Matteucci, Albachiara (A.A. 2023/2024) Consumer perceptions on the use of AI in advertising and the role of authenticity. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 62. [Master's Degree Thesis]

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Abstract/Index

Literature review. Advertising and consumer attitudes towards advertising. Artificial intelligence. AI advertising. Attitude towards AI advertising. Transparency in brand communication. Advertising authenticity and brand authenticity. Outcomes of brand authenticity. Methodology. Qualitative research. Focus group. Research setting and sampling. Data analysis. Findings. Advertising and consumer attitudes towards advertising. AI in advertising. ADV authenticity and AI. Brand authenticity and AI.

References

Bibliografia: pp. 52-57.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Advanced marketing management
Thesis Supervisor:	Mazzù, Marco Francesco
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	14 May 2025 13:43
Last Modified:	14 May 2025 13:43
URI:	https://tesi.luiss.it/id/eprint/42103

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