Sales, Benedetta (A.A. 2024/2025) Digital advocacy for sustainable fashion: the power of influencers in shaping Gen Z consumer behavior and brand trust. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 94. [Master's Degree Thesis]

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Abstract/Index

Introduction to influencer marketing. Historical context. The role of influencer marketing. Evolution of influencer marketing over time. Case studies: defining moments in influencer marketing. Types of influencers and their market influence. Authenticity vs popularity: measuring influence effectively. The role of influencers in promoting sustainability. The rise of ethical and sustainable influencers. The fashion industry: sustainability challenges. Gen z consumers: values and digital engagement. The role of influencers in sustainability communication. Field experiment. Introduction to conceptual framework and hypotheses.

References

Bibliografia: pp. 85-93.

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 11:34
Last Modified:	06 Nov 2025 11:34
URI:	https://tesi.luiss.it/id/eprint/43675

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