TV advertisement and social networks: an empirical study with young adults

Sigot, Luca (A.A. 2011/2012) TV advertisement and social networks: an empirical study with young adults. Tesi di Laurea in International marketing, LUISS Guido Carli, relatore Michele Quintano, pp. 75. [Master's Degree Thesis]

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Abstract/Index

The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 400 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile.

References

Bibliografia: pp. 57-66.

Thesis Type: Master's Degree Thesis
Institution: LUISS Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in General Management, english language (LM-77)
Chair: International marketing
Thesis Supervisor: Quintano, Michele
Thesis Co-Supervisor: Giustiniano, Luca
Academic Year: 2011/2012
Session: Extraordinary
Uncontrolled Keywords: Cross-media synergies. Executional cues. Young adults. Brand Facebook profile.
Deposited by: Maria Teresa Nisticò
Date Deposited: 27 May 2013 16:04
Last Modified: 19 May 2015 23:25
URI: https://tesi.luiss.it/id/eprint/9607

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