Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes

Journal of Interactive Marketing - Tập 36 - Trang 31-45 - 2016
Jameson L. Hayes1, Karen Whitehill King2, Artemio Ramirez1
1Zimmerman School of Advertising & Mass Communications, University of South Florida, 4202 East Fowler Avenue, CIS 1040, Tampa, FL 33620, USA
2Grady College of Journalism & Mass Communication, Department of Advertising & Public Relations, University of Georgia, 120 Hooper Street, Rm. 214, Athens, GA 30602, USA

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