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Keywords: Consumer culture theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (5): 656–674.
Published: 03 August 2015
... et al., 2005 ; Mangold and Faulds, 2009). © Emerald Group Publishing Limited 2015 Social media Consumer culture theory Co-creation Viral marketing Examples of successful viral marketing campaigns represent critical social media advertising myths. Often repeated...
