Viral advertising : a conceptualization

Eckler, Petya and Rodgers, Shelly; Cheng, Hong, ed. (2014) Viral advertising : a conceptualization. In: The Handbook of International Advertising Research. John Wiley & Sons Inc., Hoboken, pp. 184-202. ISBN 9781444332377

Abstract

This chapter explores the topic of viral advertising

ORCID iDs

Eckler, Petya ORCID: https://orcid.org/0000-0002-5734-8089

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• Item metadata

  Item type:	Book Section
  ID code:	48630
  Dates:	Date Event March 2014 Published
  Keywords:	viral advertising, conceptualization, Marketing. Distribution of products, Marketing
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Faculty of Humanities and Social Sciences (HaSS) > School of Humanities > Journalism
  Depositing user:	Pure Administrator
  Date deposited:	18 Jun 2014 08:49
  Last modified:	18 Jan 2023 12:24
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/48630