The diploma thesis deals with development of the MAGGI brand communication in order to increase its trustworthiness among customers and to strengthen its competitiveness. The current situation of the brand is defined primarily by brand identity analyzes by Kapferer and Ko Floor and by defining the competitive position of the brand. Based on the knowledge gained in the analytical part, a set of recommendations on brand communication are developed.

Problem definition: Along with a rapid growth of Internet usage new forms of communication and marketing have occurred. Influencer marketing have become a popular marketing form, but are brand’s aware of the risk it involves when collaborating with an influencer? This thesis examines how a brand’s trustworthiness can be affected by an influencer’s wrongdoing, in the perception of the critical generation - Generation Z. Purpose: Since Generation Z are a digital and critical generation who rely on influencers recommendations, but also value trustworthiness and transparency from a brand, we want to explore how Generation Z’s perceived trustworthiness of a brand change when an influencer connected to a brand makes a wrongdoing. Research question: This thesis consist of two research questions.  RQ1: Can there be a relationship between an influencers trustworthiness and a brand’s trustworthiness in Generation Z’s perception?    RQ2: How does an Influencers wrongdoing spill over on Generation Z’s perception of a brand’s trustworthiness depending on the brands reaction?  Methodology: The study is based on a quantitative method with a deductive approach. The empirical data was collected through a online survey that was answered by 148 respondents. The data were then analyzed through SPSS. Hypotheses developed from the research questions were then accepted or rejected.  Conclusion: The study resulted in that there is a weak relationship between Generation Z’s perception of an influencer’s trustworthiness and a brand’s trustworthiness. Furthermore, the findings from the survey resulted in that there is a negative spillover effect on brand’s trustworthiness regardless on how they act on an influencer’s wrongdoing.

Il processo di digitalizzazione sta influenzando il modo in cui l'arte viene veicolata, rendendone la sua fruizione più interattiva e dinamica e portando le istituzioni artistiche e culturali a riconoscere un’enorme importanza alle leve strategiche del mondo del marketing. In particolare, il primo paper mira a comprendere, attraverso il caso studio ‘Artvisor’ come le organizzazioni artistiche e culturali abbiano avviato un processo di disintermediazione attraverso dispositivi digitali riconoscendo un ruolo centrale alle nuove tecnologie nell’ambito della gestione artistica. L'obiettivo del secondo lavoro è esaminare le dimensioni di brand trustworthiness, perceived quality e visitor satisfaction considerate componenti chiave nella prospettiva dello studio del comportamento del visitatore in una logica esperienziale della visita museale. Con il terzo paper viene analizzato nello specifico il ruolo delle nuove tecnologie in relazione alla dimensione dell’engagement nell'era dei selfie, dei social media, dei dispositivi digitali e dei social network. / The digitalization process now occurring in many sectors has influenced the way that art is consumed and has contributed to making arts consumption more interactive and dynamic recognizing a huge importance to the role of marketing. The general purpose of the proposed research is to develop an understanding of how people engage with arts in the digital era through digital devices and social networks and how important it is to recognize a role to proper marketing strategies. In particular, the first paper aims to understand how arts organizations are starting to decouple their structures and to initiate a disintermediation processes through digital devices: the example of ‘Artvisor’ allows the author to examine how a gallery might face the digitalization process with the goal to identify sensitive areas within the online arts experience which arts administrators need to be conscious of as we enter a more dynamic era of art consumption. The object of the second paper is to examine the role of brand trustworthiness, perceived quality and visitor satisfaction as antecedents of consumer behavioural intentions in a museum context and developed a research framework to investigate the relationships among all the construct taken into consideration. The object of the third paper is to deal with the role of the new technologies in the arts management context to understand how people engage with art and culture in the era of selfies, social media, digital devices and social networks.