Gallozzi, Sofia (A.A. 2022/2023) The role of marketing in shaping smart object anthropomorphism in pop culture: the case of Amazon Alexa. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 97. [Master's Degree Thesis]

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Abstract/Index

Internet of things and smart objects. IoT environment and smart objects. Smart objects characteristics and potential growth. IoT and smart objects: areas of applications. Resistance and adoption of smart objects. Smart objects anthropomorphism. Consumer-object relationships and the role of voice assistants. The nature of smart objects roles in consumer’s everyday life. Assemblage theory. The category of voice assistants. The role of advertising. Case study: Amazon Alexa. Methodology and approaches to narrativity. Research question. Case study: Amazon Alexa commercials. Content analysis: coding and implications.

References

Bibliografia: pp. 67-75.

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:	Language in advertising
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	20 Jun 2024 16:23
Last Modified:	20 Jun 2024 16:23
URI:	https://tesi.luiss.it/id/eprint/39011

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