The effects of social inclusive business communication strategies on consumers’ positive reactions: an explorative study in the social media context
Baccaro, Gaia (A.A. 2023/2024) The effects of social inclusive business communication strategies on consumers’ positive reactions: an explorative study in the social media context. Tesi di Laurea in Competitive strategy, Luiss Guido Carli, relatore Andrea Sestino, pp. 47. [Bachelor's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review and theorical background. Social-inclusion and diversity. Social inclusion for marketing and communication strategies. Brand image, and its connection with warmth and trust. Brand warmth and positive consumers’ reactions. Brand trust and positive consumers’ reactions. Word of mouthtions. Reasoning behind the study and hypothesis development. Methodology. Sample and procedure. Questionnaire and study’s structure. Results. Analysis and results. The simple mediation model and the serial mediation. Data analysis and experiment results.
References
Bibliografia: pp. 43-45.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Management (L-18) |
| Chair: | Competitive strategy |
| Thesis Supervisor: | Sestino, Andrea |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 17 Dec 2024 09:33 |
| Last Modified: | 17 Dec 2024 09:33 |
| URI: | https://tesi.luiss.it/id/eprint/40644 |
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