Pulimeno, Martina (A.A. 2024/2025) Traditional brand advertising versus influencer marketing: a study in the luxury beauty sector as a high-involvement purchase context. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 52. [Bachelor's Degree Thesis]

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Abstract/Index

Literature review. Luxury beauty sector. Traditional brand advertising in luxury beauty. Influencer advertising in luxury beauty. Theoretical framework. Methodology. Research design. Research objectives. Questionnaire structure. Sample characteristics. Results. Price sensitivity and luxury orientation. Evaluation of advertising stimuli. Influence on source reputation: scandal scenario. Discussion. Luxury beauty as a high-involvement context. Influencer advertising and perceived credibility. Confidence, uncertainty reduction and information behavior. Reputational vulnerability and spillover effects. Influencers versus celebrities.

References

Bibliografia: pp. 47-52.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Marketing
Thesis Supervisor:	Devetag, Maria Giovanna
Academic Year:	2024/2025
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	07 Sep 2026 14:41
Last Modified:	07 Sep 2026 14:41
URI:	https://tesi.luiss.it/id/eprint/46697

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