In recent years, a new phenomenon has developed and has changed the way we see advertising. But where did it all start and how will it evolve? The central theme of the thesis will be influencer marketing from yesterday to today. This degree thesis is aimed at analysing the progress that humanity has made from the point of view of marketing and advertising, from the beginning to today up to making assumptions about the still uncertain tomorrow. The thesis will be divided into 4 chapters preceded by this introduction and followed by a brief summary conclusion of the work done. The chapters will be as follows: 1. The evolution of communication from yesterday to today. 2. The birth and evolution of the Influencer. 3. Influencer Marketing: a new form of advertising. 4. Virtual influencers and the future of new digital beings. The first chapter will focus on the evolution of communication from traditional mass media such as newspapers, radio and television to new media such as computers, WWW and smartphones; we will talk about the role of social media in today's world and how influencers have made it their kingdom. The second chapter will focus on the birth of content creators, their evolution, and their work on social networks; the different types of influencers will be taken into consideration and analysed. The third chapter will go deeper into analysing the decisive role that influencers have in influencing the new generations; some examples of famous influencers will also be analysed. The last chapter will instead focus on the figure of Virtual Influencers, digital beings created on the computer who are slowly populating social networks. The last two chapters will also be accompanied by a web survey made to support the theses taken into consideration.
Negli ultimi anni si è sviluppato un nuovo fenomeno che ha cambiato il modo di vedere la pubblicità. Ma da dove è iniziato tutto e come si evolverà? Il tema centrale della tesi sarà l'influencer marketing da ieri a oggi. Questa tesi di laurea si propone di analizzare i progressi che l'umanità ha compiuto dal punto di vista del marketing e della pubblicità, dagli esordi ad oggi fino a formulare ipotesi sul domani ancora incerto. La tesi sarà suddivisa in 4 capitoli preceduti da questa introduzione e seguiti da una breve conclusione riassuntiva del lavoro svolto. I capitoli saranno i seguenti: 1. L'evoluzione della comunicazione da ieri ad oggi. 2. La nascita e l'evoluzione dell'Influencer. 3. Influencer Marketing: una nuova forma di pubblicità. 4. Gli influencer virtuali e il futuro dei nuovi esseri digitali. Il primo capitolo si concentrerà sull'evoluzione della comunicazione dai mass media tradizionali come giornali, radio e televisione ai nuovi media come computer, WWW e smartphone; parleremo del ruolo dei social media nel mondo di oggi e di come gli influencer ne hanno fatto il loro regno. Il secondo capitolo verterà sulla nascita dei content creators, la loro evoluzione e il loro lavoro sui social; verranno presi in considerazione i diversi tipi di influencers e analizzati. Il terzo capitolo andrà più a fondo nell'analizzare il ruolo decisivo che le influencers hanno nell'influenzare le nuove generazioni; verranno inoltre analizzati alcuni esempi di influencers famosi. L'ultimo capitolo verterà, invece, sulla figura delle Virtual Influencers, essere digitali creati al computer che stanno piano piano popolando i social networks. Gli ultimi due capitoli saranno, inoltre, accompagnati da un web survey fatto per sostenere le tesi prese in considerazione.
Influenza digitale per conseguenze reali
RUGOLINO, CHIARA
2021/2022
Abstract
In recent years, a new phenomenon has developed and has changed the way we see advertising. But where did it all start and how will it evolve? The central theme of the thesis will be influencer marketing from yesterday to today. This degree thesis is aimed at analysing the progress that humanity has made from the point of view of marketing and advertising, from the beginning to today up to making assumptions about the still uncertain tomorrow. The thesis will be divided into 4 chapters preceded by this introduction and followed by a brief summary conclusion of the work done. The chapters will be as follows: 1. The evolution of communication from yesterday to today. 2. The birth and evolution of the Influencer. 3. Influencer Marketing: a new form of advertising. 4. Virtual influencers and the future of new digital beings. The first chapter will focus on the evolution of communication from traditional mass media such as newspapers, radio and television to new media such as computers, WWW and smartphones; we will talk about the role of social media in today's world and how influencers have made it their kingdom. The second chapter will focus on the birth of content creators, their evolution, and their work on social networks; the different types of influencers will be taken into consideration and analysed. The third chapter will go deeper into analysing the decisive role that influencers have in influencing the new generations; some examples of famous influencers will also be analysed. The last chapter will instead focus on the figure of Virtual Influencers, digital beings created on the computer who are slowly populating social networks. The last two chapters will also be accompanied by a web survey made to support the theses taken into consideration.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2306