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Keywords: Viral marketing
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Journal Articles
What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon
Available to Purchase
International Journal of Wine Business Research (2022) 34 (3): 329–348.
Published: 08 November 2021
... phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes. Cortney L. Norris can be contacted at: clnorris@central.uh.edu 10 02 2021 16 08 2021 08 10...
