6533b823fe1ef96bd127f3ae
RESEARCH PRODUCT
Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age
Elisabeth MoraNatalia Vilasubject
Cause marketingWork (electrical)Viral marketingviruses0502 economics and business05 social sciencesJoins050211 marketingBusinessMarketingGeneral Business Management and Accounting050203 business & managementTest (assessment)description
This paper joins two streams of literature: caused-related marketing and viral advertising. Three main objectives guide our work: (i) to test whether a transfer of attitudes occurs in a viral cause...
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-01-25 | Total Quality Management & Business Excellence |