Propagators, creativity, and informativeness : what helps ads go viral
Sarit Moldovan & Yael Steinhart & Donald R. Lehmann
| Year of publication: |
2019
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|---|---|
| Authors: | Moldovan, Sarit ; Steinhart, Yael ; Lehmann, Donald R. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 47.2019, p. 102-114
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| Subject: | Advertising | Opinion leaders | Influentials | Social hubs | Propagators | Creativity | Informativeness | Viral ads | Kreativität | Virales Marketing | Viral marketing | Werbung | Social Web | Social web | Informationsverbreitung | Information dissemination | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2019.02.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060942