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Keywords: Viral marketing
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2019) 23 (1): 104–123.
Published: 07 August 2018
...Seunga Venus Jin; Ehri Ryu Purpose In light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same...
