The difference between TikTok and Instagram influencers: a quantitative study on their impact on purchase intention of luxury products among Generation Z
Bullone, Nicoletta (A.A. 2022/2023) The difference between TikTok and Instagram influencers: a quantitative study on their impact on purchase intention of luxury products among Generation Z. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 104. [Master's Degree Thesis]
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Abstract/Index
Theoretical background. Generation Z consumers. Influencer marketing. The mediating role of perceived quality of luxury products. Consumers previous experience for luxury products. Methodologies. Conceptual framework and research question. Research design and stimuli. Survey structure and measurement. Sample and data collection. Scales reliability. Measurement of variables.
References
Bibliografia: pp. 52-58.
| 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: | Marketing plan & markstrat simulation |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 20 Jun 2024 15:42 |
| Last Modified: | 20 Jun 2024 15:42 |
| URI: | https://tesi.luiss.it/id/eprint/39003 |
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