A friend told me about it: the effects of parasocial relationships on online virality
Muzi, Davide Gabriele (A.A. 2020/2021) A friend told me about it: the effects of parasocial relationships on online virality. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 74. [Master's Degree Thesis]
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Abstract/Index
Theoretical model. Virality. Parasocial relationships. Level of parasocial relationship. Presence of sponsorship. Media buzz. Model operationalization. Dataset introduction and descriptive statistics. Variables operationalization. Control variables. Regression model. Analysis. Robustness test: self-sponsorship.
References
Bibliografia: pp. 35-42.
Thesis Type: | Master's Degree Thesis |
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Institution: | Luiss Guido Carli |
Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
Chair: | Consumer behavior |
Thesis Supervisor: | Romani, Simona |
Thesis Co-Supervisor: | Tedeschi, Piermario |
Academic Year: | 2020/2021 |
Session: | Summer |
Deposited by: | Alessandro Perfetti |
Date Deposited: | 18 Jan 2022 19:18 |
Last Modified: | 18 Jan 2022 19:18 |
URI: | https://tesi.luiss.it/id/eprint/31178 |
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