The thin line between believability and persuasiveness: concrete versus abstract language in shaping a company’s social media marketing communication strategy

Alessandrini, Chiara (A.A. 2012/2013) The thin line between believability and persuasiveness: concrete versus abstract language in shaping a company’s social media marketing communication strategy. Tesi di Laurea in Marketing management, LUISS Guido Carli, relatore Michele Costabile, pp. 80. [Master's Degree Thesis]

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Abstract/Index

eWOM and the evolution of social communication. Get linked or get lost: the social media call. The relevance of language in social media marketing communication. Empirical analysis. General discussion and managerial implications.

References

Bibliografia: pp. 71-80.

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: Marketing management
Thesis Supervisor: Costabile, Michele
Thesis Co-Supervisor: Marcati, Alberto
Academic Year: 2012/2013
Session: Summer
Deposited by: Maria Teresa Nisticò
Date Deposited: 18 Dec 2013 14:08
Last Modified: 06 Nov 2018 11:21
URI: https://tesi.luiss.it/id/eprint/10807

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