Abstract
This chapter explores the topic of viral advertising
| Original language | English |
|---|---|
| Title of host publication | The Handbook of International Advertising Research |
| Editors | Hong Cheng |
| Place of Publication | Hoboken |
| Publisher | John Wiley & Sons Inc. |
| Pages | 184-202 |
| Number of pages | 19 |
| ISBN (Print) | 9781444332377 |
| Publication status | Published - Mar 2014 |
Keywords
- viral advertising
- conceptualization
