Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising
Author:
Affiliation:
1. School of Journalism and Mass Communications, University of South Carolina, Columbia, South Carolina, USA;
2. Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, Florida, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2021.1937408
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