Viral advertising: a conceptualization

Petya Eckler, Shelly Rodgers

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter explores the topic of viral advertising
Original languageEnglish
Title of host publicationThe Handbook of International Advertising Research
EditorsHong Cheng
Place of PublicationHoboken
PublisherJohn Wiley & Sons Inc.
Number of pages19
ISBN (Print)9781444332377
Publication statusPublished - Mar 2014


  • viral advertising
  • conceptualization

Cite this

Eckler, P., & Rodgers, S. (2014). Viral advertising: a conceptualization. In H. Cheng (Ed.), The Handbook of International Advertising Research (pp. 184-202). John Wiley & Sons Inc..