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

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This chapter explores the topic of viral advertising


Eckler, Petya ORCID logoORCID: and Rodgers, Shelly; Cheng, Hong