Effect of viral parody on intent to share advertising on social network: The role of excited emotions and the need for cognition by Bùi Thị Ngọc Bé, Huỳnh Quốc Huy

“…This research is conducted with the objectives to identify factors and affecting the degree of each factor on sharing viral parody advertisement intension on social networks, and suggesting some managerial implications to help marketers develop and implement appropriate advertising strategies and effective for target customer groups. …”
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