The impact of influencers on brand activism and consumer trust: assessing the mediating role of corporate social responsibility perceptions
Masessa De Dovittis, Rosadele (A.A. 2023/2024) The impact of influencers on brand activism and consumer trust: assessing the mediating role of corporate social responsibility perceptions. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 76. [Master's Degree Thesis]
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Abstract/Index
The impact of influencers on brand activism in the digital age. The evolution of brand activism in the sociopolitical context. Digital activism and the role of influencers in social media. Literature review. Gap in the literature. Research question. Theoretical background. The impact of brand activism via influencers on consumer trust. The impact of brand activism through influencers on consumer attitudes towards brand CSR. The impact of corporate social responsibility on consumer trust. Conceptual framework. Experimental research. Methodological approach. Experimental results.
References
Bibliografia: pp. 51-57.
| 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: | Consumer behavior |
| Thesis Supervisor: | Romani, Simona |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 30 Jan 2025 09:06 |
| Last Modified: | 30 Jan 2025 09:06 |
| URI: | https://tesi.luiss.it/id/eprint/41120 |
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