Honesty in marketing: the impact of honesty on social media engagement across generations
Lunde, Bendik Sætre (A.A. 2023/2024) Honesty in marketing: the impact of honesty on social media engagement across generations. Tesi di Laurea in Research methodology-marketing, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 37. [Master's Degree Thesis]
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Abstract/Index
Theoretical development. Honesty. Social media. Warmth and competence. Generation Z. Theoretical model. Method. Pilot-study. Main study. Results. Main effect. Media-on effect. Moderation effect. Honest vs. Regular post. Gen Z vs. Gen Y. Discussion.
References
Bibliografia: pp. 24-26.
| 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: | Research methodology-marketing |
| Thesis Supervisor: | Lefkeli, Deniz |
| Thesis Co-Supervisor: | Villarroel Ordenes, Francisco Javier |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 28 Jan 2025 14:20 |
| Last Modified: | 28 Jan 2025 14:20 |
| URI: | https://tesi.luiss.it/id/eprint/41049 |
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