Quacivi, Eleonora (A.A. 2023/2024) Beyond reality: an empirical study on virtual influencers and their impact on consumer trust. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 97. [Master's Degree Thesis]

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Abstract/Index

Analysis of the phenomenon and managerial impact. Importance of technology and social media in today's landscape. The role of artificial intelligence inside the digital world. Exploring the dynamics of influencer marketing. Limits of influencer marketing and managerial considerations. The diffusion of virtual influencers. Analysis inside the digital world: examining two virtual influencers. The future of virtual influencers and the role of consumer trust. Practical relevance of the phenomenon from a managerial point of view. Literature review. Impact of digitalisation on consumer decision journey. The evolution of consumer needs. The role of electronic word of mouth within social media. Anthropomorphism in virtual influencers: origin disclosure effects. Role of Instagram. Emotional attachment and consumer trust. Different type of post (organic vs sponsored). Literature gap. Hypothesis and conceptual model. Research methodology and results. The objective and variables of the study. Stimuli. Main study: questionnaire structure and measurement scales. Main study: demographics of participants. Analysis and results.

References

Bibliografia: pp. 63-69.

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:	Digital marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	19 Dec 2024 09:15
Last Modified:	19 Dec 2024 09:15
URI:	https://tesi.luiss.it/id/eprint/40692

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