Paglialunga, Giorgia (A.A. 2022/2023) Brand activism in the context of the much-debated 2022 world cup in Qatar: a study on the participating brands' campaigns and the consequent reactions of online users. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Paolo Peverini, pp. 91. [Master's Degree Thesis]

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Abstract/Index

Brand activism: origin and evolution. Brand activism in the context of 2022 world cup in Qatar. How to exploit mega events. The much-debated world cup 2022 in Qatar and the role of FIFA. The dilemma: boycott or not boycott Qatar? Worldwide reaction. The study. Methodology. Semiotic analysis of “the great swap” spot. Qualitative analysis through NVivo.

References

Bibliografia: pp. 73-75. Sitografia: pp. 76-78.

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:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	16 Jan 2024 16:51
Last Modified:	16 Jan 2024 16:51
URI:	https://tesi.luiss.it/id/eprint/37604

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