Sigot, Luca (A.A. 2011/2012) TV advertisement and social networks: an empirical study with young adults. Tesi di Laurea in International marketing, LUISS Guido Carli, relatore Michele Quintano, pp. 75. [Master's Degree Thesis]

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Abstract/Index

The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 400 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile.

References

Bibliografia: pp. 57-66.

Thesis Type:	Master's Degree Thesis
Institution:	LUISS Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in General Management, English language (LM-77)
Chair:	International marketing
Thesis Supervisor:	Quintano, Michele
Thesis Co-Supervisor:	Giustiniano, Luca
Academic Year:	2011/2012
Session:	Extraordinary
Uncontrolled Keywords:	Cross-media synergies. Executional cues. Young adults. Brand Facebook profile.
Deposited by:	Maria Teresa Nisticò
Date Deposited:	27 May 2013 16:04
Last Modified:	19 May 2015 23:25
URI:	https://tesi.luiss.it/id/eprint/9607

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