The viral marketing metaphor explored through Vegemite
Year of publication: |
2015
|
---|---|
Authors: | Beverland, Michael ; Dobele, Angela ; Farrelly, Francis |
Published in: |
Marketing Intelligence & Planning. - Emerald Group Publishing Limited, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 33.2015, 5, p. 656-674
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Social media | Consumer culture theory | Co-creation | Viral marketing |
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