Migliori, Alessia (A.A. 2024/2025) The impact of AI on brand management: the TIM Sanremo 2025 case study. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 77. [Master's Degree Thesis]

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Abstract/Index

Marketing in the AI era: relevance of the theme and research problem. How marketing is changing with new technologies. Artificial intelligence in marketing: data and trends. Research problem: does AI really improve brand equity? Literature review. Brand equity in the digital age. AI in social media: opportunities and challenges for branding. Theoretical model and hypotheses. The role of AI in social media: the TIM case at Sanremo 2025. The TIM AI data lab. Evaluation, insights and future directions. Long-term vision and roadmap.

References

Bibliografia: pp. 73-77.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Brand management
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Cardamone, Ernesto
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	29 Oct 2025 11:48
Last Modified:	29 Oct 2025 11:48
URI:	https://tesi.luiss.it/id/eprint/43562

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