The shift from traditional media to social media: the evolution of brand marketing strategies in the FMCG industry over the past two decades
Moreau, Veréne (A.A. 2024/2025) The shift from traditional media to social media: the evolution of brand marketing strategies in the FMCG industry over the past two decades. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 109. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The transformation of marketing in the digital age. Literature review, research problem and question. Literature review. Methodology. Selection of interviewees. Contextual profiles of organizations. Interview guide and procedures. Ethical considerations and rigor. Results. Hybrid budget reallocation: sustaining legacy channels while prioritizing social. Platform-specific storytelling: crafting channel-native narratives. Nuanced influencer ecosystems: from brand ambassadors to nano-creators. Bidirectional engagement and AI-powered community insights. Rigorous measurement and ROI-driven accountability. Precision targeting within ethical and regulatory boundaries. Multi-stakeholder validation to safeguard brand integrity. Transparency and trust preservation through ethical disclosure. Discussion. Media fragmentation vs. strategic consistency. Performance orientation vs. long-term brand building. Influencer control vs. brand authenticity. Personalization and targeting vs. consumer privacy. Continuous innovation vs. consumer trust. Theoretical implications. Media substitution and hybrid media systems. Consumer-brand engagement and co-creation. Authenticity and influencer management. Algorithmic targeting and privacy: ethical management. Organizational adaptation and dynamic capabilities. Integrated measurement and dual-objective mindset. Embrace an integrated multi-channel strategy. Maintain strategic consistency via governance and guidelines. Balance short-term performance and long-term brand health. Develop robust influencer and content collaboration strategies. Prioritize data ethics and privacy: build consumer trust in personalization. Cultivate agility and continuous learning in the marketing team. Build and protect trust relentlessly.
References
Bibliografia: pp. 72-76.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Managerial decision making |
| Thesis Supervisor: | Marengo, Luigi |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jun 2026 12:15 |
| Last Modified: | 09 Jun 2026 12:15 |
| URI: | https://tesi.luiss.it/id/eprint/46117 |
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