Social amplification : a mechanism in the spread of brand usage

Robert East, Mark Uncles, Jenni Romaniuk, Wendy Lomax

Year of publication:	February 2017
Authors:	East, Robert ; Uncles, Mark ; Romaniuk, Jenni ; Lomax, Wendy
Published in:	Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 25.2017, 1, p. 20-25
Subject:	Social amplification \| Transmission mechanisms \| word of mouth \| WOM \| diffusion \| Script theory \| Virales Marketing \| Viral marketing \| Social Web \| Social web \| Konsumentenverhalten \| Consumer behaviour

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