Social connections and the persuasiveness of viral campaigns on social network sites: Persuasive intent as the underlying mechanism

G. van Noort, M.L. Antheunis, E. van Reijmersdal

    Research output: Contribution to journalArticleScientificpeer-review

    99 Citations (Scopus)
    Original languageEnglish
    Pages (from-to)39-53
    Number of pages15
    JournalJournal of Marketing Communications
    Volume18
    Issue number1
    Publication statusPublished - 2012

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