Novelli, Raffaele (A.A. 2021/2022) Should I stay or should I go?" Brands against the war: a study on the reactions of global brands and online users in the Russia-Ukraine crisis. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 106. [Master's Degree Thesis]

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Abstract/Index

Brand activism, when brands commit to a social cause. Brand activism: literature review. Differences between new social business models. Brand activism: "progressive" vs "regressive". The role of the brand in politics: the supporting role of the brand and the failure of political institutions. Social media as a social area and visibility platform. Gen Z and brand activism: how and what to communicate to the new generations? Brand activism and brand reputation. Is taking a position right or wrong? The Russian-Ukrainian conflict: the origins of the war and its consequences. Western governments' reactions: economic and other sanctions against Russia. Brand reactions: the different actions taken by brands to the Russian invasion of Ukraine. Users' reactions on social media. The study: the case of PlayStation, Armani and McDonald’s. Research question. Brand icon and brand activism: is there a relationship? Genealogy of PlayStation, Armani and McDonald's activism. Methodology and data collection. Content and semiotic analysis of the brand’s Twitter post. Sentiment analysis: what has been the reaction of users?

References

Bibliografia: pp. 95-103.

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 communication & new media
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Feb 2023 15:17
Last Modified:	15 Feb 2023 15:17
URI:	https://tesi.luiss.it/id/eprint/35090

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