Exploring users' motivations to participate in viral communication on social media
Abstract
Despite the popularity of viral marketing, its influencing factors have not been thoroughly investigated, especially in the context of social media. Successful viral communication depends on the sender's ability to turn receivers into active marketers, which requires the sender to consider both the perspective of the user/recipient and the message content. As the best means of engaging with social-media users and leading them to make a...
Paper Details
Title
Exploring users' motivations to participate in viral communication on social media
Published Date
Aug 1, 2019
Journal
Volume
101
Pages
574 - 582
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Notes
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