What drives virality (sharing) of online digital content? : the critical role of information, emotion, and brand prominence
Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang
| Year of publication: |
2019
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|---|---|
| Authors: | Tellis, Gerard J. ; MacInnis, Deborah J. ; Tirunillai, Seshadri ; Zhang, Yanwei |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 83.2019, 4, p. 1-20
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| Subject: | virality | shares | ad cues | emotion | brand prominence | Emotion | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242919841034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012176058