Barchesi, Justine (A.A. 2024/2025) Product type and perceived authenticity in influencer marketing campaigns. Tesi di Laurea in Performance marketing, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 73. [Master's Degree Thesis]

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Abstract/Index

Literature review influencer marketing and perceived authenticity. The rise of influencer marketing: definition, evolution, and strategic importance. Perceived authenticity: a cornerstone of influencer marketing success. Key factors influencing perceived authenticity in influencers. Utilitarian vs. Hedonic products: impact on authenticity and influencer communication strategies. Spontaneous content and challenges for companies. Everyday influence: how real life becomes viral. Risks for brands: when influencers’ spontaneous content conflicts with corporate values. Successful examples of authentic influencers. Examples of misalignment between influencers' actions and corporate values. Experimental research.

References

Bibliografia: pp. 68-72. Sitografia: p. 73.

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:	Performance marketing
Thesis Supervisor:	Cardamone, Ernesto
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Sep 2025 15:48
Last Modified:	25 Sep 2025 15:48
URI:	https://tesi.luiss.it/id/eprint/43328

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