Virtual icons, real influence: the role of Lil Miquela and Imma Gram in luxury brand advertising
Ciccarelli, Carmen (A.A. 2024/2025) Virtual icons, real influence: the role of Lil Miquela and Imma Gram in luxury brand advertising. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 132. [Master's Degree Thesis]
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Abstract/Index
The evolution of influencer marketing in luxury brands. Artificial intelligence and its development in marketing. Conceptual framework and research question. AI and influencers: the era of virtual influencers. Virtual influencers and anthropomorphism. Virtual influencers in luxury brand campaigns: controversies and impact. Methodology. Semiotic analysis: anthropomorphism and storytelling in virtual influencers’ luxury campaigns. Diachronic analysis: the evolution of Lil Miquela and Imma gram and the introduction of AI in luxury brand campaigns. synchronic analysis: Lil Miquela and Imma Gram today and their market positioning in luxury. Semiotic analysis: marketing strategies of Lil Miquela and Imma Gram in luxury branding. The semio-narrative level.
References
Bibliografia: pp. 118-132.
| 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 communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Romagnoli, Stella |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 Oct 2025 09:52 |
| Last Modified: | 21 Oct 2025 09:52 |
| URI: | https://tesi.luiss.it/id/eprint/43427 |
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