Cescon, Ilaria (A.A. 2023/2024) Unleashing the social media buzz: exploring word of mouth and digital marketing strategies in event tourism. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 82. [Master's Degree Thesis]

PDF (Full text) Restricted to Registered users only Download (14MB) | Request a copy

Abstract/Index

Word of mouth as a social phenomenon and its relevance for companies. Introduction to buzz marketing strategies. Social media landscape. Events industry overlook. Event tourism industry overlook. Case studies in event tourism. Literature review. The behavioral drivers of word of mouth. The psychological drivers of word of mouth. Social media tool for event industry. Social media tool for tourism industry. Event tourism. Unconventional marketing. The importance of source and message credibility and trustworthiness. The importance of sponsorship disclosure for consumers. Identifying research gaps in the existing literature. Statement of research questions and conceptual framework. Research methodology and procedure. Main study.

References

Bibliografia. pp. 65-74.

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:	Digital marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	15 May 2025 13:31
Last Modified:	15 May 2025 13:31
URI:	https://tesi.luiss.it/id/eprint/42144

Downloads

Repository Staff Only

View Item