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Keywords: Help-request marketing campaign
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Journal Articles
Digging deeper into responsibility: an investigation of responses to online help-request marketing campaigns in social networking groups
Available to Purchase
Journal:
Information Technology & People
Information Technology & People (2024) 37 (2): 677–699.
Published: 28 February 2023
...Zhongtao Hu Purpose There is a growing trend among online merchants to conduct help-request marketing campaigns (HMCs), which refers to a kind of marketing campaign that leverages participants' help-request to encourage the subsequent engagement of participants' online friends. The paper aims...
