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...
| Hlavní autoři: | , |
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| Médium: | Článek |
| Jazyk: | English |
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Springer Nature
2024-02-01
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| Edice: | Humanities & Social Sciences Communications |
| On-line přístup: | https://doi.org/10.1057/s41599-024-02819-7 |