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| Author: | Phelps, J.E. (et al.) |
| Title: | Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email |
| Journal: | Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 333-348 |
| Index terms: | Advertising Marketing Media selection Strategy Consumer behaviour Consumer attitudes Electronic mail USA |
| Language: | eng |
| Abstract: | Although viral marketing has got a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people constituting the essential component of any such strategy. This article reports the results of three studies examining consumer responses and motivations to pass along email. |
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