Viral marketing: how emotions drive content sharing
Rossi, Valeria (A.A. 2022/2023) Viral marketing: how emotions drive content sharing. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 33. [Bachelor's Degree Thesis]
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Abstract/Index
Literature review. Viral marketing definition. Viral content characteristics. Emotions as driver for viral content. Case studies. DOVE-real beauty sketches (surprise). Burger King, Moldy Whopper (disgust). Patagonia, facing extinction (anger). Coca-Cola, share a Coke, share a feeling (joy). Volkswagen, eyes on the road (fear). Metlife, my dad is a liar (sadness).
References
Bibliografia e sitografia: pp. 29-33.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Mar 2024 13:17 |
| Last Modified: | 25 Mar 2024 13:17 |
| URI: | https://tesi.luiss.it/id/eprint/38297 |
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