Influence of KOL on purchase intentions among Chinese consumers
Chen, Qianfei (A.A. 2023/2024) Influence of KOL on purchase intentions among Chinese consumers. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 79. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Theoretical basis. Review of relevant literature on key concepts. Literature review on key opinion leaders in social media. Methodology. Research model. Variable measurement. Questionnaire design and sample selection. Results and discussion. Descriptive statistical analysis. Reliability and validity analysis. Correlation analysis. Stepwise linear regression. A case study of Dior Gravity. Brand introduction. Marketing strategy analysis. Dior Gravity series. Suggestions on Dior’s promotion strategy.
References
Bibliografia: pp. 66-68.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Fashion management |
| Thesis Supervisor: | Fei, Carlo |
| Thesis Co-Supervisor: | Festa, Alberto |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 28 Jan 2025 10:17 |
| Last Modified: | 28 Jan 2025 10:17 |
| URI: | https://tesi.luiss.it/id/eprint/41026 |
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