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Keywords: Viral marketing
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Journal Articles
Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 407–426.
Published: 11 July 2023
...Flavia Braga Chinelato; Cid Gonçalves Filho; Daniel Fagundes Randt Purpose The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value...
