How influencer marketing affects purchase intention and brand loyalty: gap between luxury and mass brands

Romani, Federico (A.A. 2019/2020) How influencer marketing affects purchase intention and brand loyalty: gap between luxury and mass brands. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 95. [Master's Degree Thesis]

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Abstract/Index

From traditional marketing to the new digital era. A new generation of marketing: the influencers’ figure. Change response: Luxury vs mass market. Positive and negative factors arising from the social media marketing use. How influencer marketing approaches brands. Main contribution. Methods. Measurements and results.

References

Bibliografia: pp. 89-94. Sitografia: p. 95.

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: Web analytics e marketing
Thesis Supervisor: De Angelis, Matteo
Thesis Co-Supervisor: Tedeschi, Piermario
Academic Year: 2019/2020
Session: Extraordinary
Deposited by: Alessandro Perfetti
Date Deposited: 16 Jun 2021 08:20
Last Modified: 21 Oct 2021 10:10
URI: https://tesi.luiss.it/id/eprint/29787

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