social eWOM and the hybrid communication reality of TikTok video reviews. Effect of WOM on purchase intention: experiential vs material purchases. Sample and survey structure. Methodology.

References

Bibliografia: pp. 76-80.

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:	16 Jan 2024 08:16
Last Modified:	16 Jan 2024 08:16
URI:	https://tesi.luiss.it/id/eprint/37540

Downloads

Repository Staff Only

View Item