Consumer responses to cartoonized celebrity endorsement: a study about the impact on perceived playfulness and user engagement

Buono, Martina (A.A. 2022/2023) Consumer responses to cartoonized celebrity endorsement: a study about the impact on perceived playfulness and user engagement. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Stefania Farace, pp. 80. [Master's Degree Thesis]

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Abstract/Index

Literature review and hypotheses development. The phenomenon of cartoonization. The effect of cartoonized celebrity endorsers on engagement. The mediating role of perceived playfulness on user engagement. The moderating role of the type of celebrity endorsers. Methodology. Main test. Discussion.

References

Bibliografia: pp. 22-23. Sitografia: p. 24.

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: Consumer behavior
Thesis Supervisor: Farace, Stefania
Thesis Co-Supervisor: Lefkeli, Deniz
Academic Year: 2022/2023
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 25 Jan 2024 15:52
Last Modified: 25 Jan 2024 15:52
URI: https://tesi.luiss.it/id/eprint/37751

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