Avatar marketing: the role of gender and service type on perceived competence and information disclosure
Minnetti, Arianna (A.A. 2022/2023) Avatar marketing: the role of gender and service type on perceived competence and information disclosure. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 136. [Master's Degree Thesis]
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Abstract/Index
Artificial intelligence. AI recommendation systems. The anthropomorphization of AI. Avatars. Relevance. Theoretical framework. Service type. Disclosure willingness. The mediating role of expertise. The moderating role of avatar gender. Conceptual model. Experimental research. Experiment overview. Stimuli validation: pretest. Main study. Experimental results. General discussion.
References
Bibliografia: pp. 58-83. Sitografia: pp. 84-85.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Outstanding Thesis: | Department of Business and Management |
| Chair: | Web analytics e marketing |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Additional Information: | La tesi è vincitrice del Premio "Tesi d'Eccellenza" 2022/2023 ed è stata pubblicata online dalla Luiss University Press nella collana Working Paper. |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Apr 2024 12:37 |
| Last Modified: | 25 Jul 2024 12:15 |
| URI: | https://tesi.luiss.it/id/eprint/38473 |
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