Paws and promotions: examining the role of human-like attire in pet influencer marketing on consumer behavior
Tretiakova, Elizaveta (A.A. 2022/2023) Paws and promotions: examining the role of human-like attire in pet influencer marketing on consumer behavior. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 59. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Approach for literature review. Pet influencers in social media marketing. Pet anthropomorphism and human-like attributes. Source credibility model: perceived trustworthiness and perceived expertise. The concept of purchase intention. Conceptual framework. Methodology. Results. Discussion.
References
Bibliografia: pp. 45-50.
| 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: | Neuromarketing |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 24 Jun 2024 09:43 |
| Last Modified: | 24 Jun 2024 09:43 |
| URI: | https://tesi.luiss.it/id/eprint/39018 |
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