haku: @all viral marketing / yhteensä: 10
viite: 6 / 10
Tekijä:Phelps, J.E. (et al.)
Otsikko:Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email
Lehti:Journal of Advertising Research
2004 : DEC, VOL 44:4, p. 333-348
Asiasana:Advertising
Marketing
Media selection
Strategy
Consumer behaviour
Consumer attitudes
Electronic mail
USA
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 258674
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