Viral advertising: a conceptualization

Petya Eckler, Shelly Rodgers

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter explores the topic of viral advertising
LanguageEnglish
Title of host publicationThe Handbook of International Advertising Research
EditorsHong Cheng
Place of PublicationHoboken
Pages184-202
Number of pages19
Publication statusPublished - Mar 2014

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Conceptualization

Keywords

  • 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). Hoboken.
Eckler, Petya ; Rodgers, Shelly. / Viral advertising : a conceptualization. The Handbook of International Advertising Research. editor / Hong Cheng. Hoboken, 2014. pp. 184-202
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Eckler, P & Rodgers, S 2014, Viral advertising: a conceptualization. in H Cheng (ed.), The Handbook of International Advertising Research. Hoboken, pp. 184-202.

Viral advertising : a conceptualization. / Eckler, Petya; Rodgers, Shelly.

The Handbook of International Advertising Research. ed. / Hong Cheng. Hoboken, 2014. p. 184-202.

Research output: Chapter in Book/Report/Conference proceedingChapter

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M3 - Chapter

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BT - The Handbook of International Advertising Research

A2 - Cheng, Hong

CY - Hoboken

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Eckler P, Rodgers S. Viral advertising: a conceptualization. In Cheng H, editor, The Handbook of International Advertising Research. Hoboken. 2014. p. 184-202