Nicoli, Camilla (A.A. 2024/2025) From storytelling to storydoing: the impact of social media platforms and content formats on the perceived authenticity of brand activism. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 103. [Master's Degree Thesis]

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Abstract/Index

Theoretical background: brand storytelling, activism and authenticity in the age of social media. From modern to postmodern marketing: a theoretical transition. The role of brand storytelling in contemporary marketing. Brand activism: definition, objectives and risks. The role of perceived authenticity in brand communication. Generation Z and the evolution of consumer behaviour. The influence of social platforms on message reception and interpretation. From theory to practice: corporate examples of brand activism. Literature review and conceptual model: social media platforms, post formats and perceived authenticity. The influence of social media platforms on authenticity perception. The role of content format as a moderator. Dimensions and measurement of brand authenticity. Hypotheses summary and visual conceptual model. A practical case: Dove’s activism campaigns. Methodology and findings: an experimental study on Gen.

References

Bibliografia: pp. 70-83.

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 metrics
Thesis Supervisor:	Costabile, Michele
Thesis Co-Supervisor:	Giorgino, Francesco
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Mar 2026 16:42
Last Modified:	25 Mar 2026 16:42
URI:	https://tesi.luiss.it/id/eprint/45250

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