The success of viral ads : social and attitudinal predictors of consumer pass-on behavior on social network sites
Paul E. Ketelaar, Loes Janssen, Maurice Vergeer, Eva A. van Reijmersdal, Rik Crutzen, Jonathan van ‘t Riet
| Year of publication: |
July 2016
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|---|---|
| Authors: | Ketelaar, Paul E. ; Janssen, Loes ; Vergeer, Maurice ; Reijmersdal, Eva A. van ; Riet, Jonathan van 't |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 7, p. 2603-2613
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| Subject: | Social network sites | Viral advertising campaigns | Social predictors | Attitudinal predictors | Pass-on behavior | Social Web | Social web | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2015.10.151 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011491433