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Viral Marketing and the Impact of Facebook's Like-Button: A Study on the Motivations to Participate in Viral Marketing - Softcover
Synopsis
Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions.
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About the Author
Chiara Broeker belongs to Generation Y. A generantion that grew up with the internet and where social networks belong to the everyday live. She studied marketing and management in the Netherlands, Sweden and South-Korea and is now working as Brand Managerin in the consumer goods industry.
"About this title" may belong to another edition of this title.
- PublisherAV Akademikerverlag
- Publication date2013
- ISBN 10 3639455320
- ISBN 13 9783639455328
- BindingPaperback
- LanguageEnglish
- Number of pages92
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Viral marketing is only effective as it encourages individuals to forward the message. This study explores the motivations of Facebook biggest user group to participate in viral marketing. It was the first that investigated the motivations of young Facebook user to participate in viral marketing by using the Like- and Share- Button. This study accommodates various theories on consumer behavior in order to explain consumer motivations to forward viral content. It addresses social, attitudinal, resource-based, consumption-based and personal conditions. Seller Inventory # 9783639455328
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Broeker ChiaraChiara Broeker belongs to Generation Y. A generantion that grew up with the internet and where social networks belong to the everyday live. She studied marketing and management in the Netherlands, Sweden and South-Korea . Seller Inventory # 4989720
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