Riding the news wave: a study on the effects of newsjacking on consumers’ evaluations
Dell'Osa, Lorenza (A.A. 2023/2024) Riding the news wave: a study on the effects of newsjacking on consumers’ evaluations. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 107. [Master's Degree Thesis]
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Abstract/Index
Marketing communication methods and effects on the brand. Effects of marketing communication on the brand. Offline marketing communication methods. Online marketing communication methods. Customer empowerment. Paving the way for innovative communication methods. Innovative forms of marketing communication. Native advertising. Influencer and content-creators marketing. Newsjacking. Real cases of newsjacking: learning from successful and unsuccessful campaigns. Successful examples of newsjacking. Unsuccessful examples of newsjacking. Experimental research. Theorethical background.
References
Bibliografia: pp. 92-99. Sitografia: pp. 100-102.
| 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: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Donato, Carmela |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 07 Jan 2025 17:52 |
| Last Modified: | 07 Jan 2025 17:52 |
| URI: | https://tesi.luiss.it/id/eprint/40783 |
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