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Keywords: Viral marketing
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Journal Articles
Unveiling viral marketing dynamics in online social networks: insights from China's otome games and explainable predictive modeling
Available to Purchase
Journal:
Internet Research
Internet Research 1–23.
Published: 06 November 2025
...Syrios Siyao Li; Sufang Wang; Matthew Kwok On Lee Purpose The prominence of online social networks (OSNs) has made them ideal platforms for viral marketing. Otome games efficiently use OSNs for viral campaigns, making them a valuable case for studying viral marketing strategies. This study...
Includes: Supplementary data
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...
