The new era of luxury fashion: how synthetic media shapes perceived brand authenticity
Paulini, Sofia (A.A. 2024/2025) The new era of luxury fashion: how synthetic media shapes perceived brand authenticity. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 82. [Master's Degree Thesis]
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Abstract/Index
Introduction to AI in fashion marketing. The rise of AI in organizations. Implementation of AI tools in marketing. Gen AI and its added value. Gen AI in the fashion industry. Deepfakes: new synthetic models. Deepfakes in the luxury fashion industry. Authenticity or innovation: that’s the dilemma. Research framework and theoretical background. Deepfake and synthetic medias across marketing communication. Deepfakes and perceived brand authenticity. The role of transparency (disclosure) as moderator in the luxury industry. Presenting the conceptual framework and research methodology. Overview of the brand under analysis: Bottega Veneta. Experimental study and presentation of results.
References
Bibliografia: pp. 62-66.
| 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 metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Amatulli, Cesare |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Mar 2026 15:39 |
| Last Modified: | 25 Mar 2026 15:39 |
| URI: | https://tesi.luiss.it/id/eprint/45241 |
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