Lee, Cecilie (A.A. 2022/2023) Does an influencer's past disclosure mistake affect the trustworthiness and purchase intention: an empirical investigation. Tesi di Laurea in Understanding the consumer, Luiss Guido Carli, relatore Matteo De Angelis, pp. 91. [Master's Degree Thesis]

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Abstract/Index

Phenomenon. Marketing communication. Integrated marketing communication. Digital marketing. Influencer marketing. Advertisement by influencers. Practical relevance. Managerial problem. Literature review and hypothesis development. Digitalized customer journey in social media. Instagram. Why follow and listen to influencers. Disclosure mistakes. importance of the transparency and honesty. Trustworthiness and purchase intention. Gap in research. Hypothesis. Research methodology. Variables of the study. Scale and measurement. Sample and data collection. Context and conditions. Survey structure. Manipulation and stimuli. Data pre-processing. Preliminary analysis. Hypothesis testing.

References

Bibliografia: pp. 46-56.

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:	Understanding the consumer
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	23 Jan 2024 11:38
Last Modified:	23 Jan 2024 11:38
URI:	https://tesi.luiss.it/id/eprint/37658

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