What triggers sharing in viral marketing? The role of emotion and social feature

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What triggers sharing in viral marketing? The role of emotion and social feature

Viral marketing has attracted attention from both academics and practitioners. With the rise of user-generated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied t...

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Bibliographic Details
Main Authors:	Li, Boying, Chong, Alain Yee-Loong, Ch’ng, Eugene
Format:	Conference or Workshop Item
Published:	2015
Subjects:	Viral marketing; content sharing; emotions; social network
Online Access:	https://eprints.nottingham.ac.uk/52601/

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