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A multi-stage model of word-of-mouth influence through viral marketing

2008895 citationsJournal Article

Authors

Arnaud De Bruyn · CY Cergy Paris Université

Gary L. Lilien · Pennsylvania State University

Topics & Keywords

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Opinion Dynamics and Social Influence

UN Sustainable Development Goals

Peace, Justice and strong institutions

Publication Details

Published in: International Journal of Research in Marketing

Volume 25, Issue 3, pp. 151-163

DOI: 10.1016/j.ijresmar.2008.03.004

Field-Weighted Citation Impact: 73.80

A multi-stage model of word-of-mouth influence through viral marketing | Researchclopedia