The impact of native advertising on consumers’ willingness to purchase

Bernardini, Giorgia (A.A. 2020/2021) The impact of native advertising on consumers’ willingness to purchase. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 145. [Master's Degree Thesis]

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Abstract/Index

Managerial relevance of the phenomenon and problems. The phenomenon. Why to choose this topic? Research question. Relevance of the phenomenon. General relevance. Academic relevance. Managerial justification. Relevance for the organization and business companies. Main problems and challenges. Ethical relevance. Managerial implications. Originality and value of the phenomenon. Managerial relevance of the phenomenon and problems. Why invest in native advertising? Benefits of native advertising. Challenges. Goals. Literature review. Overview of the topic. Methodology. Population and sample. Data collection method. Validity of the study. Nike case study. Analysis.

References

Bibliografia: pp. 89-112.

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: 2020/2021
Session: Extraordinary
Deposited by: Alessandro Perfetti
Date Deposited: 23 Aug 2022 14:43
Last Modified: 23 Aug 2022 14:43
URI: https://tesi.luiss.it/id/eprint/33006

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