A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers
The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2019-07-01
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| Series: | Social Media + Society |
| Online Access: | https://doi.org/10.1177/2056305119847516 |