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Keywords: Structural equation modelling (SEM)
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Journal Articles
Journal:
Internet Research
Internet Research (2014) 24 (5): 629–647.
Published: 30 September 2014
... Structural equation modelling (SEM) Viral videos Virality Although there is some controversy over the similarity of viral marketing with regard to the WOM phenomenon (Pastore, 2000), there is still a strong support for the similarity between them (Camarero and San José, 2011 ; Phelps et al...
