Silent killer or silent success : the double-edged sword of viral marketing on entrepreneurship
Thanuja Rathakrishnan, Thivashini B Jaya Kumar, Feranita Feranita, and Yong Jing Yi
| Year of publication: |
2023
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|---|---|
| Authors: | Thanuja Rathakrishnan ; Jayakumar, Thivashini ; Feranita, Feranita ; Yi, Yong Jing |
| Published in: |
Entrepreneurship Research : Developing New and Emerging Patterns in the Post COVID-19 Pandemic Era. - Singapore : Springer Nature Singapore, ISBN 978-981-99-4452-1. - 2023, p. 19-36
|
| Subject: | Business hype | Business virality consequences | Business virality readiness | Customer satisfaction | Social influence theory | Unexpected virality | Unmet customer expectations | Viral marketing | Virales Marketing | Kundenzufriedenheit | Erfolgsfaktor | Success factor | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-981-99-4452-1_2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014338964