Search Results - subject:"viral marketing"

McAdams, David; Song, Yangbo - In: Theoretical economics : TE ; an open access journal in … 20 (2025) 2, pp. 453-480

An innovation (e.g., new product or idea) spreads like a virus, transmitted by those who have previously adopted it. Agents update their beliefs about innovation quality based on private signals and when they hear about the innovation. We characterize equilibrium adoption dynamics and the...

Persistent link: https://www.econbiz.de/10015415272

Participation vs. effectiveness in sponsored tweet campaigns : a quality-quantity conundrum

Peng, Jing; Van Den Bulte, Christophe - In: Management science : journal of the Institute for … 70 (2024) 11, pp. 7961-7983

Persistent link: https://www.econbiz.de/10015145027

Guerrilla advertising cases study in public transport

Jarašūnienė, Aldona; Išoraitė, Margarita - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 2, pp. 625-634

Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising methods such as television commercials or newspaper ads. Guerrilla campaigns in public transport focus on creative tactics to surprise the public and generate buzz about the brand....

Persistent link: https://www.econbiz.de/10015188399

Bibliometric and content analysis of viral marketing in marketing literature

Çakirkaya, Murat; Afşar, Önder Aytaç - In: Cogent business & management 11 (2024) 1, pp. 1-31

Viral marketing is one of the most important marketing trends of today as it offers companies the opportunity to reach … features that make viral marketing different. Although it has so many advantages and is used extensively in the field, the lack … of a bibliometric analysis on viral marketing and the fact that it does not find enough space in the literature makes the …

Persistent link: https://www.econbiz.de/10015427222

Satisfaction and dissatisfaction in wine tourism : a user-generated content analysis

Meneses, Raquel; Brito, Carlos Henrique Figueiredo e Melo de - In: Tourism and hospitality research : THR 25 (2025) 1, pp. 120-134

Persistent link: https://www.econbiz.de/10015176724

I like, I share, I vote : mapping the dynamic system of political marketing

Kübler, Raoul; Manke, Kai Sören; Pauwels, Koen - In: Journal of business research : JBR 186 (2025), pp. 1-16

Persistent link: https://www.econbiz.de/10015154373

How much does an employer's attractiveness matter to youth employment? : evidence from a developing country

Buitek, Elvira К.; Kaliyeva, Saule A.; Turginbayeva, … - In: Asia-Pacific journal of business administration 17 (2025) 1, pp. 258-283

Persistent link: https://www.econbiz.de/10015326682

Unveiling emotional intensity in online reviews : adopting advanced machine learning techniques

Lee, Sanghyub; De Villiers, Rouxelle - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 75-86

Persistent link: https://www.econbiz.de/10015327211

Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour

Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 87-95

Persistent link: https://www.econbiz.de/10015327218

Detrimental impact of waiting on dining experiences : evidence from online restaurant reviews

Baek, Jooa; Choe, Yeongbae - In: Asia marketing journal 27 (2025) 1, pp. 39-47

Persistent link: https://www.econbiz.de/10015399226