Authenticity in virtual influencer marketing: how human-like and cartoon-like personas affect purchase intention in product and service contexts
Ambrosio, Federica (A.A. 2023/2024) Authenticity in virtual influencer marketing: how human-like and cartoon-like personas affect purchase intention in product and service contexts. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 112. [Master's Degree Thesis]
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Abstract/Index
From digital marketing to virtual influencer marketing. A foundation of current trends: digital marketing. The relevance of influencer marketing. The emergence of a new channel: the metaverse. The rise of virtual influencer marketing. Exploring the spectrum of virtual influencers case studies. Human-like virtual influencers. Cartoon-like virtual influencers. The study. Research question and hypothesis. Methodology. Analysis and results. Theoretical contributions and managerial implications. Limitations and future directions.
References
Bibliografia: pp. 81-97.
| 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: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 Jun 2025 13:00 |
| Last Modified: | 03 Jun 2025 13:00 |
| URI: | https://tesi.luiss.it/id/eprint/42248 |
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