Navigating the influence: a study on brand activism campaigns and the perceived authenticity of the promoters of the campaign
De Palma, Roberto (A.A. 2023/2024) Navigating the influence: a study on brand activism campaigns and the perceived authenticity of the promoters of the campaign. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 50. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Topic overview. Brand activism. Virtual influencers. Literature review. Identification of research gap and question. Teorethical framework. Hypothesis 1: consumer perception of social media brand activism campaigns when Made by the brand itself, a human ambassador or a virtual one. Hypothesis 2: the mediating role of perceived authenticity. Methodology and analysis. Pre-test: data collection and analysis.. Main test.
References
Bibliografia: pp. 31-35.
| 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: | Consumer behavior |
| Thesis Supervisor: | Romani, Simona |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 30 Jan 2025 16:59 |
| Last Modified: | 30 Jan 2025 16:59 |
| URI: | https://tesi.luiss.it/id/eprint/41178 |
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