The effect of information context on ad engagement: an experimental analysis of search behaviour and user response

Setola, Marcella (A.A. 2024/2025) The effect of information context on ad engagement: an experimental analysis of search behaviour and user response. Tesi di Laurea in Performance marketing, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 76. [Master's Degree Thesis]

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Abstract/Index

The transformation of marketing through AI and machine learning. The role of AI in Customer relationship management (CRM). Advancements in e-commerce personalization and predictive analytics. Generative AI and reinforcement learning. The demand for personalization in AI-driven consumer experiences. LLMs and programmatic advertising: a paradigm shift. Algorithmic microtargeting. User control over personalization. Research approach and data study design. Methodology. Results. Mediation analysis.

References

Bibliografia: pp. 69-76.

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: De Mauro, Andrea
Academic Year: 2024/2025
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 26 Feb 2026 11:43
Last Modified: 26 Feb 2026 11:43
URI: https://tesi.luiss.it/id/eprint/44979

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