What if i told you none of it was accidental: a moderated mediation analysis of Easter eggs’ impact on fan engagement in Taylor Swift’s marketing
Jasas, Kylie Kristine (A.A. 2024/2025) What if i told you none of it was accidental: a moderated mediation analysis of Easter eggs’ impact on fan engagement in Taylor Swift’s marketing. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 47. [Master's Degree Thesis]
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Abstract/Index
Literature review. Gamification marketing overview. Independent variable: Easter eggs in marketing. Taylor Swift as a case study. Dependent variable: fan engagement. Mediators: excitement & brand attachment. Moderator: social media usage. Conceptual model, research question, and hypotheses. Methodology. Experimental design and pre-tests. Participants, recruitment, and data preparation. Survey design and variable measurement. Analytic procedures. Results. Descriptive statistics and correlations. Discussion.
References
Bibliografia: pp. 34-40.
| 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: | Neuromarketing |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Sep 2025 08:21 |
| Last Modified: | 25 Sep 2025 08:21 |
| URI: | https://tesi.luiss.it/id/eprint/43284 |
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