The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness
Author:
Affiliation:
1. College of Communication, DePaul University, Chicago, IL, USA
2. Walter Cronkite School of Journalism and Mass Communication, Arizona State University, Phoenix, AZ, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2022.2098364
Reference93 articles.
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3. Between Likes and Shares: Effects of Emotional Appeal and Virality on the Persuasiveness of Anticyberbullying Messages on Facebook
4. From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions
5. To comment or not to comment?: How virality, arousal level, and commenting behavior on YouTube videos affect civic behavioral intentions
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