The influence of self-disclosure and message sidedness on donation intentions in influencer marketing: the effect of perceived authenticity and emotional closeness
Labonia, Giulia (A.A. 2023/2024) The influence of self-disclosure and message sidedness on donation intentions in influencer marketing: the effect of perceived authenticity and emotional closeness. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 93. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Phenomenon, practical relevance, and managerial problem. Conceptual background and research question. Research method. Potential contributions. Theoretical background. Influencer marketing and donation campaigns. Self-disclosure. Message sidedness: one-sided vs. Two-sided messages. Self disclosure and message sidedness. The mediation effect of perceived authenticity toward the donation campaign. Moderating effect of emotional closeness to cause. Conceptual framework and hypotheses development. Experimental research. Questionnaire and sample. Data cleaning. Descriptive analysis. Non parametric test and pairwise comparisons. Model 7. Discussion of key.
References
Bibliografia e sitografia: pp. 53-56.
| 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: | Monsurrò, Luigi |
| Academic Year: | 2023/2024 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 17 Jul 2025 12:51 |
| Last Modified: | 17 Jul 2025 12:51 |
| URI: | https://tesi.luiss.it/id/eprint/42965 |
Downloads
Downloads per month over past year
Repository Staff Only
 |
View Item |
