The influence of sender trust and advertiser trust on multistage effects of viral advertising
Year of publication: |
2014
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Authors: | Cho, Soyoen ; Huh, Jisu ; Faber, Ronald J. |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 43.2014, 1, p. 100-114
|
Subject: | Virales Marketing | Viral marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Vertrauen | Confidence | Kommunikationswissenschaft | Communication science | USA | United States |
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