Selloni, Luigi (A.A. 2024/2025) Constructing fashion brand identity through textual strategies on Instagram: a natural language analysis of the MaxMara Group. Tesi di Laurea in Statistics for marketing, Luiss Guido Carli, relatore Francesco Salate Santone, pp. 311. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Communication in fashion. Fashion, identity and communication: theoretical perspectives. The evolution of fashion communication channels. From visual narration to microtextuality: towards the era of captions. Textual communication of fashion brands on Instagram. Instagram and the digital language of fashion. Microtextuality in social media. The construction of brand personality and perceived experience through texts. Previous studies and related research. Towards the analysis of the MaxMara brands. Methodology and analytical framework. Introduction to methodology and analytical path. Objectives and research questions. The case study: the max mara group. Reference period and sample. Data collection tool. Construction and structure of the dataset. Data cleaning and preparation. Embeddings and caption clustering. Topic modeling. Sentiment analysis. Extraction and semantic analysis of captions. Linguistic metrics. Playfulness. Temporal analysis. Engagement.

References

Bibliografia: pp. 145-149.

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:	Statistics for marketing
Thesis Supervisor:	Salate Santone, Francesco
Thesis Co-Supervisor:	De Mauro, Andrea
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	04 Jun 2026 13:57
Last Modified:	04 Jun 2026 13:57
URI:	https://tesi.luiss.it/id/eprint/46072

Downloads

Repository Staff Only

View Item