Doing good by sharing messages : an investigation of "You Share, We Donate" campaigns and how they can attain viral success
Xiaohan (Hannah) Wen, Shinhye Kim, Melanie Bowen
| Year of publication: |
2023
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|---|---|
| Authors: | Wen, Xiaohan ; Kim, Shinhye ; Bowen, Melanie |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 156.2023, p. 1-13
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| Subject: | Affective arousal | Cause-related marketing | Social media | Source credibility | Uncertainty | Viral marketing | Virales Marketing | Social Web | Social web | Cause-Related Marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Fundraising | Marketingmanagement | Marketing management | Corporate Social Responsibility | Corporate social responsibility |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.113510 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10013534234