Influencer marketing vs employee-generated content: effects on brand perception
Panella, Edoardo (A.A. 2024/2025) Influencer marketing vs employee-generated content: effects on brand perception. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 80. [Master's Degree Thesis]
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Abstract/Index
The evolution of marketing: the reference context and new digital tools. From traditional marketing to digital marketing. The role of social platforms in marketing. Social media marketing, a strategic lever of digital. The new frontiers of marketing: from influencer marketing to Employee generated content (EGC). Influencer marketing. Employee generated content. Research and analysis. Literature gap and research model. Survey structure and sampling procedure. Data analysis. Hypothesis testing. Discussion of the analysis.
References
Bibliografia e sitografia: pp. 70-80.
| 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: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Serafini, Ludovica |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 26 Feb 2026 10:59 |
| Last Modified: | 26 Feb 2026 10:59 |
| URI: | https://tesi.luiss.it/id/eprint/44975 |
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