COBRAs and virality: viral campaign values on consumer behaviour
Abstract In the digital marketing era, a viral brand campaign is a potent marketing tool for a brand, enabling it to derive multiple benefits through rapid and widespread information diffusion. Despite the important role of brand viral campaigns, existing studies have minimally explored the effect o...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2024-02-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-02819-7 |