Why do we share? : the impact of viral videos dramatized to sell : how microfilm advertising works
Year of publication: |
2014
|
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Authors: | Chen, Tsai ; Lee, Hsiang-ming |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 3, p. 292-303
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Subject: | Virales Marketing | Viral marketing | Bespielte Medien | Pre-recorded media | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Strukturgleichungsmodell | Structural equation model |
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