Influencer marketing: the liability between influencer and enterprise
Giuliano, Francesca (A.A. 2024/2025) Influencer marketing: the liability between influencer and enterprise. Tesi di Laurea in Legal issues in marketing, Luiss Guido Carli, relatore Mirella Pellegrini, pp. 91. [Master's Degree Thesis]
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Abstract/Index
Influencer marketing. Definition and evolution of influencer marketing. Classification of influencers and follower segmentation. The influence as a personal brand: from individual to business. Business models and monetization strategies. Legal foundations of influence contracts. Types of contracts between influencers and enterprises. Pre-contractual, contractual and extra-contractual liability. Transparency obligations and regulation against hidden advertising. Regulatory frameworks and authority guidelines (AGCM, FTC, DSA). The influencer as a brand and co-branding partner. The concept of personal branding and its functions. The evolution from person to brand: the influencer as a communicative and economic resource. The dynamics of co-branding between influencers and companies. Content formats and genres for building influence brands in collaborations. Consumer perceptions and attribution of responsibility.
References
Bibliografia: pp. 88-89. Sitografia: pp. 90-91.
| 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: | Legal issues in marketing |
| Thesis Supervisor: | Pellegrini, Mirella |
| Thesis Co-Supervisor: | Giannaccari, Andrea |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 Mar 2026 10:47 |
| Last Modified: | 03 Mar 2026 10:47 |
| URI: | https://tesi.luiss.it/id/eprint/45044 |
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