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Controlled infection! Spreading the brand message through viral marketing · Study

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ArticleControlled infection! Spreading the brand message through viral marketing

Angela R. Dobele2005

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Articlegreen2005

Controlled infection! Spreading the brand message through viral marketing

Angela R. Dobele · David John Toleman · Michael B Beverland

265 citations·0/0 files stored·Business Horizons

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Digital Marketing and Social Media Marketing and Advertising Strategies SMEs Development and Digital Marketing

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2013An analysis of user‐generated content for hotel experiences 2008Blogging: A new play in your marketing game plan 2014Factors enhancing word-of-mouth influence: positive and negative service-related messages 2010MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members 2012Exploring the disseminating behaviors of eWOM marketing: persuasion in online video 2013The Emotions that Drive Viral Video 2012Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising 2010Creative determinants of viral video viewing

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Year2005

Typearticle

Published2005-02-01

VenueBusiness Horizons

ISSN-L0007-6813

Languageen

Citations265

Files0 public / 0

ShelfDigital Marketing and Social Media

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doi10.1016/j.bushor.2004.10.011

openalex_workW2055065256

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