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Social web
Consumer behaviour
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Advertising
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Internet marketing
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Online-Marketing
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Viral marketing
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Virales Marketing
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social media
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E-commerce
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Korgaonkar, Pradeep
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Petrescu, Maria
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Gironda, John
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Gironda, John T.
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Goldring, Deborah
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Gong, Baiyun
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Londoño, Juan Carlos
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Journal of promotion management : innovations in planning and applied research
2
Journal of internet commerce
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Journal of marketing communications
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Journal of retailing and consumer services
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ECONIS (ZBW)
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1
Why is social network site advertising ineffective? : seeking answers using a holistic theoretical framework, multi-platform approach
Korgaonkar, Pradeep
;
Becerra, Enrique
;
Londoño, Juan Carlos
- In:
Journal of promotion management : innovations in …
30
(
2024
)
2
,
pp. 157-186
Persistent link: https://www.econbiz.de/10014447593
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2
Reciprocal influences and effects of viral NWOM campaigns in social media
Petrescu, Maria
;
Mangleburg, Tamara
;
Ben Mrad, Selima
; …
- In:
Journal of marketing communications
26
(
2020
)
7
,
pp. 685-702
Persistent link: https://www.econbiz.de/10012314010
Saved in:
3
Mavens at work : brand commitment and the moderating role of market mavens on social media engagement
Goldring, Deborah
;
Gong, Baiyun
;
Gironda, John T.
- In:
Journal of promotion management : innovations in …
28
(
2022
)
3
,
pp. 261-287
Persistent link: https://www.econbiz.de/10012821542
Saved in:
4
Viral advertising : definitional review and synthesis
Petrescu, Maria
;
Korgaonkar, Pradeep
- In:
Journal of internet commerce
10
(
2011
)
1/4
,
pp. 208-226
Persistent link: https://www.econbiz.de/10009485810
Saved in:
5
Hispanics and viral advertising
Korgaonkar, Pradeep
;
Petrescu, Maria
;
Gironda, John
- In:
Journal of retailing and consumer services
32
(
2016
),
pp. 46-59
Persistent link: https://www.econbiz.de/10011556612
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