Brands, friends, & viral advertising : a social exchange perspective on the ad referral processes
Year of publication: |
November 2016
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Authors: | Hayes, Jameson L. ; King, Karen Whitehill ; Ramirez, Artemio |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 36.2016, p. 31-45
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Subject: | Viral advertising | Viral video | Viral video advertising | Brand relationships | Interpersonal relationships | Virales Marketing | Viral marketing | Werbung | Advertising | Markenführung | Brand management | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenartikel | Brand | Soziale Beziehungen | Social relations |
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