Puca, Giuseppina (A.A. 2024/2025) User-generated content through competitions and giveaways: a comparative analysis across social media platforms and product sectors. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 85. [Master's Degree Thesis]

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Abstract/Index

Introduction to user-generated content. Definition and evolution of UGC. The role of social media in UGC. Competitions and giveaways as UGC drivers. Platform-specific and sector specific UGC strategies. Critical factors in UGC effectiveness. Cross-platform comparisons in UGC effectiveness. Industry-specific adaptations of UGC strategies. Long-Term impact of UGC on consumer behavior and brand loyalty. Field experiment. Introduction to research methodology. Introduction to conceptual framework. Variables of the conceptual framework. Hypotheses. Methodology.

References

Bibliografia: pp. 81-85.

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:	Integrated marketing communication
Thesis Supervisor:	Romagnoli, Stella
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	06 Nov 2025 11:26
Last Modified:	06 Nov 2025 11:26
URI:	https://tesi.luiss.it/id/eprint/43674

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