Abatour, Naima (A.A. 2023/2024) Carbon emissions in marketing activities: developing a tailor-made calculator for proactive assessment of advertising emissions. Tesi di Laurea in Business and marketing analytics, Luiss Guido Carli, relatore Luca Romeo, pp. 68. [Master's Degree Thesis]

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Abstract/Index

Phenomenon, managerial relevance, and problem. Environmental necessity. The legal necessity. The business necessity. Available tools to account for GHG emissions. Current research about GHG calculators. Research gap. Theory and framework. Literature review. Methodologies of GHG calculators. GHG calculators and online advertising. GHG calculators and social media. Incorporating green marketing as a potential solution. Assessing carbon emissions across marketing activities. GHG emissions of advertising tools. A tailored carbon emissions calculators on advertising. Approaches to measuring GHG emissions. Scope and boundaries of the GHG calculator. Coding methodology. User guide for advertising GHG calculator. Preliminary validation of the ghg calculator. Methodology. Hypothetical marketing campaign data.

References

Bibliografia: pp. 59-65.

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:	Business and marketing analytics
Thesis Supervisor:	Romeo, Luca
Thesis Co-Supervisor:	Paolanti, Marina
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	28 Jan 2025 16:01
Last Modified:	28 Jan 2025 16:01
URI:	https://tesi.luiss.it/id/eprint/41063

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