This is a pets’ world: how the type of pet influencer can shape followers’ behavioural responses
Napolitano, Alice (A.A. 2022/2023) This is a pets’ world: how the type of pet influencer can shape followers’ behavioural responses. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 69. [Master's Degree Thesis]
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Abstract/Index
Literature review. Influencer marketing and pet influencers. Effectiveness of influencer marketing. Influencer engagement. Consumers’ reactions to agents’ human-like appearance. The role of perceived anthropomorphism and similarity. Methodology and procedure. Pretest. Main study.
References
Bibliografia: pp. 30-37.
| 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 plan & markstrat simulation |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Dec 2023 11:36 |
| Last Modified: | 12 Dec 2023 11:36 |
| URI: | https://tesi.luiss.it/id/eprint/37285 |
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