Viral marketing for cultural product : the role of emotion and cultural awareness to influence purchasing intention
Year of publication: |
2020
|
---|---|
Authors: | Satrio, Danang ; Priyanto, Sony Heru ; Nugraha, Albert K.N.A. |
Published in: |
Montenegrin journal of economics. - Podgorica : Economic Laboratory for Transition Research, ISSN 1800-6698, ZDB-ID 2860930-X. - Vol. 16.2020, 2, p. 77-91
|
Subject: | Viral marketing | emotion | cultural awareness | purchasing intention | Emotion | Virales Marketing | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity |
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