Predicting Virality : Does Message Creativity Matter?
A very small percentage of potentially viral advertisement messages actually go viral. The creativity of these advertisement messages is considered crucial in making them viral. Through a review of literature, this study develops a measure to assess the creativity of potentially viral advertisemen...
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| Format: | Article |
| Language: | English |
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Srusti Academy of Management
2016-12-01
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| Series: | Srusti Management Review |
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| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/561126785_Predicting%20Virality%20Does%20Message%20Creativity%20Matter-Darshan%20Desai-Vol.%20-%20IX%20%20Issue%20II%20Jul%20-%20Dec%202016.pdf |