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

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

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