You reap where you sow : a trust-based approach to initial seeding for viral advertising
Jisu Huh, Hyejin Kim, Bhavtosh Rath, Xinyu Lu and Jaideep Srivastava
| Year of publication: |
2020
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|---|---|
| Authors: | Huh, Jisu ; Kim, Hyejin ; Rath, Bhavtosh ; Lu, Xinyu ; Srivastava, Jaideep |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 7, p. 963-989
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| Subject: | computational research | computational trust | social media advertising | trust | Viral advertising | Social Web | Social web | Werbung | Advertising | Vertrauen | Confidence | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1718823 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012395590