Championing superstars in the digital era: the efficacy of player promotion as a strategic marketing approach for improving fan engagement and sponsorship recall in the premier league
Hellesmark, Mathias Seland (A.A. 2023/2024) Championing superstars in the digital era: the efficacy of player promotion as a strategic marketing approach for improving fan engagement and sponsorship recall in the premier league. Tesi di Laurea in Brand management/topics in digital marketing, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 52. [Master's Degree Thesis]
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Abstract/Index
Literature review. Sports celebrity endorsements and fit in constructing sponsorships. Impact of commercialization on fan dynamics. Social media's effect on fan engagement. Research questions. Method. Research design-qualitative method. In-depth interviews. Interview structure. Ethical considerations. Analytical approach. Research findings. List of participants and level of fandom intensity. Player promotion and fan engagement. Fan engagement and sponsorship recall. Level of fandom intensity. Promotional material. Summary of research findings. Conceptual model. Discussion.
References
Bibliografia: pp. 31-39.
| 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: | Brand management/topics in digital marketing |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 28 Jan 2025 13:23 |
| Last Modified: | 28 Jan 2025 13:23 |
| URI: | https://tesi.luiss.it/id/eprint/41040 |
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