Viral terror: how buzz marketing transforms horror films into cultural phenomena
Citro, Alessia (A.A. 2024/2025) Viral terror: how buzz marketing transforms horror films into cultural phenomena. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Stella Romagnoli, pp. 106. [Master's Degree Thesis]
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Abstract/Index
Literature review. Buzz marketing and its role in the film industry. Why horror works: history, emotion, and audience engagement. Analysis of buzz marketing campaigns in the horror film industry. Gaps in existing literature. Research methodology. Overview of the research design. Qualitative phase: case study analysis. Experimental phase: concept and objectives. Results and discussion. Structure of the quantitative analysis. Descriptive statistics. Correlation analysis. Multiple regression analysis. Conclusions of the quantitative analysis.
References
Bibliografia: pp. 91-101.
| 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: | Marketing communication & new media |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 Nov 2025 13:13 |
| Last Modified: | 06 Nov 2025 13:13 |
| URI: | https://tesi.luiss.it/id/eprint/43678 |
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