Artificial intelligence and consumer-generated content: exploring the role of AI in shaping brand values and perceived authenticity
Puddu, Dalila (A.A. 2023/2024) Artificial intelligence and consumer-generated content: exploring the role of AI in shaping brand values and perceived authenticity. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 188. [Master's Degree Thesis]
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Abstract/Index
User generated content: a comprehensive overview. What is user generated content. The evolution of UGC over time. UGC and marketing. UGC through the lens of semiotic. Current and future landscape for UGC. Generative AI: the impact on UGC. Artificial intelligence: definition and overview. Application of AI in marketing: why is it becoming so important? Understanding user generated content (UGC) and AI generated content (AIGC). Analysis and Methodology. Selection of the corpus. Diachronic analysis–Nike Genealogy. Synchronic analysis–competitors. Analysis of the brand-generated commercial. Analysis of the AI user-generated commercial. Semiotic square. Media comparison: superficial level. AI as a semiotic actor in the enunciation process.
References
Bibliografia: pp. 177-185. Sitografia: pp. 186-188.
| 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: | Language in advertising |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Romagnoli, Stella |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 May 2025 08:30 |
| Last Modified: | 06 May 2025 08:30 |
| URI: | https://tesi.luiss.it/id/eprint/41942 |
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