Misasi, Beatrice (A.A. 2019/2020) How are virtual influencers perceived? A study across two industries. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 147. [Master's Degree Thesis]

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Abstract/Index

The origin and the evolution of influencer marketing. The rise of virtual influencer marketing. The challenge of influencer marketing campaigns: performance measurement. Theoretical background. Conceptual model and research hypothesis. The experiments. Study 1: the basic effect of human influencers on purchase intention via perceived credibility in the fashion industry. Study 2: the basic effect of virtual influencers on purchase intention via perceived credibility in the technology industry.

References

Bibliografia: pp. 116-130.

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:	Tedeschi, Piermario
Academic Year:	2019/2020
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Jan 2021 12:20
Last Modified:	15 Jan 2021 12:20
URI:	https://tesi.luiss.it/id/eprint/28002

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