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...

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Autors principals: Thi Cam Tu Dinh, Yoonjae Lee
Format: Article
Idioma:English
Publicat: Springer Nature 2024-02-01
Col·lecció:Humanities & Social Sciences Communications
Accés en línia:https://doi.org/10.1057/s41599-024-02819-7