Language and conversion in the digital landscape: an experimental analysis on the impact of linguistic models in marketing strategies language and conversion in the digital landscape: an experimental analysis on the impact of linguistic models in marketing strategies
Ricciardi, Lorenzo (A.A. 2023/2024) Language and conversion in the digital landscape: an experimental analysis on the impact of linguistic models in marketing strategies language and conversion in the digital landscape: an experimental analysis on the impact of linguistic models in marketing strategies. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 130. [Master's Degree Thesis]
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Abstract/Index
Managerial needs and risks of communication. The evolution of marketing: from traditional to digital. Introduction to the managerial problem. The importance of communication in digital marketing. The digital ecosystem. When communication fails. The pandoro-gate: a breakdown of communication errors. Ferragni’s response and Balocco’s statement. Brands perception and subsequent developments. Reputational aftermath and long-term implications. Introducing artificial intelligence. AI for business process management. The current state of AI and its evolution toward autonomous reasoning. The integration of business knowledge in AI: challenges and ethical implications. Introducing martes AI and research hypotheses. AI’s business needs in the digital landscape. Real-world case: AI-driven CRM implementation. Reactance theory and consumer perspective. Research framework and hypothesis development: linguistic models’ impact on conversion. Methodology. Stimuli categorization. Analysis and results. Cold emailing and linguistic framing campaign.
References
Bibliografia: pp. 123-127. Sitografia: pp. 128-129.
| 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: | Peverini, Paolo |
| Academic Year: | 2023/2024 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 Jul 2025 09:16 |
| Last Modified: | 03 Jul 2025 09:16 |
| URI: | https://tesi.luiss.it/id/eprint/42729 |
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