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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