Viral advertising: conceptual and empirical examination of antecedents, context and its influence on purchase intentions

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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Bibliographic Details
Other Authors: Petrescu, Maria.
Format: Others
Language:English
Published: Florida Atlantic University
Subjects:
Viral marketing
Marketing > Management
Relationship marketing
Internet marketing
Mass media > Social aspects
Consumer behavior
Online Access:http://purl.flvc.org/FAU/3352280

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