The difference between TikTok and Instagram influencers: a quantitative study on their impact on purchase intention of luxury products among Generation Z

Bullone, Nicoletta (A.A. 2022/2023) The difference between TikTok and Instagram influencers: a quantitative study on their impact on purchase intention of luxury products among Generation Z. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 104. [Master's Degree Thesis]

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Abstract/Index

Theoretical background. Generation Z consumers. Influencer marketing. The mediating role of perceived quality of luxury products. Consumers previous experience for luxury products. Methodologies. Conceptual framework and research question. Research design and stimuli. Survey structure and measurement. Sample and data collection. Scales reliability. Measurement of variables.

References

Bibliografia: pp. 52-58.

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: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 20 Jun 2024 15:42
Last Modified: 20 Jun 2024 15:42
URI: https://tesi.luiss.it/id/eprint/39003

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