Product type and perceived authenticity in influencer marketing campaigns
Barchesi, Justine (A.A. 2024/2025) Product type and perceived authenticity in influencer marketing campaigns. Tesi di Laurea in Performance marketing, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 73. [Master's Degree Thesis]
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Abstract/Index
Literature review influencer marketing and perceived authenticity. The rise of influencer marketing: definition, evolution, and strategic importance. Perceived authenticity: a cornerstone of influencer marketing success. Key factors influencing perceived authenticity in influencers. Utilitarian vs. Hedonic products: impact on authenticity and influencer communication strategies. Spontaneous content and challenges for companies. Everyday influence: how real life becomes viral. Risks for brands: when influencers’ spontaneous content conflicts with corporate values. Successful examples of authentic influencers. Examples of misalignment between influencers' actions and corporate values. Experimental research.
References
Bibliografia: pp. 68-72. Sitografia: p. 73.
Thesis Type: | Master's Degree Thesis |
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Institution: | Luiss Guido Carli |
Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
Chair: | Performance marketing |
Thesis Supervisor: | Cardamone, Ernesto |
Thesis Co-Supervisor: | Pozharliev, Rumen Ivaylov |
Academic Year: | 2024/2025 |
Session: | Summer |
Deposited by: | Alessandro Perfetti |
Date Deposited: | 25 Sep 2025 15:48 |
Last Modified: | 25 Sep 2025 15:48 |
URI: | https://tesi.luiss.it/id/eprint/43328 |
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