Viral advertising: conceptual and empirical examination of antecedents, context and its influence on purchase intentions
The purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward t...
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| Format: | Others |
| Language: | English |
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Florida Atlantic University
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| Online Access: | http://purl.flvc.org/FAU/3352280 |