Viral advertising: a conceptualization

Petya Eckler; Shelly Rodgers

Viral advertising: a conceptualization

Petya Eckler
, Shelly Rodgers

Journalism, Media And Communication

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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

Cite this

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title = "Viral advertising: a conceptualization",

abstract = "This chapter explores the topic of viral advertising",

keywords = "viral advertising, conceptualization",

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month = mar,

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pages = "184--202",

editor = "Cheng, \{Hong \}",

booktitle = "The Handbook of International Advertising Research",

publisher = "John Wiley \& Sons Inc.",

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AU - Rodgers, Shelly

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AB - This chapter explores the topic of viral advertising

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KW - conceptualization

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M3 - Chapter

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BT - The Handbook of International Advertising Research

A2 - Cheng, Hong

PB - John Wiley & Sons Inc.

CY - Hoboken

ER -

Viral advertising: a conceptualization

Abstract

Keywords

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Profiles

Petya Eckler

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