Keywords: Organization–public dialogic communication
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Journal Articles

When and how social distance and self-construal influence the virality of social media challenge campaigns

Young Eun Park, Hyunsang Son
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing 1–19.
https://doi.org/10.1108/JRIM-08-2025-0453
Published: 15 June 2026
... message source, linguistic cues and individual predispositions in the context of social media challenges. It contributes novel insights into the psychological mechanisms of virality, advancing construal level theory and organization–public dialogic communication frameworks within marketing. Social...
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Includes: Supplementary data
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