Not all fun and games : viral marketing for utilitarian products
Year of publication: |
2014
|
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Authors: | Schulze, Christian ; Schöler, Lisa ; Skiera, Bernd |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 78.2014, 1, p. 1-19
|
Subject: | social media marketing | viral marketing | utilitarian | sharing mechanisms | Facebook | apps | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Utilitarismus | Utilitarianism |
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