The anatomy of viral advertising : a content analysis of viral advertising from the elaboration likelihood model perspective
Year of publication: |
2023
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Authors: | Segev, Sigal ; Fernandes, Juliana |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 1, p. 125-154
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Subject: | content analysis | elaboration likelihood model | Viral video advertising | Werbung | Advertising | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Bibliometrie | Bibliometrics |
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