The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites

Paul E. Ketelaar, Loes Janssen, Maurice Vergeer, Eva A. van Reijmersdal, Rik Crutzen, Jonathan van 't Riet

Research output: Contribution to journalArticleAcademicpeer-review

Original languageEnglish
Pages (from-to)2603-2613
JournalJournal of Business Research
Volume69
Issue number7
DOIs
Publication statusPublished - Jul 2016

Keywords

  • Social network sites
  • Viral advertising campaigns
  • Social predictors
  • Attitudinal predictors
  • Pass-on behavior

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