Ferrone, Valentina (A.A. 2024/2025) Brand scandals in the scroll era: the role of authenticity and social media amplification in shaping customer attitudes. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 102. [Master's Degree Thesis]

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Abstract/Index

Brand scandals unveiled: triggers, reactions and consequences. Brand scandal. Crisis management. Crisis communication. The impact of social media on crisis communication. Luxury vs. Mass market. Case studies. Theoretical approaches to brand scandals: customer reactions, digital amplification and brand typologies. Theoretical frameworks. Review of relevant literature. Identification of research gap. Research question & hypothesis. Conceptual model. Research contribution. The effect of social media amplification of scandals on customer attitudes. Research design and methodology. Data analysis. Results.

References

Bibliografia e sitografia: pp. 86-95.

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:	D'Aniello, Alba
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	23 Sep 2025 10:40
Last Modified:	23 Sep 2025 10:40
URI:	https://tesi.luiss.it/id/eprint/43254

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