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Keywords: Intention to forward
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Journal Articles
What’s love got to do with it? Place brand love and viral videos
Available to Purchase
Journal:
Internet Research
Internet Research (2020) 30 (1): 23–43.
Published: 04 October 2019
...-expressiveness Identity theory Message sharing Place brand love Self-brand congruity Intention to forward Viral marketing H2. Self-brand congruity positively influences self-expressiveness of a place brand message. Although many studies in place branding have focused on various...
