Chubatiuk, Anna (A.A. 2023/2024) Talking with the stars: exploring public perceptions of celebrity AI chatbots. Tesi di Laurea in Research methodology for marketing, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 89. [Master's Degree Thesis]

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Abstract/Index

Introduction to AI in the digital age. The role and evolution of AI in marketing and customer engagement. Literature review. Chatbots. Customer service agents. Influencers. Virtual influencers. Virtual celebrity chatbots. Preliminary feedback from users. Celebrity endorsement and its importance. Customer perception of celebrity endorsement. Risks and rewards of celebrity endorsements. Methodology. Research design. Data collection procedure. Pilot study. Results and discussions.

References

Bibliografia: pp. 61-72

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 for 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 14:43
Last Modified:	28 Jan 2025 14:43
URI:	https://tesi.luiss.it/id/eprint/41052

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